Tyson Greer- Ambient Insight
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Transcript of Tyson Greer- Ambient Insight
Ambient Insight 2013
Mobile Edugame Market Innovations
Key Findings from Recent Ambient Insight Research
Tyson Greer, Chief Executive Officer
Ambient Insight LLC
Serious Play Conference 2013August 22, 2013
Ambient Insight 2013
Partial List of Ambient Insight’s Clients
Adobe
Amazon
Amplify
Apple
BlackBerry
Blackboard
British Council
Chungdahm Learning
Dell
Deutsche Telekom
Disney
Hasbro
Houghton Mifflin Harcourt
IBM
John Wiley & Sons
McGraw-Hill
Macmillan
Microsoft
Oxford University Press
Pearson
Qualcomm
Rosetta Stone
Ambient Insight is an integrity-based market research firm that uses predictive analytics to identify revenue opportunities for suppliers.
Ambient Insight 2013
Agenda
Introductions & Ambient Insight’s Research Taxonomy
Key Findings from Ambient Insight Research
Innovations in Packaged and Custom Content Products & Services
Everybody’s Got Game
Innovative Revenue & Distribution Models
Ambient Insight 2013
Ambient Insight’s Learning Technology Research Taxonomy
Have Eight Buyer Segments
From Six Types of Suppliers
That Buy Eight Types of Digital Learning Products
Packaged Content
Consumer PreK-12Corporations - Businesses
Higher Education
Federal Government
State - Local Government
Associations & Non-Profits Healthcare
Custom Content
Cloud-basedTools & Platforms
Value AddedServices (VAS)
Installed Tools & Technology
Learning Devices
Digital Video, Text, & Audio
Reference
Self-paced eLearning
Courseware
Collaboration-based
Learning
Simulation-based
Learning
Cognitive Learning
Mobile Learning
Social Learning
Game-based Learning
These six supplier types map directly to the six subcategories of learning technology products
Seven International RegionsNorth
AmericaLatin
AmericaEastern Europe
Western Europe
Asia Africa The Middle East
Pilot Fish Media Inc
Ambient Insight 2013
Six Types of Mobile Edugame Learning Products
Knowledge-based games
Skills-based games
Brain trainers and cognitive fitness games
Language learning games
Location-based learning games (emerged in 2009)
Mobile augmented reality games (emerged in 2010)
Ambient Insight forecasts revenues for six types of Mobile Edugames:
Ambient Insight’s 2013 Learning Technology Research Taxonomy
Kid Genius All in 1
Ambient Insight 2013
Key Findings from Ambient Insight
Research
Ambient Insight 2013
Key Findings from Ambient Insight Research - The Market
The growth rate for the global Game-based Learning market is 8.3%
In North America: growth rate for all Game-based Learning is 10.1% but for mobile edugames is 15.3% - and from 2012 to 2017 mobile edugames revenues will more than double
Mobile edugame investors were bullish in 2011, showed a spike of interest in 2012, but have held back in first half of 2013
Brands partner with edugame suppliers to increase interaction with the brand via gaining attention on the small screen
Telecoms, device-makers, & NGOs provide Mobile Learning value added services (VAS), except rarely in North America, so far
New suppliers continue to flood the market, and product visibility becomes more difficult. Accelerators continue to proliferate
Although augmented reality (AR) browsers are not yet standard on new mobile devices, AR edugames growth rate is high
Cross-platform products (web & app on device) are increasing.
Ambient Insight 2013
Key Findings from Ambient Insight Research - The Buyers
Consumers are the top buyers worldwide of edugame packaged content
Top “selling” (or downloaded) apps are for young children; edugames that offer parental involvement are on the rise
There is a plethora of personal learning devices (PLDs)
Cultural institutions continue to invest heavily in edugames, with a mix of in-house and custom content services
Emergence of easy-to-use mobile game-building tools supports cultural shift towards using game-creation as an educational experience
Suppliers capitalize on consumers’ interests: early childhood education, tourism, health, fitness and wellness, cognitive fitness, nature, and sustainability
Consumer expectations for Mo-So are now a given; Mo-Lo-So continues to grow
Ambient Insight 2013
Innovations in Packaged and Custom Content
“I’ve found that my students are most engaged when they are fighting monsters.”
