IBM's Management Games

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For IBM's new research, the computer giant tracked the leadership qualities of gamers with the help of Seriosity (a company that develops enterprise software inspired by multiplayer games), Stanford, and MIT. IBM also surveyed more than 200 game-playing managers at the company over a seven-month period. Besides IBM, there are several others, such as Joi Ito, a tech entrepreneur, looking at how managing fast-expanding "guilds," or teams, in multiplayer games provides a forum for trying out different corporate management styles.

"Management Flight Simulators"

The IBM researchers found that those who are deeply immersed in online worlds that link millions of players, such as World of Warcraft, were ideally suited to manage in the new millennium. They were particularly savvy at gathering information from far-flung sources, determining strategic risks, failing fast, and moving on to the next challenge quickly. "If you want to see what business leadership will look like in three to five years, look at what's happening in online games," says Byron Reeves, a Stanford University communications professor and co-founder of Seriosity.

One of the key findings from the research, says Thomas Malone, an MIT professor of management and Seriosity board member, is that companies need to create more opportunities for flexible, project-oriented leadership. In fast-paced games, people can jump in to manage a team for as little as 10 minutes, if they have the needed skills for the task at hand. "Games make leaders from lemmings," says Tony O'Driscoll, an IBM learning strategist and one of the authors of the study. "Since leadership happens quickly and easily in online games, otherwise reserved players are more likely to try on leadership roles."

The study points out that games can become "management flight simulators" of sorts, letting employees manage a global workforce in cyberspace before they do so in the real world. More than half of the managers surveyed say playing massive multiplayer games had helped them lead at work. Three-quarters of those surveyed believed that specific game tools, such as expressive avatars that can communicate via body language, as well as by voice and typing, would help manage remote employees in the real world.

Promoting New Products

IBM, of course, has every reason to stress the importance of online gaming. It's trying to fashion itself as the go-to consultant for business games, working with more than 250 clients. Although best known for its 24 islands in the online universe, Second Life, only 13% of all the work IBM does in games and virtual worlds is in Second Life. Earlier this year IBM established a separate unit for 3D Internet. And the results of the War of the Worlds contest may be compiled into a catalogue to be shared with clients.

For now, IBM's challenge is convincing companies that online games are more than just a frivolous pursuit. That's clearly one desired outcome of the study. But IBM also is pouring millions into developing what it calls "the 3D Internet," in the hope that corporate gaming will become the next lucrative online frontier.

McConnon is a staff editor for BusinessWeek in New York.