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

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.