1. Does Level Up support GameStops business? Explain.

2. Do you think that online game-based learning like Level Up needs to be supplemented with some type of face-to-face training or coaching? Why or why not?

3. What features of game-based learning, such as Level Up contribute to its effectiveness as a training method? Explain why.

Learning through Gaming at GameStop GameStop, a retailer of new and used video games, con- company hires and needs to train up to 25,000 temporary sumer electronics, and wireless services, has over 53,000 employees. Although only approximately 15% of these employees in more than 5,800 locations worldwide. temporary employees become full-time employees, even if GameStop customers can get games there that aren't avail- they never work for GameStop again, they are still potential able anywhere else, and the company allows customers to customers. Training helps ensure new employees provide buy, sell, or trade old games and electronics, unlike many of consistent customer service, which translates into satisfied its competitors. GameStop serves a variety of customers, customers and return business. As a result, GameStop's from five year olds and their parents who are looking for training doesn't focus on teaching employees about video Nintendo games, to adult gamers who want to buy the latest games but instead emphasizes how to interact with customers gaming equipment. Most GameStop employees (called and understand their gaming needs. Also, the training helps game-associates) hold part-time, entry-level jobs that require employees become ambassadors for the company by sharing them to work several shifts during the week. Most new their knowledge and passion for gaming with customers. employees who join GameStop are expert gamers, have The Level Up program is an online game-based training expertise about the technology and trends influencing the program that enables employees to complete training on gaming market, and were loyal customers themselves. their own time and at their own pace, scoring points and GameStop believes the gaming experience and gaming pas- earning badges based on achieving different skills and sion of its employees differentiate it from big-box retailers advancing to the next level. Learning missions require that also sell games. trainees to read documents, watch videos, and take quiz- Training is especially important for GameStop because of zes. No mission is longer than 30 minutes. Training conthe business realities of normal turnover and seasonal hiring. tent varies based on the employees' needs, allows them to Game-associates often leave for other jobs or opportunities log in and out of training at any time, and allows them such as going back to school. During the holiday season, the to skip content they already know. As they earn points to complete levels, the next level of learning is unlocked, giv- prepared to do their jobs, and managers like having the abiling them access to new badges and learning missions. In ity to easily track employees' training progress. addition to preparing new game-associates, the Level Up program provides training for more experienced game- QUESTIONS associates who may be more interested in a retail career and 1. Does Level Up support GameStop's business? Explain. want to gain the knowledge and skills necessary to become 2. Do you think that online game-based learning like Level assistant managers and store managers. To support online Up needs to be supplemented with some type of face-tolearning, all managers complete a train-the-trainer program face training or coaching? Why or why not? designed to help them mentor and coach all employees, but 3. What features of game-based learning such as Level Up especially seasonal hires. Managers learn how to explain contribute to its effectiveness as a training method? the customer service process, create opportunities for new Explain why. hires to "shadow" them, and provide feedback when trainees make mistakes. SOURCES: Based on S. Gale, "'Tis the Season to Be Training," Chief Learning The results for Level Up have been positive. Customer Officer,April2016,pp.58,60,65;M.McGraw,"StayingPower,"HumanResourceExecutive,January/February2015,pp.39-41;"AboutGameStop," surveys show high levels of satisfaction, employees feel www.gamestop.com, accessed February 1, 2019