Hildesheim (GER), January 2014 - Coca-Cola uses game-based learning to emulate cultural interaction in change projects because the approach is particularly well suited for the purpose. The following is a conversation with Michael Pößnecker, Head of Sales Training and Coca-Cola’s "Adventure-Based Learning" project on the use of serious games in the corporate environment.

What is the special benefit for companies that use serious games?

Michael Pößnecker: Serious games and game-based learning help make it possible to provide knowledge to a large number of employees in a short time and in an attractive form. In addition to making knowledge available, users can apply what they’ve learned in realistic activities and thus they learn easily. The users’ individual knowledge is taken into account at the same time, which helps avoid frustration due to tasks that are too difficult or boredom as the result of ones that are too easy. The learning effect is supported by the fun involved. People learn best when they have fun.

For which types of tasks do adventure-based games show particular promise?

Michael Pößnecker: The knowledge gained can be applied in realistic everyday situations. By means of immediate performance review and feedback, users can recognize whether they were correct or not. The less consciously the user perceives that knowledge has been imparted, the more sustainably the knowledge can be anchored. Learning occurs through active and passive action.

Who is the preferred target group for serious games in your company?

Michael Pößnecker: We started to use this method with marketing and sales-related activities, and now we’re extending game-based learning to include other departments. There is no typical target profile because knowledge can be taught in all areas. The only thing necessary is access to a computer.

For example, game-based learning is well suited to simulating cultural interactions. Joint activities - activities done in teams - that involve exciting and suitable topics are crucial parameters for successful implementation. And the most important requirement for successful activities is that the organization - at all levels - really wants a change in culture and gives it high priority. Serious games can then become part of this effort and support it.

In which formats have you used this eLearning approach at Coca -Cola so far?

Michael Pößnecker: The approach we’ve taken is adventure-based learning. Through realistic activities, both knowledge and behavior can be trained. Learning is supported by concomitant factors like excitement, fun, and above all competition. Adventure-based learning has been very successful in backing our sales efforts, so we plan to extend this mechanism to other target groups. But adventure-based learning isn’t an isolated approach in our training; it’s part of a blended-learning concept. Its sustainability is supported by guidance, training, and coaching.

What role will serious gaming play in the future of eLearning?

Michael Pößnecker: Game-based learning can cover a broad range of various concepts. There are numerous applications, and these have definitely not been exhausted. Technological development will also play a role here. The trend towards individual learning and the accompanying freedom and mobility it offers will continue.
 
Michael Pößnecker’s presentation on "Serious Games / Adventure-Based Learning as Support in a Change of Culture" will take place on 04 February 2014 at 03:45 pm at the LEARNTEC Congress in the Conference Exhibition Center.