Marketing & Education Gaming Industry

A5 – Marketing & Educational Gaming Industry

Marketing & Educational Gaming Industry

Marketing & Educational Gaming Industry

8 Minutes pitch from Group A5:Yme Sake Boonstra, Caroline Boerema, Sander van der Kolk


IntroductionIntroduction Online Gaming Industry Since 1998 used in the Netherlands Gamercials; playful commercials, brand experience,

product placement. Edugaming; e-learning, interactive infotainment.


Gamercial exampleGamercial example Phunky Frites Client: Aviko (Dutch producer of potatoes products)

Goal of the game: Jump from product to product and don’t fall in the boiling oil of the deep-fry!

Goal of Aviko: Get people informed of the different products


Edugaming exampleEdugaming example Living Books Client: Het Woeste Woud (Animation Studio) Partners: KRO (Dutch public broadcasting company),

University of Leiden, Reading foundation.


Industry FrameworkIndustry Framework


Business ModelsBusiness Models Main actor: MAD Multimedia (Groningen)

developing, producing and distributing interactive online products like educational games, gamercials, virals, animations and interactive videos.


Business ModelsBusiness Models Actor: Client/Companies Example:

Noordhoff Uitgevers (Biggest educational publisher in the Netherlands)

Vision: Giving schools the freedom to educate in print, digital or a combination; Multi Media Methods.

In collaboration with MAD Multimedia developing gaming engines


Business ModelsBusiness Models Actor: Advertising companies Example:

Campina (Dutch dairy company) Goal: Stimulate sales of the product Valess Developed in collaboration with MAD Multimedia a viral

gamercial to promote Valess at a target audience.


Business ModelBusiness Model Actor; Freelancers (Designers, photographers,

musicians) Produce input for the gamercials & Edugames like

graphics, sound effects, background music.


Busines ModelsBusines Models Actor: Internet users Participation by entertainment/infotainment Potential clients (Gamercials)


Product InnovationsProduct Innovations

Edugaminglearning theories, play a game with nurturing elements, a extrinsic motivation experience (Egenfeldt-Nielsen, 2005), drill-and-practice learning principles, simple game play and the missing physical presence of a teacher.


Product InnovationsProduct Innovations

Gamercialsbrands can position their products and/or services in new interactive way, commercial message embedded in the gameplay, top of mind brand awareness and visibility.


Process Innovations Process Innovations

Dynamic programming languages; Microsoft Silverlight, Java, Shockwave and Flash;

are very rich in a visual and sound-oriented way. Russel Kay defines rich as in "Those applications

offer functionality that goes far beyond mere reading and browsing, and they can be served over the Web"

Development; iterativeand, short development cycle, not depended on operating system


Conclusions (Conceptual)Conclusions (Conceptual)

The creation of an edu-game requires diverse skills (Motley Crew)

Differentiated Products (Infinite variety) Durable products and durable rents (Ars

longa)

Marketing & Education Gaming Industry

Business

Transcript of Marketing & Education Gaming Industry