What Businesses Need to Learn from Gaming When Moving Online

By Cece Salomon-Lee
Read the full post on the Virtual Edge Summit Blog

In 2009, the Cisco Global Sales Experience demonstrated the power of games to engage audiences and impart learning. In this guest post by David Gardner, CEO of VenueGen, David highlights why gaming and business are a perfect match. David is also speaking on “3D Immersive Worlds for Business Engagement” on January 12, 2011 from 11:00 – 11:45 am.

David Gardner is a serial entrepreneur, technology investor and futurist. With a proven track record for early identification of paradigm-shifting technologies, Gardner has successfully built seven companies. He is a trusted advisor concerning new technology trends who believes the 3D web is on the verge of dramatically transforming many web-based business models as we know them today

David Gardner, CEO of VenueGen

To the average business person, the word “gaming” probably seems irrelevant, especially when used in the same sentence as “a more productive, innovative, strategically unified workforce.” But it makes perfect sense for business objectives and gaming to go hand-in-hand. Why? Because while most every company is looking to cut costs by moving training, meetings and events online, today’s 2D web conference solutions just can’t match the engagement we experience when we’re physically face-to-face. And without engagement, ideas don’t connect and information just doesn’t sink in.

Virtual games, on the other hand, have been engaging people from afar for years. So why not embrace their use for business? What business needs to understand is that it’s not just the high-speed car chases or alien massacres that engage people in virtual games. Rather, a game’s storyline is akin to a corporate meeting agenda, or content for a training course. Obviously, the material must be relevant and maybe even a little exciting to be engaging. But even the most popular courses and topics become lackluster when presented as flat slides accompanied by faceless voices. To further the metaphor, expecting engagement from a web conference is kind of like expecting it from a video of a stranger playing Halo.

So what else drives engagement beyond the ‘storyline’? The missing link is individual control. With gaming, each player has a sense of shaping his or her own virtual experience while (especially in team-player games) contributing to a common goal. Similarly, when we communicate face-to-face, we’re in control not only of what we say and when we speak, but also of our facial expressions, our body language, where we direct our attention, our perception of others and their perception of us, and countless other subtle, semi-conscious gestures whose maintenance keeps us alert, interested, and above all, engaged. Isn’t this exactly what’s missing from our virtual classrooms, events and meetings?

To find out, creators of a new breed of in-browser 3D environments are enabling high levels of personal control for online business communications. These applications feature simple, intuitive usability, and are meant to “disappear” once a user becomes accustomed to them, so that he or she can become fully immersed in a virtual world of natural-esque business collaboration and learning. So far, there’s evidence that gaming and business are a great match. Happy users report improved collaboration, communication, retention and long-term transfer of learning.