Servitization through VR serious games: from manufacturing to consumer electronics

Vassilis Charissis*, Mohammed Soheeb Khan, David K. Harrison

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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The provision of services instead of the actual products is becoming a major area of interest for the products provision companies involved in the manufacturing, electronics and construction industries amongst others. Current work in the dissemination of the benefits of this business strategy has highlighted significant issues particular in services that require complex planning and bespoke structure for each client. The provision of such services is gradually migrating from the manufacturing sector to fintech and consumer electronics. The latter is a key part of the automotive industry and the new emerging technologies adopted by the rising market of Electric Vehicles (EV). Based on previous work on gamification of fintech servitization, this work explores the use of gamification to promote and demystify new software services and technologies in the automotive sector. To gauge the impact of gamification for such complex servitization offers, this study employs a case study of a prototype Augmented Reality (AR) – Head-Up Display (HUD) system. The AR-HUD has been evaluated by 15 users in the Virtual Reality Driving Simulation Laboratory (VRDS Lab) aiming to identify user experience (UX) and educate the potential customers on the benefits of these technologies and the value of the relevant software upgrades.
Original languageEnglish
Title of host publicationHCI International 2022 – Late Breaking Papers. Interaction in New Media, Learning and Games - 24th International Conference on Human-Computer Interaction, HCII 2022, Proceedings
EditorsGabriele Meiselwitz, Abbas Moallem, Panayiotis Zaphiris, Andri Ioannou, Andri Ioannou, Robert A. Sottilare, Jessica Schwarz, Xiaowen Fang
PublisherSpringer Nature
Number of pages11
ISBN (Electronic)1611-3349
ISBN (Print)9783031221309
Publication statusPublished - 25 Nov 2022
Event24th International Conference on Human-Computer Interaction: User Experience in Virtual Augmented and Mixed Reality (VAMR II) - Virtual, Gothenburg, Sweden
Duration: 26 Jun 20221 Jul 2022
Conference number: 24

Publication series

NameLecture Notes in Computer Science
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


Conference24th International Conference on Human-Computer Interaction
Abbreviated titleHCII
Internet address


  • consumer electronics
  • car software
  • servitization
  • gamification
  • user experience
  • augmented reality
  • virtual reality
  • head-up display
  • simulation

ASJC Scopus subject areas

  • Mechanical Engineering
  • Business, Management and Accounting (miscellaneous)
  • Human-Computer Interaction
  • Management of Technology and Innovation
  • Automotive Engineering
  • Computer Science Applications
  • Strategy and Management
  • Theoretical Computer Science
  • General Computer Science


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