How can an online game improve sales enablement?

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We knew that traditional sales packs were not going to cut it on this occasion. So we created a game instead.
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HGST is an industry leader in storage devices and its high-capacity G-Technology drives were the latest in a long line of innovative technologies. But its reseller community was often bombarded with information and HGST came to DirectionGroup to develop a sales enablement programme that would re-engage the channel.

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We knew that traditional sales packs were not going to cut it on this occasion. So we created a game instead.

Modelled on the legendary Pac Man, it was compulsive and compelling and tapped into an audience noted for its competitive streak. Players representing G-Technology would not only navigate the game trying to consume as many types of data as possible, extra points were awarded for digesting facts about the other capabilities of the drives.

Prizes were given out to the best players, which gave people an excuse to keep coming back and allowed HGST to get across lots of product messages without the usual pressure of doing so in a single hit.

Live for just two months, the game was played hundreds of times with gamers coming from across Europe. Most importantly, it made it easy for HGST to reconnect with the sales channel, while incentivising individuals to learn more about G-Technology drives.

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