Businesses are constantly facing a market in a state of continuous and rapid change; demand varies quickly and companies must always keep an eye on evolving customers’ needs as well as maintaining the interest towards their brand and the products they offer. In addition, the shortening of a product’s life cycle, along with the tightening of cross-sector competition, make it more and more crucial to exploit diversification strategies based on the satisfaction of market-niche demands and on the ability to enhance the value of the product image.
Customer knowledge is therefore a key factor in keeping the business competitive and developing the marketing strategy.

Moreover, even customers become confused by many alternative products, so it is necessary to do something different in order for a product to stand out among the others.
The Serious Game presented by imaginary is a tool able to combine two functions in one application: customer knowledge and brand/product promotion.