An advanced simulation game for municipal traffic is the first example of a new active learning media channel.  This is claimed to be the communication method of the future, as well as an interesting alternative to traditional information-transfer media such as brochures, video presentations, etc. The claim is made by the Swedish advertising agency Nord & Syd Europa AB, who are introducing their large-scale venture as a general model and as a system for computer simulated training and presentation. ‘This is a media channel which creates completely new dimensions and possibilities for both qualitative and economically interesting information transfer’, commented Ulf Eneqvist, Project Manager and also the person responsible for both concept and game-script. ‘The method is especially suitable for demanding target groups, and those with which it is difficult to communicate’, he continued. ‘An example is young people who are used to combination training via play, competition, or entertainment methods.

Stockholm’s regional transport company, Storstockholms Lokaltrafik-SL, is the first company in Europe to apply this new form of communication for both useful and leisure information transfer. The game is distributed free on CD-ROM to all schools in the region. The objective is to use a game as a training method. The company’s own employees, as well as politicians and marketing operatives, are also target groups.
The main product is called ‘SL - The Game’, and is based on authentic conditions and numerical values taken from the transport company’s annual accounts, traffic surveys, passenger statistics, etc.
Computer animations as well as advanced and attractive graphics with realistic streets, buildings, parks, etc in the Stockholm region give stimulation to produce measurable results from the game. Skills are evaluated in terms of market share attained, environmental effects, quality of service, total economy, etc. In the game it is possible to extend or reorganise the various types of traffic and route, invest more or less in the environment, finance graffiti removal, and much else. In later categories, it is also possible to take account of the interests of the media and other opinion groups.
From the transport company’s viewpoint, the object is to present and increase understanding of the complex structure of municipal traffic in the most modern, interesting, and authentic way possible.
Future uses and applications of this technique and form of game are expected to be in a range of applications, not least in the service sector.
To handle the anticipated development, the company has formed a new business division, Nord & Syd Virtual. The company claims that this will allow it to make use of the existing combination of a well-established agency having wide knowledge of communications and marketing, with an unusually high level of information processing competence and maturity for the office sector, and an extensive and active technical network.

Caption:
A new system for computer simulated training and presentation is being launched as the communication method of the future. Behind the launch is, unusually, an advertising agency, the Swedish company Nord & Syd Virtual. The first application, ‘SL-The Game’ deals with regional traffic planning.

For further information please contact:
Ulf Eneqvist
Nord & Syd Virtual
Eriksbergsgatan 1 A
S-114 30 Stockholm
Sweden
Tel: +46 8 611 9019
Fax: +46 8 611 9065
e-mail: (ulf@nord-syd.se)

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