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ASML & ZEISS: A NEW HOME

Our challenge

ASML asked us to design a game that would allow ASML and ZEISS’ top 100 executives to experience the ASML-SMT collaboration framework.

Our approach

  • Together with an ASML and ZEISS team, we defined the game dynamics required to experience this collaboration framework. The game setting needed to mainly focus on behavior, and not the substantive content of either of the companies.
  • Based on our research, we customized an existing game which contains dynamics such as the prisoner’s dilemma, team collaboration, and the balance between transparency and trust.
  • In addition, we developed a custom storyline that resonates with the drive and ambitions of both ASML and ZEISS. In this storyline, players are required to collaborate to set up a successful colony on Mars.
  • The game challenges players to balance achieving their more obvious individual goals and their less tangible, but still highly important, collective goal. During a post-game debriefing, players discuss the behaviors from the framework they observed and how these affected the outcome of the game.

The result

The game was launched at the ASML-SMT leadership event and was played by 100 participants in eight game sessions. Each session was hosted by an ASML facilitator, who was supported by someone from Fresh Forces. The game was subsequently rolled out by various other teams.