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Club of Amsterdam Journal, April 2009, Issue 116

April 2009, Issue 116

Welcome to our bi-weekly Club of Amsterdam Journal.

"Gaming in 2020 - how gaming is influencing everybody.

Games for

business development
mobile phones
relation management

The development of the technological tools has made it possible to make computer games and in the past decades games have conquered the world. What started with simple games like 'space invaders' and 'pong' seems to be influencing far more than our free time. And not just kids play games anymore.

Through the development of games we now are getting new perceptions of our world. By creating new technology and in using new tools we recreate ourselves, and the world around us.

It is an undemocratic process; there is no legislative body, no scientific council, nor a political one which has a blueprint how this will influence our world, how this process should play out.

Like nobody ever voted for printing, for steam engines, penicillin, telephones, televisions or the internet. But they happened and changed our lives.

This evening you will be confronted with different outlooks on the future of games. You are confronted with ideas about a future, based on the knowledge the speakers now have and the expectations of their development and influence.

You are invited to join the discussion how the future of games will change your live." - Event concept:by Carla Hoekendijk

In case you would like to hear more and also share your thoughts, then email us or visit our next event about the future of Games on April 23. Location: Cultuurhuis Diamantslijperij, Tolstraat 129, 1074 VJ Amsterdam

Felix Bopp, editor-in-chief


Games for older 'kids'

Next Event

Club of Amsterdam blog

News about the Future


Mobile Applications

Recommended Book

Environmental Bamboo Foundation (EBF)

Futurist Portrait: Juan Enriquez


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.Games for older 'kids'


The entrepreneurs game Enterprise is an online game that develops and trains the entrepreneurs skills needed to do business. It was designed to teach young people in school to acquire business and entrepreneur competencies through play. Players receive a virtual seed capital. From that moment on, they will be expected to run their business successfully. Participants may opt for any of four choices – media, gardening, ICT and beauty parlour – as well as for their base of operations. The game offers countless possibilities, opportunities and situations that also occur in real business life. Some examples: the virtual entrepreneurs can hire, train and fire people, start a media campaign, do marketing research and adapt their own prices. Enterprise allows simultaneous playing by groups of up to 30 players, entering into mutual competition or working together as colleague entrepreneurs. This game was co-produced by ROC West-Brabant, Games Factory Online and RANJ.


"Nobody knows military simulations like the world's premier land force, the United States Army. So, when the Army began making the America's Army game to provide civilians with insights on Soldiering from the barracks to the battlefields, it sent its talented development team to experience Army training just as a new recruit would. The developers crawled through obstacle courses, fired weapons, observed paratrooper instruction, and participated in a variety of training exercises with elite combat units, all so that you could virtually experience Soldiering in the most realistic way possible."


FloodSim, is a policy based game where the player is in charge of all government spending on flooding for 3 years.

FloodSim puts you in control of all flood policy decisions and spending in the UK for 3 years. Whether its deciding how much money to allocate to flood defences, deciding where to build houses, or how best to inform people about the risk of flooding, you are in control.

FloodSim is a serious game with the aims to raise awareness of the vast number of issues surrounding flood policy and Government expenditure and to increase citizen engagement through an accessible simulation.

Virtual BattleSpace

Serious Games are used by SWEDINT during command post exercises to visualise the situation in area of responsibility e.g. virtual helicopter reconnoitre. Untied Nations Police Officers Course (UNPOC) uses serious games to train UN police officers how to handle different situations in a mission area, map reading, radio communication and writing reports. The game used is Virtual BattleSpace (VBS).

Venture Arctic

In Venture Arctic, players create and control ecosystems of Arctic animals. You can blow the scent of a beached bowhead whale to a hungry wolverine, melt snow to feed epic herds of caribou, or freeze over the ocean to protect schools of arctic cod from ravenous puffins and seals.

The game is based on the seasonal rhythms of the Arctic – in the summer animals fatten up on grasses, in the fall the oceans are choked with plankton, and in the winter animals must struggle to survive.

Players must balance life and death, sickness and health, and discover the natural rhythms of the animals in one of the wildest and harshest biomes on earth. It’s a broad, epic game, and one that can make kids, and even hard-core gamers, think in ways that they may never have experienced before.

