Boehringer launches Facebook game

German drug maker Boehringer Ingelheim has launched its highly anticipated 'social game' Syrum across Europe.

Developed as an application for Facebook, Syrum is the first of its kind for the pharma industry and aims to educate players through a combination of gaming and social interactivity.

Unveiled at a consumer-style launch at the London Science Museum, the game spent more than two years in development and has been designed to help explain some of the processes of medicine research.

"The use of gaming in education has been put to effective use all over the world as more organisations appreciate that humans are better motivated and stimulated by interaction, fun and engagement", said Dr Jez Rose, behavioural psychologist from Buckinghamshire.

"Syrum is a fantastic example of how fun gaming can be used to provide educational delivery, whilst maintaining interest and engagement through a logical platform-learning style."

Based around a virtual laboratory, Syrum players can develop their own imaginary medicines based around molecular compounds that can also be traded with other players.

"The research driven pharmaceutical industry is immersed in education – whether aimed at medical or pharmaceutical professionals or providing information directly to the public," said John Pugh, director of digital, Boehringer.

"Gaming is an experimental way for Boehringer Ingelheim to do this. The challenge is to do this in a truly engaging, educational and entertaining way that immerses the player."

Built into Facebook, Syrum has initially been launched in a beta format outside the US and Canada, but the company is planning a full global launch next year.