Brand New Game

ACN: SmartGate – The Game

Client: Air Cargo Netherlands, Dutch Customs and Schiphol Airport

Production Partner: IJsfontein (

Objective(s): Introduce ‘SmartGate’ as a new way way of working, Increase willingness for a new way of working, increase insight in ‘chain-thinking’ and show the consequences of transporting ‘green’ and ‘red’ freight.

Tags: change management, serious game, logistic, air cargo

Target audience: 350 companies surrounding Schiphol Airport, involved in the aircargo  industry as either a: shipper, forwarder, trucker, handler or airline.

My role: Analyses of the problem, interviews with twenty-four stake-holders, defining the essence of the logistic and communicational problems and proposing two serious game concepts.

Timing: Game 1 was launched in January 2011, game 2 was launched in September 2011

Results: over 2.000 people in the air cargo branche played the game at least three times (on average) for 16 minutes per game. Play the game here

More info: