Abstract

In 2021, an insurance company implemented a gamification strategy to enhance the adoption of simulation services. Gamification, as highlighted by Desai & Nagaraju (2018), aims to boost motivation, productivity, and employee engagement. This strategy combined design science research and game design methodology to promote awareness and encourage the use of simulation services for decision-making. Using a conceptual game model developed in Simio, employees engaged in a simulation game where they competed to achieve the highest score by controlling variables like resources and overtime allocation. This competitive approach effectively demonstrated the benefits of simulation services. The strategy resulted in a notable increase in demand for simulation services, with a 92.3% rise from 2020 to 2021, as indicated by archival data analysis. Additionally, the reach of the service expanded, with seven departments requesting simulation services in 2021 compared to five in 2020.