Boehringer Ingelheim launches beta for social game Syrum

Boehringer Ingelheim has announced the beta launch of its first social game on Facebook, ahead of a full global rollout planned for 2013.

Entitled Syrum, the game has been in development for more than two years and has been specifically designed to educate users about the complex processes involved in medicine research and development in a fun and engaging way.

Players can create and run their own pharmaceutical companies, discovering and testing new compounds through engaging gameplay in order to address global pandemics, while trading medicines with other users.

More than 1,000 people have already signed up to play the game in advance of its launch, with feedback from the beta trial set to be used to make tweaks and amendments to the final product.

John Pugh, director of digital at Boehringer Ingelheim, said: "The research-driven pharmaceutical industry is immersed in education, whether aimed at medical or pharmaceutical professionals or providing information directly to the public. Gaming is an experimental way for Boehringer Ingelheim to do this."

Earlier this week, the company launched a new single-use platform for upstream and downstream biopharmaceutical manufacturing processes, which will deliver a range of benefits for clients.