customer games
Customer Games is a Netherlands-based firm that designs and delivers live business simulation games — including TacticTravel, Vulcanus, ChangeGame, CustomerDrive, and FutureFit — for enterprise, government, and education customers seeking experiential training in customer focus, innovation, change, service, and digital transformation. Revenue is generated through per-participant facilitation fees and a certified partner licensing model across the Netherlands, Belgium, and the UAE.
- Company typePrivate
- Founded2008
- HeadquartersLeiden, Netherlands
- Headcount—
- GTM typeB2B
- OfferingServices
What customer games does
Customer Games (customergames.nl) is a Netherlands-based private company founded in 2008 by Hans Vegter that develops and delivers live business simulation games for organizational learning, training, and change. The company sells a portfolio of five experiential simulation games — TacticTravel (customer focus), Vulcanus (innovation), ChangeGame (change management), CustomerDrive (customer service), and FutureFit (digital transformation, co-developed with Sioo) — each structured as a multi-round, role-played scenario in which teams experience organizational consequences in real time under facilitator guidance. The games are priced per participant (€135–€550 depending on game, duration, and online vs. live format) and can accommodate groups ranging from a single team of 10 to multi-team events of 300+ participants.
The core technology is not software in the conventional sense but a facilitation methodology: live, in-person or online simulations that combine role-play, team dynamics, and real-time decision-making within scripted organizational scenarios. The FutureFit game includes an online delivery format using the Viadesk collaboration platform and Google Sheets for administration. Underlying intellectual property includes scenario design, role structures, trainer manuals, and theoretical frameworks — notably the Sioo model that anchors FutureFit.
Revenue is generated through two streams: (1) direct game facilitation fees billed per participant when Customer Games or its partners deliver sessions, and (2) partner licensing fees from a network of 13+ certified partners across the Netherlands, Belgium, and the UAE who complete a Train-the-Trainer programme and then deliver the games independently to their own clients. The customer base spans roughly 40+ named enterprise, government, healthcare, and education organizations (including Rabobank, SNS Bank, National Bank of Abu Dhabi, Generali, Philips, Eneco, Berenschot, Gemeente Delft, and AFM), and the company is bootstrapped with no external funding, no parent company, and no subsidiaries.
customer games firmographics
Firmographics- Name
- customer games
- Legal name
- Customer Games
- Website
- https://customergames.nl
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Short description
- Customer Games is a Netherlands-based firm that designs and delivers live business simulation games — including TacticTravel, Vulcanus, ChangeGame, CustomerDrive, and FutureFit — for enterprise, government, and education customers seeking experiential training in customer focus, innovation, change, service, and digital transformation. Revenue is generated through per-participant facilitation fees and a certified partner licensing model across the Netherlands, Belgium, and the UAE.
- Ownership category
- akta.pro rank
Where customer games is headquartered
LocationHeadquarters
- HQ city
- Leiden
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
customer games business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Game Facilitation Fees: Revenue generated from facilitating live business games for organizations. Pricing is per participant, ranging from €135 to €550 depending on game type, duration, and format (online vs. live). Multiple teams can play simultaneously, enabling large group sessions.
- Partner Licensing: Partners license the right to facilitate CustomerGames business games after completing train-the-trainer program. Partners pay for licensing rights and receive game materials, trainer manuals, and ongoing support. Partners then facilitate games with their own clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | TacticTravel (Klant-erger-je-niet) - Customer Focused Organization Game |
| Unit Pricing | Multi-year contract | CustomerDrive - Customer Service Game |
| Unit Pricing | Multi-year contract | Vulcanus - Innovation Game |
| Unit Pricing | Multi-year contract | ChangeGame - Change Management Game (Intensive Version) |
| Unit Pricing | Multi-year contract | ChangeGame - Change Management Game (Light Version - Gift Factory) |
| Unit Pricing | Multi-year contract | FutureFit - Digital Transformation Game |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
customer games product offering
Product offeringCore offering
Customer Games designs and delivers live business simulation games for organizational learning, training, and change. The portfolio covers customer focus (TacticTravel), innovation (Vulcanus), change management (ChangeGame), customer service (CustomerDrive), and digital transformation (Future Fit). Games are facilitated by Customer Games directly or by certified partner trainers/consultants who license the games after completing a Train-the-Trainer programme.
