Gamification to Engage Manufacturers with Servitization

Daniel Andrews, Panagiotis Petridis, Timothy S Baines, Ali Ziaee Bigdeli, Victor Guang Shi, James S. Baldwin, Keith Ridgway

Research output: Chapter in Book/Published conference outputConference publication


Servitization can include many kinds of processes and outcomes depending upon the contexts in which it occurs. This means that servitization is difficult to model accurately in simulations. Games, on the other hand, prioritize the provision of engaging experiences for participants over modelling realistic processes, while Serious Games can combine elements of both games and simulations. Gamification is a more recent term than either ‘simulation’ or ‘serious game’ that has been retrospectively used to describe the process of combining game elements with simulation models to create serious games. As the knowledge base of servitization is quite broad, and specific processes of transformation have yet to be verified, serious games and gamification may be more suited to engaging manufacturers with servitization than simulations. Having co-created several gamified software applications based on servitization, we discuss our findings in relation to this process.
Original languageEnglish
Title of host publicationAdvances in Manufacturing Technology XXXI
EditorsJames Gao, Mohammed El Souri, Simeon Keates
Place of PublicationNetherlands
Number of pages6
ISBN (Electronic)978-1-61499-792-4
Publication statusPublished - 1 Sept 2017

Bibliographical note

Copyright: IOS Press

The final publication is available at IOS Press through

Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1,
EP/K014080/1 ‘Transforming the adoption of Product-Service Systems through
innovations in applied gaming technology’


  • Servitization
  • Gamification
  • Software


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