“We transform talent assessment into an engaging experience through video gaming”

The grand venture of Argentine entrepreneur Horacio Llovet is called Nawaiam. His professional career, which epitomises the spirit of entrepreneurship and self-improvement like no other, took him from serving hamburgers to senior management. From there, he took the leap to founding his own company with the aim of revolutionising the world of human resources.

Llovet is CEO and co-founder of Nawaiam, launched in 2020, a startup that offers a 15-minute gamified test designed to identify professionals’ behavioural profiles during both recruitment processes and for companies’ internal talent management.

Using a game based on the DISC model (devised by psychologist William M. Marston and whose acronym identifies four personality types oriented respectively towards dominance, influence, steadiness and conscientiousness), Nawaiam provides detailed and accurate reports on participants’ behaviour, leadership style and skills. The platform also includes a management suite that allows employers to analyse and compare data in order to make informed decisions and optimise their human resources processes.

How did the idea behind Nawaiam come about? What differential value does it offer compared to other alternatives in the market?

Nawaiam arose from the growing need for a more dynamic and accurate way to assess and foster talent in the human resources market. Our value proposition is based on gamification and one of its fundamental pillars is time, the scarcest and most valuable resource: in just 15 minutes, through a video game, we measure and evaluate behaviour and conduct to predict how a person might perform in different professional contexts.

Nawaiam stands out because we transform evaluation processes into interactive and engaging experiences, using games and simulations. This approach not only optimises recruitment and talent development resources, but also improves the accuracy and objectivity of assessments.

Starting from this approach, what were the first steps like? How has Nawaiam been received by the market? 

Nawaiam’s first steps were marked by the boldness of our vision: we had to educate the market about the effectiveness of our proposal. Convincing companies was a challenge. In addition, the development of the product required the collaboration for over one year and eight months of an interdisciplinary team that included film scriptwriters, behavioural psychologists, programmers, questionnaire experts, musicians and illustrators. Integrating these professionals’ perspectives and skills was fundamental to designing an innovative video game capable of assessing behaviour and conduct in work environments.

The financial challenge was also significant, doubling our initial estimated investment. To overcome this obstacle, we implemented a financing strategy that included the participation of friends and family, who contributed additional funds to complete the product’s development. Finally, in January 2020 we launched simultaneously in Argentina, Chile and Spain to both assess and consolidate our experience and product in the international market.

Nawaiam has been well received, with more than 500 clients in 17 countries, including brands such as Coca-Cola, McDonald’s and Nestlé. We have grown steadily in revenue, with a goal of exceeding one million dollars by 2024.

Do you plan to further expand your solution with new features or by opening up to new markets?

We are excited about upcoming releases, including a new version of our emotional intelligence test game, which responds to a growing demand in the market. In addition, we are planning a significant launch in the last quarter of the year: a new predictive artificial intelligence (AI) that, combined with game data, will allow us to proactively predict future employee behaviour within organisations.

In terms of our strategy, our current main markets include Chile, Colombia, Argentina and Spain, but our main strategic focus for 2024-2025 will be the Mexican market. This will open up opportunities for us to move into larger global markets such as the United States, Eastern Europe, Asia and beyond.

How does Nawaiam leverage technology to facilitate the identification of users’ behavioural profiles? How do you use AI for this?

We integrate AI into our games to analyse behavioural patterns in real time, generating detailed behavioural profiles. AI processes this data to provide insights into individuals’ strengths and areas for improvement in professional environments. We have scientific and psychological certification from the University of Zaragoza, which attests to the accuracy and reliability of our approach. In addition, we are continuously innovating in order to improve our predictive capability in identifying users’ behavioural profiles.

What are the advantages for companies to implement Nawaiam’s solution for recruitment and talent management?

Nawaiam offers an accurate and objective skills assessment that not only improves the efficiency of the recruitment process, but also ensures a fairer and more transparent assessment. In addition, it provides deep insights into candidates’ behavioural profiles, allowing companies to identify the best fit for specific roles and work teams. These detailed profiles help mitigate risks by predicting how a potential employee might perform in a professional environment.

Our solution is not limited to recruitment; it also optimises talent management by offering tools for continuous professional development. In addition, it can halve the time it takes to complete recruitment processes and increase productivity. Our ability to simultaneously assess high volumes of people in real time is remarkable: we can have 1,000 people playing simultaneously and, in just 15 minutes, get the ranking of ideal candidates for various positions.

As for the users who participate in the game, how does the Nawaiam platform enhance their experience and how do they perceive the results obtained?

The platform enhances user experience by offering an interactive and stimulating gamified assessment. Users find the process appealing and collaborative. More than 150,000 users have experienced Nawaiam. 94% of them identify with the profile achieved and 36% of them have discovered skills they did not know they had. This demonstrates the impact of our platform on self-knowledge and personal and professional development.

What has been Nawaiam’s experience with fundraising been like? 

We have financed our development with our own and ‘friends and family’ funds, involving senior executives from companies in Latin America and Europe and raising $2 million. We are currently preparing a new round of 1 to 3 million for 2024-2025.

What challenges and lessons would you highlight from this process?

One of the main lessons learned was the importance of assessing our product and consolidating our position in the market before seeking larger investments. This strategy has now allowed us to consider raising a significant investment round with a stronger and more attractive position for potential investors. In addition, we value strategic collaboration and critical input from our investors.

What has the collaboration with BBVA brought to Nawaiam?

BBVA has been a key strategic partner, providing us with access to financing and resources that have been critical to our growth. Through BBVA Spark, we have found support to expand our operations in key markets. This collaboration has allowed us to learn, grow and generate a significant impact on the economy and employment.

What can you tell us about the level of maturity and competitiveness of the innovation ecosystem in Argentina? What challenges and opportunities does a startup like yours face?

Argentina hosts a dynamic and competitive entrepreneurial ecosystem, recognised for its innovation. Despite economic challenges, many Argentine startups have thrived globally. The main challenges include the need to diversify risks and expand internationally to mitigate local economic impact. Adaptability to changing environments can be a competitive advantage.

What advice would you give to an entrepreneur who wants to launch or scale their business project in 2024?

Be clear on your vision and values, deliver your idea to the market quickly and maintain a constant focus on innovation. Learn from other entrepreneurs and adjust your strategy according to the feedback received. Build strong relationships with your team, investors and customers. Entrepreneurship entails risks and sacrifices; it is crucial to manage uncertainty and be prepared to face up to constant challenges.