Product overview
CustomerGames is a portfolio of five live business simulation games — TacticTravel, Vulcanus, ChangeGame, CustomerDrive, and Future Fit — each targeting a distinct organizational performance theme (customer focus, innovation, change management, customer service, and digital transformation). The games are facilitated either by CustomerGames directly or by a global network of certified partner consultants and trainers, who undergo a Train-the-Trainer programme to independently deliver the games with full customization to their clients' culture. Each game is priced per participant (ranging from approximately €135 to €550) and runs with different group sizes and durations.
Differentiator
Problem solved
Functional benefit
Brands
- TacticTravel: Customer focused organisation game - improving teamwork and turning clients into Ambassadors
- Vulcanus
- ChangeGame
- CustomerDrive
- Future Fit
Products and services
- TacticTravel (Klant-erger-je-niet) A live business simulation set in a travel agency where participants across Sales, Marketing, and Service roles experience how teamwork and customer-centric decisions affect satisfaction, loyalty, and retention, turning clients into Ambassadors. Priced at €145–€210 per participant for teams of 7–14; supports 300+ participants across multiple simultaneous teams.
- Vulcanus A live business simulation set in 2072 on the planet Vulcanus where participants develop, prototype, and launch innovative transportation products and services across multiple rounds, experiencing what it takes to succeed in open innovation. Priced at €190 per participant for teams of 10–18; supports multiple-team simultaneous play for large events.
- ChangeGame A live simulation of a change process set in a consultancy, where participants experience the dynamics, pitfalls, emotions, and resistance of organizational change and learn which interventions reinforce or undermine change. Offered as an intensive version (€330–€550 per participant, 2 days including first evening, 15–30 participants) and a light Gift Factory version (€180 per participant, 4–6 hours, 10–20 participants).
- CustomerDrive A live simulation set in a car rental company where participants experience what customers truly value in service interactions, practicing skills like active listening, first call resolution, pro-active handling, and end-to-end responsibility. Priced at €135–€190 per participant for teams of 7–13; sessions accommodate groups larger than 100 participants.
- Future Fit A live simulation set in a healthcare environment with six organizations (hospital, GP collective, tech startup) where participants experience digital transformation challenges and must decide which projects and experiments to pursue to sustain their organization over the next decade. Based on Sioo's theoretical model. Priced at €220–€330 per participant; online format runs 2 x 3.5 hours with 8–12 participants and live format runs 4–6 hours with 12–18 participants.
- Train-the-Trainer Programme A certification programme for consultants and trainers that teaches how to facilitate CustomerGames business games, including game mechanics, facilitation tips, and guided first-session support. Partners receive a trainer manual and ongoing support, enabling them to independently deliver the games to their own clients.
Quantifiable outcome
- 70% of change projects fail before completion - ChangeGame addresses this by teaching effective interventions and resistance management
- +3 more outcomes
Companies that use customer games
Customer profileNamed customers38 records
Segments5 records
Ideal customer profiles5 records
customer games technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
customer games partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, strategic and minor.
- TeamPLAYers (now CYOS)coreCees van de Zande leads TeamPLAYers (now CYOS), specializing in personal leadership and team development. Uses CustomerGames business games in development trajectories, focusing on leadership development, collaboration, and customer focus.
- Quality SupportcoreRon Gubbels leads Quality Support, market leaders in customer service measurement across all channels. Uses business games for 3 years to enhance change processes, finding it a fantastic and effective way to create awareness and learning.
- Smart ConnectionscoreRuud Verduin leads Smart Connections, specializing in customer engagement, customer experience management, and CRM. Uses games to highlight importance of customer focus and enable organizational change.
- HumanexstrategicTom Gouman leads Humanex, a subsidiary of TwynstraGudde and member of Cordence Worldwide. Partners with clients to bring ideas to life and turn innovation into sustainable, profitable growth.
- SioocoreMarguerithe de Man represents Sioo, an inter-university centre teaching agility in change management. Sioo theoretical model provides the foundation for FutureFit game, defining successful organizations through five characteristics.
- VoorziecoreArno Brons and Gerard Rooks lead Voorzie, part of Achmea Group. Provides solutions for fast-changing times driven by technology, helping organizations tackle new opportunities and challenges.
- IntellertsminorMark Vermeulen leads Intellerts Academy, focusing on advising, developing, and training around Data Science and transition to data-driven organizations. Uses data science to facilitate organizational transformation.
