“This beer is off!”: building a dialogue game for servitization

Research output: Chapter in Book/Published conference outputConference publication


Purpose: Development and evaluation of a prototype dialogue game for servitization is reported.
Design/methodology/approach: This paper reports the design of the iServe game, from user centered design, through implementation using the Unity games engine to evaluation, a process which took 270 researcher hours.
Findings: No relationship was found between either age or gaming experience and usability. Participants who identified themselves as non-experts in servitization recognized the potential of the game to teach servitization concepts to other novice learners.
Originality/value: The potential of business games for education and executive development has been recognized but factors, including high development cost, inhibit their uptake. Games engines offer a potential solution.
Original languageEnglish
Title of host publicationServitization : the theory and impact
Subtitle of host publicationproceedings of the spring servitization conference 18 – 19 May 2015, SSC2015
EditorsTim Baines, David K. Harrison
Place of PublicationBirmingham (UK)
PublisherAston University
Number of pages8
ISBN (Electronic)978-1-85449-492-4
Publication statusPublished - May 2015
EventSpring Servitization Conference SSC2015 - Birmingham, United Kingdom
Duration: 18 May 201519 May 2015


ConferenceSpring Servitization Conference SSC2015
Country/TerritoryUnited Kingdom

Bibliographical note

© Aston Business School

Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1


  • serious games
  • game design
  • evaluation


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