The Attijari Startup as a serious business game
Business and strategy games
Corporate communication
Recruitment
Banking and finance
Project overview
Context
Attijariwafa Bank launched the third edition of the Attijari Startup Game on October 30, 2023.
Objective
- Enhance the bank’s employer brand image among students from various schools.
- Identify high-potential interns that can join Attijariwafa Bank later.
- identify high-potential startups and support their development through advice and financing.
Challenge
Offer students an immersive and educational experience centered around strategy, entrepreneurship, and finance.
Solution
Game Format
Business and strategy game
Number of participants
100 students
Participation Settings
Played in teams
Duration
60 min
Customization
Creating content that reflects the banking industry and startup ecosystem and developing strategic business scenarios based on real-world startup challenges.
Planning the game stages to fit within a one-week duration, with specific deadlines for each challenge to maintain structure and pacing.
Ensuring the game content aligns with educational goals related to strategy, entrepreneurship, and finance, providing a practical learning experience.
The game features customized graphic design elements that incorporate Attijariwafa Bank’s brand identity, including logos, color schemes, and visual themes. This ensures brand consistency and enhances the immersive experience for participants.
A web app was created to host the game and was optimized for performance across devices, making the games accessible to everyone regardless of the technological limitations.
Game design
Virtual Escape Game
- Teams had 45 minutes to solve a series of puzzles that would unlock access to the startup’s confidential dossier. Success in this phase required effective communication and teamwork.
- Outcome: Teams that successfully completed the escape game received a code to unlock the next phase of the competition.
Strategic Analysis
Teams analyzed the startup’s business model, market position, and potential risks to identify its strengths and weaknesses.Participants were presented with 20 statements about the startup and had to categorize them correctly, with the goal of determining the startup’s key competitive advantages and potential challenges.
Strategic Scenarios
Teams developed strategic plans for the startup, prioritizing market segments, selecting marketing actions, and identifying growth opportunities. Participants worked through three challenges, including target market prioritization, marketing strategy selection, and growth strategy planning, using the information gathered in the previous phase.
Financial Planning
Teams made critical decisions about the startup’s business plan and financing over a two-year period. Participants determined the number of sales hires, selected funding options, and simulated the financial outcomes of their decisions, aiming to maximize the startup’s profitability while maintaining a positive cash flow.
Game completion
The game culminates in a closing session where scores are tallied, and the best-performing teams are recognized for their strategic prowess and decision-making skills.
Outcome
The Attijari Startup Game successfully engaged university students in a competitive and educational experience that combined elements of strategic thinking, entrepreneurship, and financial planning. By working through real-world business scenarios, participants not only developed their business acumen but also contributed to Attijariwafa Bank’s mission to identify and support high-potential startups. The game culminated in a closing session where scores were announced, and the winning teams were recognized for their strategic insights and decision-making abilities.
