Abstract

This paper considers a game-based method for the early evaluation of design ideas in terms of the likelihood of success of the designs in the marketplace. The method was developed in the format of a multiplayer competitive team game for up to 120 participants. Known as the Marketplace Casino, it has been applied in both design education and industry. The paper reviews the evolution of the game with international play testing and refinement involving over 400 participants in Europe (UK), Asia-Pacific (Japan, Korea, China, Australia), and Africa (Ghana). The research innovation discussed in this paper relates to the combination of game play and brainstorming with a real world simulation component for evaluation, aimed at improving both the quality and ranking of outputs. The research draws on game theory, game typologies, and game research and development methods using play testing and iteration that are comprehensively described in “Rules of Play” (Salen, 2004). Effective brainstorming principles are well practised and described (Osborn, 1963) as are case studies in design brainstorming (Kelley, 2001), along with pitfalls (Sutton, 1996). Bringing a contemporary design to market can be complex and expensive. Techniques that improve the likelihood of success in the marketplace can potentially reduce the associated risk and cost. The aim of the Marketplace Casino is to link creative ideas generation to a marketplace evaluation through a simplified model (the “game”) of a complex situation (the “reality”). The format is based on play specifically to enable a non-threatening and exploratory environment for participants. The development of the game-based Marketplace Casino has focussed on product design and service design outputs. The author also considers its possible application to other disciplines in which creative output has to compete in the marketplace.

Keywords:

Design Management And Strategy, Brainstorming, Design Enterprise, Design Evaluation, Game Play, Design, Marketplace Simulation, Design Methodology

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Jul 7th, 12:00 AM

A Competitive Game-based Method for Brainstorming and Evaluating Early Stage Design Ideas in Terms of their Likelihood of Success in the Marketplace

This paper considers a game-based method for the early evaluation of design ideas in terms of the likelihood of success of the designs in the marketplace. The method was developed in the format of a multiplayer competitive team game for up to 120 participants. Known as the Marketplace Casino, it has been applied in both design education and industry. The paper reviews the evolution of the game with international play testing and refinement involving over 400 participants in Europe (UK), Asia-Pacific (Japan, Korea, China, Australia), and Africa (Ghana). The research innovation discussed in this paper relates to the combination of game play and brainstorming with a real world simulation component for evaluation, aimed at improving both the quality and ranking of outputs. The research draws on game theory, game typologies, and game research and development methods using play testing and iteration that are comprehensively described in “Rules of Play” (Salen, 2004). Effective brainstorming principles are well practised and described (Osborn, 1963) as are case studies in design brainstorming (Kelley, 2001), along with pitfalls (Sutton, 1996). Bringing a contemporary design to market can be complex and expensive. Techniques that improve the likelihood of success in the marketplace can potentially reduce the associated risk and cost. The aim of the Marketplace Casino is to link creative ideas generation to a marketplace evaluation through a simplified model (the “game”) of a complex situation (the “reality”). The format is based on play specifically to enable a non-threatening and exploratory environment for participants. The development of the game-based Marketplace Casino has focussed on product design and service design outputs. The author also considers its possible application to other disciplines in which creative output has to compete in the marketplace.

 

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