Each player will be able to create and manage a pharmaceutical company, use a virtual laboratory and create molecules. The aim of the beta version of Syrum, from Boehringer Ingelheim, is to show society the complexity of drug research and development processes and to promote knowledge and innovation.
18 SEPT – Boehringer Ingelheim announced the beta release of Syrum. The social game will be created for Facebook, it will have the function of informing and training in a changing digital world. Under development for more than two years, Syrum was in fact specifically designed to demonstrate the complexity of drug research and development processes, using game mechanisms, and promote knowledge and innovation in the digital community in a fun and engaging way.
“Play is increasingly being used for education around the world as awareness grows that people are more motivated and challenged by interaction and a playful and engaging form of learning,” said Jez Rose, a behavioral psychologist in Buckinghamshire, UK. “Syrum is a great example of how a fun game can be used for education, keeping interest and engagement high through a logical learning platform.”
Syrum is a game in which participants can create and manage their own pharmaceutical company, use a virtual laboratory to discover and create hypothetical medicines that improve the health of the world. Players can create molecules and trade them with other players. In each 'stage' of the game the participants are faced with a specific problem, disease or pandemic. The goal is to find the cure, starting with the creation of an active ingredient, continuing with the conduct of a clinical study, up to making the drug available on the market.
"The pharmaceutical company, which has its engine in research, has always cultivated and stimulated the communication and training activity towards doctors, professionals in the sector or directly the public" said John Pugh, head of digital communication at Boehringer Ingelheim. “The game is an experimental way in which Boehringer Ingelheim pursues this goal. The challenge is to make it in an engaging, fun and educational way, so from within
