Book excerpt: This book provides a comprehensive overview of potential opportunities and the business value position related to implementing physics-based real-time simulation to production. The objective of real-time simulation is to provide value for all three dimensions of sustainability: economic, social, and environmental. By reviewing actual industrial cases and presenting relevant academic research, the book examines the topic from four interrelated viewpoints: the industrial need for sustainable production, the development of game-like virtual environments, capturing customer value and enhancing the user experience, and finally, establishing business value. It offers a framework that will enable a rethink and shift in mindset to appreciate how real-time simulation can change the way products are manufactured and services are produced. This book will appeal to researchers and scholars in areas as diverse as strategic management, manufacturing and operations management, marketing, industrial economics, and product lifecycle management.