.Next Event

the future of Games
Thursday, April 23, 2009
Registration: 18:30-19:00, Conference: 19:00-21:15

Cultuurhuis Diamantslijperij, Tolstraat 129, 1074 VJ Amsterdam

The conference language is English.

Instituut voor Media en Informatie Management, Hoogeschool van Amsterdam

Our speakers are
Jeroen Elfferich, CEO, Ex Machina

David Nieborg, PhD researcher, Amsterdam School for Cultural Analysis (ASCA)

Kars Alfrink
, Interaction Designer, Leapfrog

GAF van Baalen , Co-owner, Concept and artdirection, Ranj Serious Games

Ellen de Lange-Ros,
Owner, Faxion

Moderated by Matthijs Dierckx Kuijper, Publisher, het Redactielokaal

.Club of Amsterdam blog

Club of Amsterdam blog

April 5: Visions for a Sustainable Future
February 10:
How China, A Rising World Power Deals with the Current Crisis and Challenges Facing the World
January 5: It Happened
January 5: The Real Truth About Beauty: A Global Report

.News about the Future

Fluorescent Silk

Silk thread is made by pulling threads from cocoons made by silkmoth larvae (silkworms). Researchers have now developed three lines of transgenic silkworms. The first line produces silk threads that emit green, red, or orange fluorescent light. These threads were created by introducing into silkworm eggs genes that promote the generation of fluorescent proteins.

Silk thread is made by pulling threads from cocoons made by silkmoth larvae (silkworms). Researchers have now developed three lines of transgenic silkworms. The first line produces silk threads that emit green, red, or orange fluorescent light. These threads were created by introducing into silkworm eggs genes that promote the generation of fluorescent proteins. The National Institute of Agrobiological Sciences (NIAS) has been able to achieve green fluorescence using genes extracted from jellyfish, a technique developed by Nobel Prize-winning chemist Osamu Shimomura, and red and orange fluorescence with genes extracted from coral, a technique that has already been used in commercial applications.


Human Development Research Paper Series

The Human Development Research Paper (HDRP) Series has been launched in order to share recent research commissioned to inform the global Human Development Report, which is published annually, and further research in the field of human development.

The HDRP Series is a quick-disseminating, informal publication whose titles could subsequently be revised for publication as articles in professional journals or chapters in books. The authors include leading academics and practitioners from around the world, as well as UNDP researchers. The findings, interpretations and conclusions are strictly those of the authors and do not necessarily represent the views of UNDP or United Nations Member States.

Unluding topics like: "Mobility and Human Development", "The Governance of Migration Policy", "The Political Economy of Immigration Policy", "Migration and Gender Empowerment: Recent Trends and Emerging Issues", "Human Development Impacts of Migration: South Africa Case Study"


Chiquita Chandelier
recycled cardboard, splitpen by
Anneke Jakobs, 2003

"As an applied artist Anneke Jakobs is an investigator and critic of the relation we have with our stuff. She investigates and dissects stuff (and people) and without using words she gives gentle comment on our material world. Her work shows her way of thinking and search, that always starts at stuff."

Lamp, Plastic spoons, metal by Studio Veríssimo

"Studio Veríssimo results from the collaboration of Cláudio Cardoso and Telma Veríssimo. Both young and up comming artists from Portugal with an international career with works shown in countries like Italy, U.S.A., Japan and Holland. Their projects contains lots of love, that make people smile when they look at them. Claudio and Telma want to make people happy with their designs."

Cascase Lamps
by Michelle Brand

"The root of my interests lies in sustainable waste management.
At present it has manifested itself into a designer maker practice.
I have designed an aesthetic and decorative fabric from which most people in the western world would perceive to be waste/rubbish.
The fabric is composed of plastic drinks bottle bases, which have been cut, sanded and then tagged together.
I love seeing design opportunities where most people only see problems.

by Stefan Lehner

"I intend to bring in our houses the sober beauty of actual industrial objects but I want simultaneously to take profit from their former function: a spring damps weights (banc, office chair), a car seat has a good ergonomics (arm chair, sofa, reception room), a chain tracks and stays flexible (arm chair, bed, couch) and a supermarket trolley rolls and can be pushed together for storage (seat, child car, coat rack)."

