LinerGame has launched the Strategic Alliance Game worldwide after its debut at Hapag-Lloyd’s Global Management Meeting in Hamburg, where around 190 senior executives played the new simulation in LinerGame’s largest workshop to date.
The new game is designed for experienced maritime professionals who already understand the fundamentals of liner shipping. Its focus is the harder strategic problem that begins when two carriers share a service while each continues pursuing the best result for its own line.
ONE SERVICE, TWO SETS OF PRIORITIES
A booking taken early can tighten capacity later in the service. If new demand appears, one carrier may need slots controlled by another carrier with commercial priorities of its own.
The Strategic Alliance Game turns that interdependence into the central challenge of a one-day company workshop. Two teams run container lines across an eight-port service under a vessel sharing agreement, setting their own priorities while sharing vessel capacity.
Across up to six rounds, participants take bookings, trade slots and plan stowage while demand, prices and disruptions keep changing the decisions in front of them. The simulation reports utilisation, schedule reliability, customer service and profit after each round, so teams can compare the result with the strategy they started with and decide what to change next.
Participants move through roles spanning strategy and coordination, uptake and capacity, and stowage and performance. Changing roles changes which decisions they own, while the consequences of decisions elsewhere in the service still arrive at their door.
For experienced teams, that shifts the emphasis from learning how liner shipping functions to deciding and executing strategy under changing conditions across an alliance.
FROM HAMBURG TO COMPANY WORKSHOPS WORLDWIDE
The game made its debut at Hapag-Lloyd’s Global Management Meeting, where LinerGame delivered the format at executive scale for around 190 senior leaders.
The workshop ran across four breakout rooms, with two alliance simulations in each. Participants took responsibility for individual ports, while a digital platform captured commercial and operational decisions and fed performance results back into the simulation.
The Strategic Alliance Game is now available worldwide as a one-day company workshop for 32+ participants, facilitated by a liner shipping expert. It is suited to experienced maritime professionals and teams that have already played the Liner Shipping Game.