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Siege Conference 2009: Corporate Learning Games


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Presentation given by Kevin Corti (when CEO, now Founder of SoshiGames) about serious games used in business education and training. …

Presentation given by Kevin Corti (when CEO, now Founder of SoshiGames) about serious games used in business education and training.

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  • Reliable data hard to come by – very disparate (illustrates breadth of application)Loads of stats to indicate size and scale of POTENTIALDepends upon what definition you apply (there are many!)
  • Transcript

    • 1. Corporate Learning Games
      Serious game development in adult learning & development
      – going from potentially big to really big.
      Kevin Corti
      CEO, PIXELearning
      Saturday 3rd October 2009
    • 2. Who am I to talk?
      CEO, co-founder, PIXELearning
      Background includes Mech Eng, Disaster Management & eLearning
      Co-founded PIXELearning in 2002, custom development studio (transitioning to content/product company)
      Primary area - corporate L&D
      Secondary areas – business education / marketing
      Developed some tech (LearningBeans)
      Based at Coventry University Serious Games Institute
      SGI / AWM / DTG / Serious About Games / IDM etc
    • 3. “Serious” Games? What the @%$#?
      “The use of games or gaming dynamics not simply to entertain the player, but rather to inspire a particular action, effect some type of attitudinal/behavioral change, or instill a particular lesson in the service of an organizational goal”.
      “It’s Time To Take Games Seriously”
      Forrester report (TJ Keitt and Paul Jackson), August 19, 2008
    • 4. Business education
      Supply & demand
      Inventory management
      Pricing strategy
      Risk v reward
      Profit & loss
      Seasonal factors on demand
    • 5. Management
      Understanding data
      Analytical thinking
      Strategic planning
      Performance improvement
    • 6. Entrepreneurship
      New product development
      Financing a business
      Developing markets
      Hiring key staff
      Financial management
      Achieving sustainability
    • 7. Civic planning
      Emergency planning
      Managing utilities
      Crime prevention
      Fiscal management
      Environmental management
    • 8. You Play World of Warcraft? You're Hired!
      Coaching / mentoring
      Division of labour
      Working as (remote) teams
      Effective communication
      Dispute resolution
    • 9. Serious Games Taxonomy (Sawyer & Smith)
    • 10. Reasons why companies are getting excited....
      To make adult learning & development…..
    • 11. What is driving interest?
      Class-based (F2F) training is expensive
      Logistically challenging to deliver F2F
      F2F delivers variable (unpredictable) quality/results
      eLearning very cheap but ‘shallow learning’
      How truly engage? >> drive participation?
      How deliver effective learning opportunities to large, geographically dispersed, audiences x-demographics?
      How cut costs AND improve results (inc sales, reduced errors, be compliant etc)
    • 12. Games allow people to practice
      Learning games allow people to experience a scenario or situation in a safe, realistic manner.
      Putting theory into practice.
      Builds on theory and post-reflection (blend)
      “Game the skill”
    • 13. Games are complex
      Learning games focus on higher-order thinking skills.
      “Do it right whilst under pressure” - lots of different information, competing demands.
      Focus on strategy and decision-making, for example, not just memorizing facts!
      Higher-order thinking skills
    • 14. Virtual experience is cheaper
      Learning games allow users to acquire ‘virtual experience’.
      “Screw up in-game…not on the job”.
      They can then apply this to the real world – transferable learning!
      Virtual experience
      Real world application
    • 15. Adults like to solve problems
      Learning by doing!
      Adults like problem-based learning, challenges and clear relevance to work or personal needs.
      Learning games are based on their job role and/or work environment.
      Learning (goals, tasks)
    • 16. Games are engaging
      Learning games positively encourage user participation.
      Moving from “fill the vessel” with facts to….
      …empower the user to make decisions and experience meaningful consequences.
      Learner-centric experiences!
      Active engagement
    • 17. Competition & collaboration
      Multiplayer allows learners to collaborate and compete.
      Makes experience very life-like, challenging and engaging.
      Peer support + learn from others.
      Added realism
      Peer review
      Group support
    • 18. Sounds a bit dull
      Erm, so…no aliens then?
      NO FUN
      - By order of the corporation
    • 19. Our Worlds of Makrini – a.k.a. The Diversity & Inclusion Game
