Siemens' New Game Strategy

The German engineering giant's video-game-based modeling tool will allow companies to design factory equipment in a fraction of the time

Rich McDaniel, a research scientist at Siemens Corporate Research's Automation & Control Div., is in the middle of a presentation. The images projected onto the screen look like a cartoon version of a bottle factory: Curvy, lime-green containers waltz dizzily around geometric rotating purple and green cylinders. The cute, rudimentary imagery almost seems to have been culled from a 1980s arcade game, with bare-bones geometrical renditions of familiar objects—think Centipede or Frogger.

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