Monday, June 24, 2013

Multimodal Logistics Provider Sought as Freight and Shipping Interests Launch Games

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Shipping News Feature

DENMARK - UK - WORLDWIDE - Games are increasingly seen as opportunities to get a message across, particularly to the younger members of the freight and logistics community, and we have outlined this trend in previous stories with accompanying links and videos. This month there are two more such products revealed, one available now from shipping industry giant AP Moller Maersk and the other later this year sponsored by the Royal Bank of Scotland (RBS) and numerous logistics leaders such as CHEP, Norbert Dentressangle, CILT, Skills for Logistics and the UK Warehousing Association (UKWA) and still seeking a multimodal partner.

The Maersk offering is a free online game guiding players toward what the group do in the latest sector they are investing heavily in, the search for energy sources utilising the vast experience of specialist subsidiary companies Maersk Oil and Maersk Drilling. The game tests the player’s competence as the company opens the virtual doors to the pursuit of oil in the deep waters off Qatar and the North Sea, testing strategic and practical skills to the utmost.

To master the challenge players will need to test analytic skills looking for oil on a seismic map. What does the underground look like? Which layers of earth does it consist of? And where is the oil locked? You will be tested on how precisely you position your high-tech drilling equipment, always keeping an eye on temperature and pressure, before you can start extracting and producing the oil found. You have to constantly make the right analysis and decisions and then use the knowledge you gain to play 'Quest for Oil'. Claus V. Hemmingsen, CEO of Maersk Drilling, explained the reasoning behind production of the game, saying:

"New times calls for new measures, and we want to use the computer game to tell the story of an extremely innovative business, which the entire world depends on, in a new and engaging way. We wish to engage in dialogue about our oil and energy business through gamification and at the same time give all interested the best opportunity to experience the underground."

"Most people take for granted that we have oil and natural gas and not many people understand what it takes to find and produce it. The world's need for oil and gas is leading exploration into ever deeper waters and ventures demanding precision and cutting edge technology. It's a sophisticated, fascinating industry and 'Quest for Oil' offers everybody a glimpse of what oil and gas exploration is all about today," concluded Jakob Thomasen, CEO of Maersk Oil.

The second game due on the market later in the year is the brainchild of two former schoolteachers, Andy Page and Pat Smedley of the social enterprise group the Very Enterprising Community Interest Company, which aims to teach school age children about logistics and the important role it plays in a modern society. Players are challenged to run a business that must respond to customers’ orders, moving different products to their domestic market by combinations of air, sea, rail and road quickly, profitably and environmentally responsibly.

After the various logistics groups funded an initial production run a £9,500 donation from RBS as part of the bank’s Inspiring Enterprise initiative has enabled the game, titled ‘Business on the Move’, to go in to production this autumn after which some 1,500 copies will be distributed to schools and training providers across the UK free of charge. Pat Smedley commented:

“The logistics industry has responded very positively to the concept of the game. As a result, we have managed to raise over 90% of the sponsorship needed to go into production. Just a few more companies are needed to make the game board complete. A multimodal logistics provider, a Distribution Centre and a few retailers and/or brand names known to young people would get us over the finishing line and also make the game feel more ‘real’.”