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Client: ABN AMRO

ABN AMRO and IJsfontein developed various serious games together. The Retailgame, in which bank employees experience the new procedure and learn how to control it, is one of them.

How is organizational policy translated into concrete action in the work place? The games we have developed for ABN AMRO show how the core values are incorporated in actual practice.

How it works

Players are behind a desk in a virtual office. It is busy and the line keeps getting longer and longer. Players have to make various decisions: do I help clients now, do I help them later, or do I refer them to a colleague? Players have to ask the right questions and pay attention to subtle hints of their clients. Sometimes the situations call for initiative, such as handing out water when the waiting times are too long.

Change management

Serious games help ABN AMRO to support changes. They offer all employees the same training at their own pace, to ensure that all clients receive the same treatment in all offices. Serious games are also a safe and secure environment to make mistakes in. In addition, it is easier to discuss the behaviour of employees in the game than their actual behaviour in the workplace.

Successful introduction

When managers and superiors are enthusiastic, a game is used well. We have, therefore, paid particular attention to the introduction: in a kick-off event the managers were informed about serious gaming and they battled each other.


The target group consisted of 4,200 professionals, but in the end 4,500 unique players joined. This means that many people in the head office have also played the game. Most players returned a number of times to experiment further and to improve their scores. On average they played 2.7 sessions per person.


Jesse Zuurmond in his research for Utrecht University and The Netherlands Study Centre for Technology Trends (STT):

“This game is a perfect example of how a game world, in which employees can learn relevant skills in a secure environment, can be utilized on a large scale. Customer friendliness cannot be randomly experimented with in physical banks.”

You can read the entire research here.


What can we do for your organization? Contact us at info@ijsfontein.nl or  +31 (0)20 33 00 111.