A Customized Board Game
Makes Marketing Topics
More Meaningful

Project 6


This captive finance company was looking for a fun way to teach
marketing segmentation to every team member in varied job roles
across the company.


Inspired by Trivial Pursuit, the board game “Loyalty Pursuit” was
created. In the game, each player is assigned one of the market
segments, and quizzes other players on his/her character. Correct
answers receive cards that represent various products and
services offered by the company, which are required to win the game.

Uniquely PBD:

Because the game design involved peer-to-peer quizzing and
collaborative learning, engagement was high. So high that the
learners at an all-day offsite were begging to play it again!