This presentation was held at the Marketing Information Event 2010 by me and our client Air Cargo Netherlands. It describes how games can be used as a tool to help convince parties within the logistic chain around Schiphol to cooperate more and share information. The goal of the game is to improve speed, reliability and safety within the process of sending goods from A to B (airfreight). The analyses and gameconcepts where developed by BrandNewGame, the concepts where enriched and produced by IJsfontein GameWise in Amsterdam. The first game is playable from January 2011 through the link www.smartgatethegame.nl

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2. Marketing Information Event
Aniek Geurens-Dubbelboer…

3. Loves to play
Business : www.BrandNewGame.nl
Blog : www.gamingandbranding.com
Book : www.laatmetjemerkspelen.nl
Marketing Information Event
Bart Hufen…

4. 4
Schiphol SmartGate Cargo
• Background
• Objective
• SmartGate process (current vs desired)
• Target audience (stakeholders)
• Game Concept
• Trailer
• Questions
Marketing Information Event
SmartGate – The Game

5. 5
Schiphol SmartGate Cargo
• Schiphol airport strives to maintain a leading
competitive position compared to other
airports
• All logistic parties could benefit from potential
growth in air cargo at Schiphol (Amsterdam)
• A stronger competitive position will bring
growth in terms of revenue (all parties benefit
from the same piece of a bigger pie)
SmartGate – The Game
Background

6. 6
Schiphol SmartGate Cargo
• Smoothening the logistic process will increase
speed of delivery of goods, reduce costs and
hence lead to more profit for all parties
• Information needs to be structured and
shared
• To increase speed, reliability and safety
SmartGate – The Game
Background

7. 7
Schiphol SmartGate Cargo
• There is one main objective for SmartGate
“Schiphol should keep its international
competitive position as main airport for cargo.”
SmartGate – The Game
Objective

8. 8
Schiphol SmartGate Cargo
• The export situation:
SmartGate – The Game
The Process

9. 9
Schiphol SmartGate Cargo
• The current situation:
– 80 Boeings of paper work (yearly)
– Different formats (mostly analogue)
– No communication between chain parties
– Different ways of working
– Inefficiency
SmartGate – The Game
The Process

10. 10
Schiphol SmartGate Cargo
• Example
SmartGate – The Game
The Process

11. 11
AirLand
2nd line shed
Shipper
Trans-
porter
Forwarder
Shipper
Trans-
porter
Trans-
porter
ForwarderAirline
1st line shed
Handler
Cargo
Schiphol SmartGate Cargo
Receiver
SmartGate – The Game
The Process
• The current situation:

12. 12
Schiphol SmartGate Cargo
• The desired situation:
Handler
‘Go’
‘Exit’
Shipper
Trans-
porter
Forwarder Airline
Cargo
Joint
inspection
shed
x-ray
Green Lane
Red Lane
All documents
registered
properly up front
Not all
documents
registered
properly up front
SmartGate – The Game
The Process

13. 13
Schiphol SmartGate Cargo
The most important target audience are
forwarders, transporters and handlers.
• (Shippers -> 0)
• Transporter -> 2
• Forwarder -> 1
• Handler -> 3
• Customs
• Airline
• (Schiphol Air Cargo staff)
SmartGate – The Game
Target group

14. 14
Schiphol SmartGate CargoSmartGate – The Game
The Game Concept

15. 15
Schiphol SmartGate Cargo
• There are three objectives for the game:
1. Increase awareness for SmartGate
2. Create acceptance for SmartGate
3. Internalize the new working method for all
parties in the chain
SmartGate – The Game
Game objectives

16. 16
Schiphol SmartGate Cargo
• The game portal will run on a central
accessible server
• The portal will have multiple games over time
in line with the three game-objectives
• The games will gradually grow from easy &
simple to more immersive and educational
• There is always a central ‘game dashboard’
SmartGate – The Game
Game restrictions

17. 17
TIME
• 12:30
COSTS
• €
TURNOVER
• €
NEW
BUSINESS
• €
PROFIT
• €
INFORMATION
GREENRED
Schiphol SmartGate Cargo
• Dashboard
0
200
400
600
800
1000
Schiphol
Frankfurt
Paris
London
Margin
Turnover
Cost
SmartGate – The Game
Game mechanics

18. 18
Schiphol SmartGate Cargo
• Moodboard

19. 19
Schiphol SmartGate Cargo
• First thoughts:
1. Shipping game spreading green and red goods
on various trucks (like Tetris)
2. Racegame where loaded trucks should offload
goods and transfer information a.s.a.p.
3. An overall logistic game to experience the whole
process from shipper to airline
SmartGate – The Game
Game concept

20. 20
Schiphol SmartGate Cargo
1. Shipping game spreading green and red goods
on various trucks (like Tetris)
SmartGate – The Game
Game concept

21. 21
Schiphol SmartGate Cargo
2. Racegame with trucks
SmartGate – The Game
Game concept

22. 22
Schiphol SmartGate CargoSmartGate – The Game
Game concept

23. 23
Schiphol SmartGate CargoSmartGate – The Game
Game concept

24. 24
Schiphol SmartGate CargoSmartGate – The Game
Game concept

25. 25
Schiphol SmartGate CargoSmartGate – The Game
Game concept

26. 26
Schiphol SmartGate CargoSmartGate – The Game
Game concept

27. 27
Schiphol SmartGate CargoSmartGate – The Game
Game concept

28. 28
Schiphol SmartGate CargoSmartGate – The Game
Game trailer
Check the gametrailer on Youtube:
http://www.youtube.com/watch?v=k_91Sj59b5I

29. 29
Schiphol SmartGate Cargo
• Objectives vs Timeframe
1.Increase awareness Q4 2010
2.Improve acceptance Q1 2011
3.Internalized working method Q2-Q3 2011
SmartGate – The Game
Planning

30. SmartGate – The Game
Wrap up
Any questions?
Please speak freely now or contact:
Bart Hufen
barthufen@brandnewgame.nl
or visit
Book : www.laatmetjemerkspelen.nl
Blog : www.gamingandbranding.com
Business : www.brandnewgame.nl

31. SmartGate – The Game
Wrap up
Any questions?
Please speak freely now or contact:
Bart Hufen
barthufen@brandnewgame.nl
or visit
Book : www.laatmetjemerkspelen.nl
Blog : www.gamingandbranding.com
Business : www.brandnewgame.nl