Increasing the level of involvement or "beleving" can significantly improve the impact of a training or meeting, as research from the 80s has shown. By making the experience unique or meaningful, you can enhance the way people perceive your message and make it more memorable.
Two ways in which serious games can increase the level of involvement are through storytelling and theming. For example, in the game Lemonade, facilitators dress up as fruit farmers to stay in theme, and in Cash Cows, participants are taken to Philipsland in Zeeland. This helps to prevent attendees from forgetting the message a week after the event or training.
If you're curious about how you can apply this to your own training or meeting, you can watch a video by Pine & Gilmore, where they provide a short example of how a hotel chain used theming to attract more customers.
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