I spoke with Louis Havriliuc (CEO of Simbound) and Tristan Seulliet (Digital Marketing Teacher & Simbound France Representative) to trace the journey “from then to now” and to understand the vision that transforms a simple business game into a launchpad for successful careers. The result is a conversation about innovation, academic rigor, and the passion for seeing theory transformed into measurable results.
1. The Process: From Individual to Team Spirit
Q: Then vs. Now: Looking back at the first competitions, what is the most significant improvement (technical or strategic) that changed the way the Simbound Competition works?
Louis: The Resource allocation is set to increase each year as we are always experimenting using new formats and conditions, so no two competitions are the same. Each competition is more complex to manage than the previous one, not only because of the change but also because of the requirement of staff which work on ongoing projects. The reward is that we get immense pleasure in helping students compete and learn at the same time and seeing teachers and other students on the sidelines cheering them on towards success is something very special.
Tristan: The most important development was the transition from an individual game to a team competition with fixed deadlines. This change has greatly increased the level of engagement; by working in teams, students are much more motivated by their professors.
We’ve also learned that motivation doesn’t come from monetary prizes or books, but from the quality of the experience and the desire to learn and win. We reduced the number of rounds to maintain a brisk pace and optimized the learning path. Now we have a much smoother start, allowing everyone to get into the rhythm before tackling the toughest challenges.
2. Immersion and the Thrill of Competition
Q: Growth factor: Have these improvements led to a noticeable increase in the number of participants or better engagement rates over the years?
Louis: Engagement metrics are increasing - from number of decisions to questions being asked by students, to number of participants. Most students who compete find themselves fully immersed in the competition and treat this like a real project - e.g. by carefully selecting their team members and setting up complex strategies early on. Some of them have previous experience in playing the game, which gives them an edge over those completely new to the format. We always strive to create a level playing field, ensuring that success is earned by merit alone. We do this by discouraging cheating, spotting unusual patterns such as automatization of decisions etc.
Tristan: Absolutely. We have seen a steady and accelerated increase in participants each year. growing from around 40 in 2023, 45 in 2024, and 50 in 2025, to a record 90 participants in 2026. This clear upward trend is a testament to the new format's appeal.
Beyond just numbers, the engagement within the simulation has increased significantly. A key indicator is the volume of strategic decisions made by participants. We are currently only in Round 2 of the competition, yet some teams have already made more decisions than some players did during the entire competition in previous years. This level of engagement confirms that the new format is far more immersive and motivating for everyone involved.
3. Branding for Universities
Q: Community loyalty: We see many universities returning year after year with new student cohorts. What do you think makes these institutions return to the Simbound competition experience?
Louis: I think most schools are attracted by the novelty of the concept, some will show up for the potential exposure and maybe a few are drawn in by the fact that they can have part of their students play the simulation at no cost. Universities are essential partners in all the competitions we are currently carrying out. I noticed that the degree of involvement of a competing team's coordinator in a school paves the way to success for the teams they enroll. This is a demanding activity on both teams but also on coaches. We do have very good teams coming year after year from the same schools, where the culture is oriented towards performance and accountability.
Tristan: I believe universities return because Simbound offers them a “turnkey” educational project that puts their curriculum in a dynamic light. This year we proposed a new approach to schools: the competition is a form of free publicity for them. When a team wins, the school can show the whole world that it has competitive and well-prepared students—it’s an excellent method of institutional branding.
In addition, teachers appreciate that they receive a fully organized project without having to put in extra work on the structure. There is also a clear financial advantage: participation is free. Essentially, institutions gain access to top-tier software and a major event at zero cost, making participation an extremely logical decision for any coordinator.
4. Global Horizons and Enhanced Realism
Q: The Future: As we focus on growth, what is the “next big thing” or “next level” feature you’re eager to introduce in future competitions?
Louis: This is always difficult to predict, however right now we are looking to expanding access to participants and seeking bold brands eager to be part of this innovative learning approach through sponsorship opportunities. So, you can expect more competitors, more realism and even some new categories within each competition.
Tristan: Our approach is based on a model of continuous optimization, retaining the elements that have proven effective in strengthening the community and visual communication. To better meet the needs of the academic community, our future strategy calls for expanding the competition schedule, thereby offering greater flexibility in relation to the exam periods and internship schedules of our partner universities.
Conclusion
Bring the future of marketing to your classroom. Offer your students a 'turnkey' professional experience that puts your institution on the global map of digital excellence. It’s free, it’s high-impact, and it’s ready for your cohort.