- Review PartnerminorHelma Veenstra leads Review Partner, providing all tools to turn customers into ambassadors. Specializes in customer review and reputation management.
- M&I/PartnerscoreAntoon van Luxemburg and Karin Zwiggelaar lead M&I/Partners, IT consultancy for healthcare and government. Provides strategic and tactical IT solutions, incorporating organization, business, and technology aspects.
- De ServicetrainercoreSven De Clercq leads De Servicetrainer in Belgium, specializing in customer focus implementation, improvement, and consolidation. Offers custom solutions, customer experience plans, training, and interim management.
- UmitalcoreEline Grouwels and Elke Struys lead Umital in Belgium, accelerating digital transformation by measuring and improving workplace behavior. Their 'Human Due Diligence' approach connects company strategy with employee productivity.
- ProTrainingcorePatricia O'Sullivan leads ProTraining in UAE, solving performance issues and developing people for future performance. Serves best companies in the Middle East.
- LeanPlusminorRuben van Hooijdonk leads LeanPlus, supporting organizations in working without waste. Uses Klant-erger-je-niet as an effective and fun tool for awareness of company-specific waste and continuous improvement.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
customer games competitors and assessment
Company assessmentDirect peers
- Marketplace Simulations: Develops business simulations for retail, supply chain, and entrepreneurship training. Comparable facilitator-supported simulation product targeting experiential learning outcomes.
- BTS: Global leader in business simulations for Fortune 500 leadership development, strategy, and sales enablement. Most direct comparable — both design and facilitate custom business simulations for enterprise transformation outcomes.
- Knowledge Matters: Business simulations for high school, college, and corporate career-readiness programs (Virtual Business, Fashion, Sports). Comparable simulation-based experiential learning methodology with adjacent customer segments.
- Celemi: Swedish-origin business simulation games for customer focus, change, and learning (now part of BTS). Directly comparable product philosophy — facilitator-led business games targeting organizational transformation themes similar to CustomerGames' portfolio.
- Smartsims: Business strategy simulations (Markstrat, StratSim) used in business schools and corporate strategy training. Directly comparable simulation product and facilitator-led delivery model.
- Capsim: Develops business simulations (Capsim Core, Capstone) used in business schools and corporate training. Comparable product (hands-on business simulation for learning) and overlapping customer base in management education and corporate L&D.
- Stratx Simulations: Strategy and innovation simulations for MBA programs and corporate executive education. Directly comparable simulation methodology and customer profile.
Broad incumbents
- Wilson Learning: Global training and development company with simulation-based sales, negotiation, and leadership programs. Overlaps with CustomerGames' customer service and customer focus themes within a much broader L&D portfolio.
- Skillsoft: Large enterprise learning platform that increasingly bundles gamification and experiential content. Adjacent rather than directly competitive, but a potential threat as enterprise L&D spend consolidates into platform incumbents.
Emerging players
- GoVenture: Business and life-skill simulations for education and entrepreneurship training. Overlapping experiential learning category with broader consumer/educator focus than enterprise training.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
customer games social profiles
Digital presencecustomer games financial estimates
Financial estimateRevenue estimate
Valuation estimate
customer games leadership team
Management profileNumber of profiles
Profiles1 record
customer games funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
customer games M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about customer games
What does customer games do?
Customer Games designs and delivers live business simulation games for organizational learning, training, and change. The portfolio covers customer focus (TacticTravel), innovation (Vulcanus), change management (ChangeGame), customer service (CustomerDrive), and digital transformation (Future Fit). Games are facilitated by Customer Games directly or by certified partner trainers/consultants who license the games after completing a Train-the-Trainer programme.
Is customer games a public or private company?
customer games is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was customer games founded?
customer games was founded in 2008.
Where is customer games based?
customer games is headquartered in Leiden, Netherlands, in the Europe region.
How does customer games make money?
Two revenue lines are on record. Game Facilitation Fees are the primary driver. The others are partner Licensing.
Who are customer games's main competitors?
Direct peers on record are Marketplace Simulations, BTS, Knowledge Matters, Celemi, Smartsims, Capsim and Stratx Simulations. Broad incumbents are Wilson Learning and Skillsoft. GoVenture is listed as an emerging player.
Does customer games have an API?
No public API is recorded for customer games.