A competitive game-based method for brainstorming and evaluating early stage design ideas in terms of their likelihood of success in the marketplace

Design Research Society
Publication Type:
Conference Proceeding
DRS2010 Conference Proceedings, 2010, pp. 1 - 9
Issue Date:
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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).
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