Published on 30 January 2019

Will gaming shape the future of work?

How do you unite a team and motivate your employees so that they adopt your corporate objectives into their own ambitions?


Teambuilding activities have long led the way, but fun often gives way to over-competitiveness. The fashion for bungee or parachute jumping to prove your motivation is fortunately waning. Thanks to digital technology, and the ever-improving quality of video games, “serious games” (or applied games) have emerged and are entering the world of work. These multi-screen experiences combine a serious intention, be it educational, informative or commercial, with a playful twist. Employees from all over the world can discover and deepen their knowledge of their organisation in a fun and flexible way, whenever they like.

The automotive industry was the first to understand the value of video games and ever advancing functionality. Computer design (CAD) got the ball rolling. What started out as a bit of entertainment has become a vector of economy and efficiency in the professional world. With the level of detail offered by these tools, other sectors have chosen to adopt them in their own design and manufacturing processes.

Today, fans of video games, virtual reality, 4K and social gaming represent all socio-professional groups and also span the generations. Generations Z and X have both grown up with games becoming ever more sophisticated and widely distributed via competing consoles. Networks have erased distances, borders and language issues. Seeing their children so absorbed, the movement has spread to parents and even grandparents, who are immersing themselves in this world through their curiosity and desire to share with their family. Gaming 2.0 has become a universal language.

Offering employees a corporate dimension was a logical next step. Corporate gaming came to life and became a distribution tool for corporate culture and strategic directions.

It’s with this in mind that Orange launched Cube in 2016. The goal is to help employees learn the fundamentals of the Group’s strategy through a multi-national and inter-company corporate game. The game’s principle is simple: challenge a colleague anywhere in the world by taking part in 6 challenges about the Group each day. There are four different themes (Strategy, Orange World, Digital Ecosystem and one specific to the employee’s Zone or business activity). After three months of gaming, the top four teams will congregate in Paris for the grand final. Top scores go to the most right answers, regardless of the age, gender or professional level of the players so gaming is ultimately a democratic way to interest and reward employees.


Orange Cube 2019 at a glance:




79 participating countries

Translated into 5 languages: French, English, Arabic, Spanish and Polish

+ 12,000 registrations in the first week post launch

+ 4,300 questions on Group strategy

Results shared via Twitter

Corporate Gaming made possible thanks to Orange Applications for Business, an Orange Business Services subsidiary



In less than a decade, gaming has entered the world of work. From recruitment to preparation, evaluation and training – serious games, corporate gaming and social gaming have become real tools for supporting employees throughout their career path. The web, along with social media, have made gaming a daily companion, a way to have fun, learn, share and communicate. A fun way to retain employees, suppliers and customers.