Recycled Pet Lamp
by System Design Studio

"SDS is a multidisciplinary team who seeks to understanding the design as an integral system, from one extended point of view. creating solutions in all areas of the design , from the architecture up to de daily objets "

.Mobile Applicationss

The Mobile Marketing Association (MMA) announced the publication of its latest educational resource: a white paper on mobile applications. Developed collaboratively by MMA members ScreenTonic, Unkasoft Advergaming, Vodafone Group Service Ltd. and Yahoo!, within the MMA Mobile Advertising Committee, the paper provides an overview of the mobile applications available to advertisers and the key considerations for optimizing both campaign effectiveness and the overall user experience. The paper also describes the major types of mobile applications in use today, including social networking, games, multimedia, maps and directory services – in terms of their technical features and requirements, and the opportunities that they create for advertisers, agencies, mobile operators and application developers.

The Mobile Marketing Association )MMA) is a global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 650 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches.

The MMA Mobile Applications white paper covers topics such as:

  • In-game advertising
  • Ad unit types, including banners, tagged ads and full-page ads
  • Application connectivity types, including intermittently and non-connected applications
  • Ad serving, targeting and rendering
  • Response options
  • Success drivers

You can download the white paper as a *.pdf click here

.Recommended Book


Changing the Game: How Video Games Are Transforming the Future of Business
by David Edery (Author), Ethan Mollick (Author)

Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit! Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army's total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google's computers cannot identify on their own. Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity!in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general. *In-game advertising, advergames, adverworlds, and beyond Choose your best marketing opportunities--and avoid the pitfalls *Use gaming to recruit and develop better employees Learn practical lessons from America's Army and other innovative case studies *Channel the passion of your user communities Help your customers improve your products and services--and have fun doing it *What gamers do better than computers, scientists, or governments Use games to solve problems that can't be solved any other way

.Environmental Bamboo Foundation (EBF)

The Environmental Bamboo Foundation (EBF) is an Indonesian non-profit organization founded by designer Linda Garland in 1993 to protect tropical forests by promoting and demonstrating the many conservation and development opportunities that bamboo offers. In less than three years EBF has helped put bamboo on the conservation and development agenda of Indonesia while generating an international interest in bamboo that's growing exponentially. EBF, based in Bali, Indonesia has affiliate non-profit organizations in America (IBF), and Holland, also dedicated to spreading the news about bamboo.

The EBF has a focus upon international development, through consulting and education, preservation research, agro forestry projects, watershed reclamation, plantation development and policy development. Weekly educational workshops under the guidance of the staff of the Environmental Bamboo Foundation are ongoing in Indonesia. To date, all EBFand IBF board members have volunteered their time and resources to promote bamboo as an environmental solution. The EBF works in concert with the International Bamboo Foundation, the Zeri Foundation and an international network of bamboo associations, scientists, universities and governments.

DEFORESTATION and increased CO2 emissions threaten the earth's biodiversity and the very air we breathe...
Perhaps the environmental crisis' at hand have not yet touched your life, but the time is shortly to come. Recent NASA reports of a 60% loss of ozone over the arctic provide an explanation for increased severity in the worlds weather patterns which has only begun to affect us whether directly or indirectly. The social, political and economic implications are difficult to imagine as our ozone layer continues to thin, forests disappear and desertization is occurring at an alarming rate.

The earth desperately needs the attention and action of us all or our children's children will surely not have a world fit to live in. There is no one solution but amazingly, the simple bamboo plant can make a dramatic positive impact in many areas. It is our goal to inform and raise awareness about "Bamboo, People and the Environment" and provide the tools and information to then respond in one's own way in their own world. Every action counts, every person counts...

The Bamboo Nursery: With the help of LIPI's Dr. Elizabeth Widjaja and INBAR, EBF maintains a growing nursery to meet current and future needs for various planting projects. Started with eighty species of bamboo, EBF has successfully propagated more than 35,000 seedlings. While ensuring the propagation of all species, particular emphasis has been given to those most suitable for timber, shoot production and landscaping.