Ambient Insight 2013
Knowledge & Skills: Math and Literacy Games Dominate PreK-2 on Smartphones, Tablets, & Game
Consoles
22Learn Abby Sight WordsWeWantToKnow
PopCap Book Worm
Go Go Kiddo
KidsZone Studios GuruCool PlaySchool
12 Fingers Studio
Ambient Insight 2013
“The 2012 Content Trench” – Percent of Total Paid Mobile Learning Apps by Target Demographic
0%
5%
10%
15%
20%
25%
30%
35%
40%
31%
9%
3%
6%5%
8%
12%
26%
What’s on the Store Shelves?Consumer-facing Paid Mobile Learning Content
Across All Major Application Stores, Platforms, and Devices
The vast majority of PreK-2 Mobile
Learning content is game-based
Ambient Insight 2013
Knowledge & Skills: Edugames Engage Middle School and High School Students in Class and Anywhere
Filament Games GoCivics Mobile Congress
Benesse America StraightAce
Hakitzu: Code of the Warriors teaches kids to code with JavaScript by customizing their robots via an adaptive learning “Smart Tutor” platform
Ambient Insight 2013
Knowledge & Skills: Health & Wellness for Consumers CME Edugames for Healthcare Students &
ProfessionalsFor healthcare professionals and nursing, dental, and medical students, suppliers create custom reference content, exam prep, skill development content, and packaged content
For consumers, health & wellness
topics cover alcohol consumption, allergies,
anatomy, asthma, brain fitness,
cardiovascular health, cognition, dental
health, diabetes, emergency response,
environmental risk, exercise and fitness,
eye health, food and nutrition, pet care,
obesity and weight loss, pain, smoking
cessation, substance abuse, and safetyACLS Wiz flash cards
Mango Health
Ambient Insight 2013
Language Learning: Edugames Teach Languages on Smartphones, Tablets, and Game Consoles
KunCha Globetrotter (Happy Neuron)
Play & Learn Chinese (Selectsoft)
Babbel entered US market by acquiring PlaySay March 2013
“Education is going Mobile.” Babbel CEO Markus Witte
Ambient Insight 2013
Language Learning: Two Global Market Trends Converge and Boost Edugame Sales
• Learning Edge (US): For $7.95/month, TDS subscribers receive access to content from iknowthat, BTP (Boston Test Prep), Nick Jr, Hoopa, Encyclopedia Britannica.
• Spelling Mobile (Brazil): Based on a TV game, for $2.99/week users practiced then competed for £ 3000 to £ 15,000 in prizes from Global Brands and Vivo. One month: 230,000 users.
• Fun Park (China): The Smartfun Digital joint venture between Chungwa Telecom (75%) and United Daily News Group (35%) offers edugame content
Telecoms, nonprofits, and third party suppliers are delivering Value Added
Services (VAS) directly to consumers.
Market is expanding rapidly for digital Language Learning products,
particularly English fluency and literacy.
Ambient Insight 2013
Language Learning: Converging Product Types Boost Engagement (and Sales)
Sesame Workshop added augmented reality using Qualcomm’s Vuforia platform to power Big Bird’s Words text recognition game.
Mindsnacks gained $6.5 million from
Sequoia to create
personalized learning
experiences for kids
(DreamIt Ventures accelerator grad)
Top selling apps across the planet are: Edugames for young children & language learning apps. Add in AR!
Elmo’s AR Alphabet Challenge
Ambient Insight 2013
Language Learning: Using Music and Rhythm
Learn to read Japanese characters by learning patterns in time to a
chip-tunes soundtrack with Hiragana Pixel Party
Microsoft Research’s Tip Tap teaches tonal subtlety and proves viability of mobile micro-training of Mandarin
Ambient Insight 2013
Location & AR: Museums Create Digital Media Departments and Also Buy Content Services
Visitors to these 29 Canadian museums play
an interactive quest mobile game
Asian Civilizations Museum, Singapore, claims to be the 1st to combine AR, location-based game, and interactive features in this iPad app about the Terracotta Warriors: First Emperor and His Legacy exhibit.
