SmartGate – the Game 2 just launched…


I still discovered some bugs, but SmartGate the Game 2 has been released. After almost 16 months of talking, looking for the main problems around air cargo and in the offices of all stakeholders, IJsfontein delivered game 2 and my job as a consultant is done!
The first game was all about transporting cargo from shipper to airplane. Game 2 of the SmartGate project takes this a little bit further and brings more detail to the playing field. It let’s you experience the possible effects of your actions in a virtual logistic air cargo game.
My first thoughts at the time where that the ‘final’ game of the SmartGate project would be a sort of RUSE / Sim City / Logistic Tycoon in an air cargo environment where the player needs to build up a solid business (like the game ‘Jones’, if people remember the 90’s).
The main purpose of the game is to manage your air cargo business in a efficient, safe and reliable way. This means that, depending on the sort of cargo, it’s destination and the reputation of the trucker, you make decisions to either do the job or don’t and if there is a risk involved, that you manage that risk to your best ability (e.g. either employing specialist staff or having each shipment checked by Customs).

We also enclosed some minigames in the so-called ‘e-learning’ section where we challenge players on specific knowledge about exceptional situations and dilemma’s.

Besides this, we also included a badges system. The more efficient you are (planes leave the airport 100% full) or if you always check your cargo, you will receive badges and upgrades. The best thing to have in Air Cargo is an AEO status (Authorized Economic Operator) which means you are a reliable party within the chain.

And of course there is a leader board where you can check your score.

I challenge everyone to play the game and let me know what you think!

You can play it here:


The results of the first game where quite impressive by the way. There are about 2.000 people active in the Air Cargo sector around Schiphol airport and almost 1.300 of them played the game! That’s almost two-third of all people in the sector.

Apart from that we had 3.700 visits in four months time and a total of 184.000 page views!

Posted in Case, product, Serious game | No Comments »

Games to support change management problems

>Today my dear client Air Cargo Netherlands (Aniek) and I held a presentation at the Marketing Information Event 2010 at the World Forum in The Hague (Den Haag ;-).

IJsfontein GameWise, Atos Consulting and BrandNewGame have teamed up to develop a great game containing loads of e-learning elements in a series of three stunning games of which the first is soon to be released.

It all started end 2009 when Air Cargo Netherlands, Schiphol airport and the Dutch Customs approached IJsfontein GameWise with the question how a game could support their goals.

We sat down with them and decided to go into an ‘analyse-fase’ to determine if – and if so – how games could help to achieve their goals. Soon we discovered that this would be a really cool project and we have been working on it the past year, doing interviews with all the stakeholders within the logistic chain surrounding Schiphol. After the interviews BrandNewGame developed the first ideas which gameconcepts could be effective for their specific needs. IJsfontein is nearly finished developing the first game and I am very proud to have been working with them on this FANTASTIC project!

The presentation below will explain more about their specific situation and will give you insights how games can be used to achieve marketing goals.

The gametrailer for the first game is stated below:

Posted in Case, Personnel, Serious game | No Comments »

Pritt Stick | Knutselwereld – Best Dutch advergame 2010


Yesterday I visited ‘Game in the City’ in Amersfoort (The Netherlands). I held a short presentation in the morning how games can be used as a marketing tool and after my presentation there where three case presentations by Flavour, Real & Soepel and Achtung!
During the day there where various presentations about games, serious games (I hate that term), social games (that one as well) and a lot of companies presentation their cool innovative products.
In the evening there was a dinner organized by Control-Online (sponsored by ABN AMRO) when the Dutch Game Awards were presented.
Little Chicken won the prize for best advergame. I also described this case in my book. It’s really a fantastic gameconcept and well executed.
Below you will find another short impression of the award ceremony.

Posted in advergame, Case | 2 Comments »