Waterfall House by
Linda Garland

Oprins Plant NV - Europe's leading supplier of elite bamboos and high quality ornamental trees and shrubs

Feng Shui House Germany

An extraordinary office building was created in 2005 in Darmstadt Germany by two feng shui architects. Susanne Körner and Tillman Schäberle designed a house with a roof construction on 33 supporting bamboo columns.

Due to the special form of the building the flow of energy needed to be supported in a positive way. The walls were made of compressed straw covered with earth plaster. The wooden roof construction was thermal insulated with hemp and finally covered with a living roof.

This structure is the first German house with a load bearing bamboo construction. Such structures have been made possible by the development of our CONBAM Joining Technique.

CONBAM received authorization from the Ministry for Economy and Technique Wiesbaden, did the static calculation for the building, and produced and assembled the 33 bamboo columns.

.Futurist Portrait: Juan Enriquez

Juan Enriquez, Chairman and CEO, Biotechonomy LLC

Juan Enriquez, bestselling author, businessman, and academic, is recognized as one of the world's leading authorities on the economic and political impacts of life sciences. He is currently Chairman and CEO of Biotechonomy LLC, a life sciences research and investment firm. He was the Founding Director of the Harvard Business School Life Sciences Project, and author of the global bestseller As the Future Catches You: How Genomics & Other Forces are Changing Your Life, Work, Health & Wealth. (Selected by Amazon's editors as one of the best business books of the year). His latest book, The Untied States of America: Polarization, Fracturing, and Our Future, which explores why some countries are successful while others disappear, was published by Crown Business in November of 2005.

He has published several key articles including, "Transforming Life, Transforming Business: the Life Science Revolution," co-authored with Ray Goldberg, which received a McKinsey Prize in 2000 (2nd place). He co-authored the first map of global nucleotide data flow as well as HBS working papers on "Life Sciences in Arabic Speaking Countries", "Global Life Science Data Flows and the IT industry", "SARS, Smallpox, and Business Unusual," and "Technology, Gene Research and National Competitiveness." Harvard Business School Interactive picked Juan as one of the best teachers at HBS and showcased his work in its first set of faculty products.

The Harvard Business Review showcased his ideas as one of the breakthrough concepts in its first HBR List. Fortune profiled him as Mr. Gene. Time asked him to co-organize the life sciences summit commemorating the fiftieth anniversary of the discovery of DNA. Seed picked his ideas as one of fifty that "shaped our identity, our culture, and the world as we know it."

Mr. Enriquez serves on a variety of boards including Cabot Corporation, The Harvard Medical School Genetics Advisory Council, The Chairman's International Council of the Americas Society, the Visiting Committee of Harvard's David Rockefeller Center, Tufts University's EPIIC, Harvard Business School's PAPSAC.

Juan was also part of a world discovery voyage led by Craig Venter, who sequenced the human genome. The multi-stage sailing voyage sampled microbial genomes throughout the world's oceans. This expedition involved a number of institutions and top scholars including The Institute for Genomic Research, Woods Hole Oceanographic Institute, The Explorers Club, and Prof. E.O. Wilson. It led to the discovery of an unprecedented number of new species.

He previously served as CEO of Mexico City's Urban Development Corporation, Coordinator General of Economic Policy and Chief of Staff for Mexico's Secretary of State, and as a member of the Peace Commission that negotiated the cease-fire in Chiapas' Zapatista rebellion.

He earned a B.A. and an MBA from Harvard, with honors.

Tech evolution will eclipse the financial crisis
Juan Enriquez at TED


Our Season Program 2008 / 2009:

April 23,2009
18:30 - 21:15

  the future of Games
Location: Cultuurhuis Diamantslijperij, Tolstraat 129, 1074 VJ Amsterdam

May 28, 2009
18:30 - 21:15

  the future of BioMed
Location: Syntens, De Ruyterkade 5, 1013 AA Amsterdam [Building of the Chamber of Commerce]

The Club of Amsterdam visits the Royal Society [RSA] in London

June 25. 2009
18:30 - 21:15

  the future of Connectivity
Location: Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA), 8 John Adam Street, London WC2N 6EZ


Your comments, ideas, articles are welcome!
Please write to Felix Bopp, Editor-in-Chief:

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