Welcome to the WHAT THE TRUCK?!? Newsletter presented by Truckstop. In this issue, a freight broker video game; railroads try to get back on track; and more.
Freight Broker Simulator
Image: Dooner/Grok
Game on — There are over 3 million virtual CDL holders driving all over the world who play American Truck Simulator (ATS) but zero virtual freight brokers. In fact, ATS is so popular that there’s an entire third-party marketplace selling everything from authentic truck seats to pedals and gear boxes.
But what about freight brokers? Not only is there no game to serve them, there are no accessories either. (USB-powered Zyn anyone?)
I’d like to make a formal plea to the gaming industry to start addressing this market. For one thing, freight brokers have an average age of 39 with many young men and women in their 20s – all born into a world of Nintendo and Playstation. Where is their sim?
Game play – How would Freight Broker Simulator (FBS) work? You start out as a greenhorn broker fresh out of state school and ready to start ripping loads. Your goal is to eventually become the largest 3PL in America by crushing your competition, buying your rivals, and capturing as much margin as possible from your carrier and shipper partners.
Modes would include:
Crash the gatekeeper – You’re not going to make it past your 90-day review period if you don’t start manipulating and sliding past gatekeepers during sales calls. What you say matters. Will you be passed on to a decision maker, or will the secretary block your number for life? All conversations have consequences.
Rise up the ranks – Through a series of mini-games you will have the opportunity to stand out among your co-workers. Defeat your fellow freight bros in the Friday afternoon beer chugging competition; crush inside sales in pingpong; and fill the office with sound as you try to hit the highest decibel levels on the sales gong.
Let ’er rip – Become an untouchable alpha sales Chad by creating a book of business that silences your detractors and catapults you toward becoming the leader of your branch. Send your carriers on a race to the bottom while you rattle off rip after rip on the load boards.
Take over – Earn enough money and it’s time to level up to your own brokerage. Recruit the best staff in the industry and build a world-class legal team. You’ll need it to write your noncompetes and challenge those of your competitors.
The dark side – The unique reputation system in the game allows you to control your fate and your freight. Will you be a good and helpful servant to the community, or will you become a duplicitous double broker?
Sharks, who is ready to invest? – If Ubisoft doesn’t jump on this opportunity, we may have to do it ourselves. If you’re a computer programmer and think you could make the next great Freight Broker Simulator, email me.
Canadian railroads back on track?
North American Council for Freight Efficiency
Recovery — After a brief work stoppage last week by the two largest Canadian railroads, a government order forced union workers back to their posts. Stuart Chirls reports, “While train movements were halted for less than 24 hours, CN and CPKC had embargoed shipments for more than a week leading up to the lockout deadline.”
“From our experience with previous rail strikes in Canada, we expect it to take up to a week for each railroad to be fully reset and running smoothly again.” – Scott Shannon, vice president, Canada, for C.H. Robinson.
While it is unknown as of yet exactly how much the stoppage has cost, the longshore strike at western Canadian ports in 2023 affected an estimated $800 million of cargo each day. I’ve talked to a lot of intermodal providers in the past week. Be kind to them; they’ve been stressed.
“Any federally regulated company, it’s a win for them at this point. This is disastrous for labour, for workers.” – Paul Boucher, president of the Teamsters Canada Rail Conference
The Teamsters disagree with the railroads over scheduling and shift durations. They plan to appeal the court’s decision and hope other unions join in their fight.
Helicopters with freakin’ chainsaws
Union Pacific Chainsaw Massacre – While the Canadian railroads are caught up in a labor dispute, Union Pacific (UP) is busy flying chainsaws from helicopters. As part of its new vegetation management program, UP is looking for ways to manage tree overhangs and other such organic obstacles along its 32,000-mile network.
“Helicopter removal is an efficient and safe method of controlling brush in areas a HyRail brush cutter could not reach.” – Tanya Buck, manager-Track Program Vegetation.
Want to see the saws in action? Check out this video that UP posted to YouTube.
WTT Gear is here – Head on over to WTTGear.com to get our latest merch! Use code WTTFans for 10% off.
WTT Friday
The logistics of death — Friday live at 12 p.m. Eastern, we’re joined by Titan Casket CEO Scott Ginsberg. He’s here to show off the company’s revolutionary new casket and to talk about the logistics of the ultimate final mile: death.
We’re getting a temperature check on the economy and the freight market with Reliance Partners’ Thom Albrecht.
Another freight magician stops by the show in an attempt to prove a survey wrong that says women find magic to be one of the most unattractive hobbies. YardView Yard Management’s Jason Blanchard attempts to mindfreak us with some sleight of hand and tells us how to make yard issues disappear.
Plus, headlines, weirdness and more.
Catch new shows live at noon EDT Mondays, Wednesdays and Fridays on FreightWaves LinkedIn, Facebook, X or YouTube, or on demand by looking up WHAT THE TRUCK?!? on your favorite podcast player and at 5 p.m. Eastern on SiriusXM’s Road Dog Trucking Channel 146.
Now on demand
Rail strike decision ‘disastrous’; Trooper Ben’s rules of the road; freight magic
Canadian rail lockout ordered to end; freight creeps in the DMs; Tesla Semi scam
The rest of the noise
Benchmark diesel price down for seventh consecutive week
Florida fisherman-turned-trucker lauded for 3M accident-free miles
I-40 EB/WB remain blocked due to a multiple tractor-trailer accident with hazardous materials
The Truck Fire at Rivian’s Factory Is Anything But Normal
2 Delta workers killed in tire explosion at Atlanta airport
Thanks for reading, and feel free to forward this to a friend.
Subscribe to the show
Or simply look up WHAT THE TRUCK?!? on your favorite podcast player. Or, if you have SiriusXM, tune in to the show Monday, Wednesday and Friday at 5 p.m. Eastern time on Road Dog Trucking Channel 146.
Exit through the gift shop: WTTGear.com
Don’t be a stranger,
Dooner
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