New changes in organizational design to instigate co-creation dynamics and innovation: A model based on online multiplayer games

This theoretical article proposes a Closed Cycle Model of Online Dynamic Co-Creation (ODCC). It´s an open innovation model based on the principles of online multiplayer games development for organizations in Business to Client (B2C) context, as an alternative to promote Dynamic Online Co-creation and Innovation. Online multiplayer games have the propriety to evoke dimensions that combine knowledge creation, sense-making, loyalty, sense of community, interaction and emotion, which are essential for continuous and dynamic process of co-creation. This model opens the possibility that from the moment the player´s community in a virtual environment, linked to the organization, becomes a strategic asset for co-creation and innovation, the games industry can serve as a new paradigm for organizational design, going beyond purely entertainment.