Proceedings of the 12th European Conference on Knowledge ...

Albena Antonova and Anandasivakumar Ekambaram
Creation <strong>of</strong> Knowledge: SG can facilitate learning as well as stimulate different knowledge
discovery and creative processes. Using entertainment and fun can unlock creative thinking and
facilitate employees to become more innovative and creative.
Knowledge retrieval/storage – By implementing best practices, company stories and lessons
learned in appealing game scenarios, companies can provide not only access to existing
knowledge, but also opportunities for <strong>the</strong>ir employees to gain experience on <strong>the</strong> knowledge before
<strong>the</strong>y apply it. In this way, knowledge that is stored in SG can be active, live and easy to
understand and transfer.
Knowledge transfer –SG can facilitate knowledge transfer by different methods. SG can improve
skills that are required for KS (communication skills). SG can build awareness <strong>of</strong> KS and change
attitude and prejudices with respect to KS.
Knowledge application – SG can provide safe environment for learning and skill acquisition –
environment where different simulations can take place, including strategies testing, improving
understanding <strong>of</strong> situations, and discovering complex models for decision making.
3.2.2 C. Knowledge audit
Serious games can improve perception <strong>of</strong> employees, and in a way, guide <strong>the</strong>m to know and become
familiar with valuable knowledge resources and important knowledge flows in <strong>the</strong>ir company. By
following <strong>the</strong> process <strong>of</strong> knowledge audit, we can look at how SG can contribute to organizational
awareness, and assessment and mapping <strong>of</strong> knowledge resources and flows (Antonova et al., 2007).
SG can provide effective tools to identify knowledge, apply knowledge audit, and develop knowledge
maps and to execute social network analysis. SG can help companies to identify not only explicit and
<strong>of</strong>ficial knowledge flows, but also real (including un<strong>of</strong>ficial) knowledge flows, knowledge inventory,
knowledge gaps and duplication <strong>of</strong> knowledge.
3.2.3 D. Organizational Business Functions
SG can successfully support <strong>the</strong> following key business functions:
Marketing, branding and customer services: Nowadays people prefer to spend more time on
playing computer games (including SG) compare to <strong>the</strong> use <strong>of</strong> o<strong>the</strong>r media, such as TV,
newspapers and radio. Knowledge flows in marketing can be seen in two-folds. Firstly, companies
can use SG to reach potential clients. Thus, <strong>the</strong>y develop SG application in order to improve
visibility <strong>of</strong> <strong>the</strong>ir corporate brand, expand services to clients, and improve clients’ awareness <strong>of</strong>
<strong>the</strong> companies’ products and services. Secondly, companies can utilize and improve knowledge
in-flows from <strong>the</strong>ir clients – understanding clients’ needs, preferences and habits. In addition,
communities can be developed around SG (for example, product based and branch based
communities). SG can be used successfully to capture data from customers, make pr<strong>of</strong>iles, and
investigate customers’ primary needs.
Human resource management and training: many organizations employ SG in <strong>the</strong>ir recruitment
process. For example, US Army uses its popular game (America’s Army@) to identify best
players and to recruit <strong>the</strong>m. Fur<strong>the</strong>rmore, companies use specially designed SG in order to test
skills and competences <strong>of</strong> employees or candidates, to identify <strong>the</strong>ir "s<strong>of</strong>t" skills and abilities,
discover patterns, skill gaps, build pr<strong>of</strong>iles <strong>of</strong> candidates, identify <strong>the</strong>ir leadership potential or
perform annual employee assessment. HRM can adopt SG to train and assess employees'
abilities, skills and knowledge, motivate people to work in team, help <strong>the</strong>m to socialize and
improve s<strong>of</strong>t skills, identify candidates for promotion and select successful carrier paths. SG can
support new employees to obtain a better understanding <strong>of</strong> organizational practices and make
<strong>the</strong>m efficient in a shorter period <strong>of</strong> time.
Innovations and R&D: SG can foster creativity, experiments, simulations, and improve abilities <strong>of</strong>
employees to generate new ideas and out-<strong>of</strong>-box solutions. Employing visual effects and an
environment, which is without limitations <strong>of</strong> time, location, money and physical constraints, can
additionally enhance creativity and innovation. SG can also improve collaborative skills that
contribute to efficient group work in innovative projects.
Collaboration and cooperation: SG improve personal abilities to work in team and perform
complex operations toge<strong>the</strong>r. SG are suitable tools to improve knowledge sharing skills and
create arenas for formal and informal discussions.
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