Elearning! Magazine: Building Smarter Companies via Learning & Workplace Technologies.
Issue link: http://elmezine.epubxp.com/i/201066
Case StudySeriousGames Tiys ally-sound methodologies and leading-edge technologies that meet client-specifc training requirements and objectives. "Sealund's methodologies and processes were critical to Carnival, as it could offer us comprehensive customization strategies enabling the integration of our content into a training game with multiple levels that were engaging to the travel agents, yet allowed us to track users through this SCORM-conformant learning game," says Clark. "Additionally, Sealund designed a dynamic XML-based database that would allow our in-house developers to keep the game current with new information on cruise ships, ports, excursions and products. In so doing, Carnival travel agents were inspired to continue to replay the games." With an innovative and experienced partner in place, Carnival undertook the task of revamping its training — centering on Sealund's custom game strategy for its travel agents. Te cruise line's desire was to encourage and incen40 tivize its travel agents to learn more about ships, ports, destinations and excursions in order to increase the booking of ships for a variety of audiences, with a focus on the "Cruise Rookie." Te multi-tiered learning game featured animated avatars, colorful settings, challenging game play and meaningful player incentives in the form of reward points. Carnival's branding was incorporated into the backgrounds and avatars. Te most recognizable is the "Cruise-ader," a superhero who helps agents battle the villains of fun, which include boredom, gloom and monotony. As players answer questions correctly, the Cruise-ader's strength increases, enabling the hero to vanquish these villains. Te game also features "games-within-the-game" opportunities, where agents play Home Run Derby, slots and other games that add to their reward points with correct answers. Te end-product was impressive — but the real test would come once the game was deployed to the 80,000 travel agent community. October / November 2013 Elearning! Te results have been nothing less than remarkable, according to Clark. "Te response to the game has been far greater than we anticipated," he says. "We have about a 42 percent adoption rate of all registered agents, almost double what we had anticipated. We had set an individual's total point goal for the year at 100,000 points. Tat was exceeded within the frst four months, and our current leader has more than 20 million points. We could not be more happy." Still, one question remained unanswered: Did the game make agent training more engaging? "Te game was a perfect way to drive engagement," Clark says. "Trough its use of animation, avatars and competition, we were able to engage agents in a way that was fun, like our cruise line. Tere is hard evidence that those who are engaged with the game are more engaged with the learning. And the more learning activities an agent completes, the more productive that agent is, the more cruises are booked. It is working exactly as we had hoped." As for his own learning through this game development experience, Clark simply says this: "What I have learned is that selecting the right vendor is crucial to your project's success. Since game development was new to Carnival and to me, it was important to have a vendor partner we could trust, someone who demonstrated the ability to create innovative training solutions for multiple industries. Sealund was great in brainstorming concepts because it had taken the time to truly understand our business and the end-user of the game. Even though the game was launched about a year ago, we are still in contact with Sealund on a monthly basis. Its people still want to know how well the game is received. That is what I mean by a business partner. "It was clear from the beginning that Sealund not only got gaming, they got us, too." —Winchester wrote this article on behalf of Game On! Learning.