Ambient Insight 2013
Location & AR: Museums Create Digital Media Departments and Also Buy Content Services
Asian Civilizations Museum in Singapore claims to be 1st to combine AR, location-based game, and interactive features in this iPad app for the Terracotta Warriors exhibit
Ambient Insight 2013
Brain Trainers and Cognitive Fitness Apps: Typically Target Older Adults, But Not Always
Devilish Brain Training, the latest version of Brain Age, addresses digital distraction with a game to
improve concentration on Nintendo 3DS
• Vivity Labs’ adaptive FitBrain app launched in iOS store December 2012 – 1 million copies in first 60 days (free or subscription)
• Sparky’s Adventures, by Vivity Labs, released 2013. Subscription per child 3, 6, or 12 mos, or lifetime
Sparky’s Adventures
Ambient Insight 2013
Everybody’s Got Game
User-generated content and the “Creator Economy”
Ambient Insight 2013
Tools: Trend Towards the Creator EconomyUser Generated Content and User Generated Games
• ARTLAB+ Game Design – at a four-day camp at the Hirshhorn Museum in Washington, DC, teens made location-based mobile games and learned art interpretation and game design
• Global Kids - a New York City in-school and after-school program, where kids learn game design skills and global issues; and built location-based history edugame with New York City Library
“When students become producers, they engage in active, critical and committed learning, experience visual and textual literacy and
understand semiotics”James Paul Gee, 2006
Ambient Insight 2013
Tools: Easy-to-use Tools Are Available for Students to Create Their Own Games, and Learn from Doing It
Gaming the classroom: Scratch - free game-building tool from MIT enables students to create
and share games. ARLearn Toolkit – Cloud-based suite for learners and educators that
combines field trips, RPG, and classroom response systems Games MOOC III: MOOC teaches educators about resources needed
to create a game or game project using apps, AR, and ARGs
Putting yourself into the picture: Disney Infinity Toolbox
create video with Disney characters
Digital Infinity Action! – engages players in creating a virtual world and adding real-life people to the videos they create
Players customize Appa Apps’ photo-based language and numeracy learning edugames with their own photos, video, and voice; then share
Ambient Insight 2013
Changing the “Learning-game-as-babysitter” Model, Before It Backfires
• AppyZoo (Stickery) apps collect usage data to create progress reports for parents. October 2011, Google Ventures and 500 Startups awarded the company $350K in seed funding
• KidZone Studios’s GuruCool PlaySchool provides a centralized view of a child’s progress and suggests “strategies and activities” to parents
• PBS brand released free PBS Play & Learn math & literacy skills edugame “specifically for parents,” to play with toddlers and reported 162,000 downloads in the first month
Fingerprint Digital’s in-app Mom-Comm system, provides a built-in sharing platform and daily news feeds for parents. Raised $7.7 million in September 2012 from Corus Entertainment
Ambient Insight 2013
Explosion of Medical Sensors Creates Opportunities for Knowledge & Skills Game-based Mobile Learning
Irish startup Galvanic created the Relax & Race app that use a Bluetooth-enabled galvanic skin response sensor as a game controller to teach stress reduction.
Humana Innovation Center collaborated with Tellart to build web-connected interactive objects and environments such as Dancetown, Humana Fishtank, and Yoga Game Ball, which transforms a yoga ball into a game controller “that takes the classic fun of arcade games and gives it a twist.”
Ambient Insight 2013
Personal Learning Devices Proliferate Across the Globe
Telecoms partner with 3rd party content providers and NGOs to deliver learning directly to consumers and to institutions with Mobile Learning Value Added Services (VAS). SK Telecom has gone further with an educational robot, Atti
Atti demo at GSMA Connected Living Summit 2013, Shanghai
OLPC XO3 Tablet
FuHu’s Nabi
Ambient Insight 2013
Innovative Revenue and Distribution Models
New Opportunities
New Challenges
Ambient Insight 2013
Incubators and Accelerators are Proliferating Providing Financial Support and Connections to Experts & Capital
May 2013, Zynga.org commits $1 million for “Edtech Game Accelerator” to focus on learning games in partnership with NewSchools Venture Fund.
Motion Math is one of three startups in Zynga.org’s 2013 cohort.
Kaplan EdTech Incubator, powered by TechStars, offers $20K investment, June – September co-location in New York City, market insights, mentorships, access to Kaplan’s Learning Science group…
Rock Health opens in 2013 and claims to be “The first seed accelerator for digital health startups”
Motion Math
Ambient Insight 2013
Innovative Revenue and Distribution Options
Revenue Models:
In-app purchases - virtual goods
Sponsorships nonprofits & commercial
Partner with telecoms and device-makers
Ads
Subscription services
Micropayments - virtual items
Free, lite, and premium
Real-world goods
Distribution Channels:
Amazon Appstore added in-app purchasing (2012) and HTML5 apps (2013)
Digitization trend
Submit products to commercial digital libraries adding mobile content, e.g. OverDrive
Partner with home school suppliers, device makers, publishers, and telecoms
Proliferation of specialty app stores
Personal Learning Devices
The price of mobile apps is dropping. The revenues are rising.
Ambient Insight 2013
Playsourcing and Business Models
Duolingo: “no fees, no ads, no gimmicks” – supplies players “free” translations to paying clients
XEOPlay: uses “playsourcing” in a virtual world game to plant trees in the real world via NGO WeForest.org
Ambient Insight 2013
End of the Day Thoughts: Where Is Mobile Edugaming Going?
S.M.T.H. a “sport” game for measuring
distance
Ambient Insight 2013
Q & A
Ambient Insight’s Free Resource Library at:
http://www.ambientinsight.com/News/PublishedContent.aspx
This presentation, the “Mobile Edugame Market Innovations 2013,” past presentations, and our Learning Technology Research Taxonomy can be downloaded from