      PIXELearning & Global Lead LLC
    • 20. Reasons to get excited
      New (less volatile) markets
      Much lower cost of entry
      Reuse existing technology & IP
      Different business models
      Annual recurring revenue streams
      Strong margin potential
      Strong growth potential
    • 21. What is the opportunity?
      Handle with care!
      Global ‘education’ market = US$2 trillion
      US training market = US$130bn (employs 500,000 people)
      UK training market = US$30bn
      Indian training market = US$1.6bn (25% annual growth)
      Global eLearning market = US$50bn
      Serious Games market = US$1bn to US$9bn Eliane Alhadeff (Future Making Serious Games blog)
    • 22. Business models
      Work for hire – custom development
      Content product provider (direct or indirect)
      Subscription-based models (PAYG, site license etc)
      Technology provider, direct or indirect (e.g. authoring tools, game engines)
      ‘Pure’ consultancy (pre-sales, concept development, project management)
      Free content, charged-for services (training, support, consultancy etc)
    • 23. Who is doing what?
      People from the games industry – E.g. Virtual Heros, Blitz & Noah Falstein
      People from the web/multimedia industry – E.g. DESQ
      People from the learning & development industry
      Virtual worlds – Forterra, 2nd Life etc
      Traditional modelling/simulation – G2G3, BTS (Visual Purple)
      Marketing agencies
    • 24. What are they doing?
      Change management
      Sales training
      Project management
      Customer service
      Channel support
      Leadership development
      Dealing with difficult people
      B2C promotions
      Diversity & inclusion
      Audit intern training
      IT systems familiarization
      Understanding marketing
      Understanding finance
      Pitching to investors
      International trade
      Energy wise IT
      Call centre training
      IT security for SMEs
      Business studies
      Financial compliance
      Protecting IP
      Corporate Social Responsibility
    • 25. Where are they doing it?
      #2 UK
      #1 N. America
      #3 W. Europe
      #4 SE Asia
    • 26. Who are they doing it for?
      Best Buy
      Coca Cola
      British Telecom
      BNP Paribas
      Fifth Third Bank
    • 27. What are the business/project goals?
      One word (or short) answers only - what is the most important benefit/feature/'thing' your clients want right now from a serious game project or product?
    • 28. Flexibility, low cost, & improved training
      ..the answer is clear: employee engagement.
      Real measurable business benefits!!!!!
      Demonstrable business benefits at a keen cost....
      Clear understanding of and support through process
      Already exists (off the shelf product)?
      Proof that the investment is justified
      Basically learning-by-doing with highly engaging experiences.
      Definable Return On Investment -
      Predictable delivery and acceptable cost of custom solutions.
      Must clearly target a business need
      In one word: Outcomes.
      Accelerated and lasting change in attitudes
      Easily modifiable and interoperable -learning environments.
    • 29. What kind of technical approaches?
      Game industry technology & game craft (HL2, CryEngine, Neverwinter Nights etc)
      Specialised technologies with instructional purposes (e.g. Caspian, DISTIL)
      Casual/web games (e.g. Wild Tangent, Virtools & Flash)
      Virtual World tech (e.g. 2nd Life & |Forterra Olive)
      Standard Windows custom creation (C#, Java etc)
      eLearning tech (browser-based; AJAX, Flash)
      Multimedia (e.g. Director)
      Games consoles (mods through to 100% custom)
      Mobile phones / PDAs / iPhones
      A NICHE
      For everyone
    • 30. VISA – Financial Soccer
      Financial Soccer is a fast-paced, multiple-choice question game, testing players’ knowledge of financial management skills as they advance down field, and try to score goals. Educators are encouraged to review and download the curriculum for students, before actual game play.
    • 31. CISCO – Binary Game
      “Come play the game enjoyed by hundreds of thousands of people all over the world. This game is posted on dozens of game sites and played in more than 125 countries”.
      “The game is not only fun, but it is considered by many to be the best way to learn how to use the binary number system.”
    • 32. CISCO Mind Share
      “Learn all about networking whilst you play!”
    • 33. BNP Paribas
      A space/sci-fi themed sim to teach basic banking services awareness & promote the bank’s brand for recruitment purposes.
      Built by KTM Advance (FR) -
    • 34. audit training
      Measured productivity improvement > $13m
      ASTD 2008
      Excellence in Practice Award Winner
      Delivering productivity gains: (“gaming the skill”)
      • Technical audit training
      • 35. US audience (approx 1,000/yr)
      • 36. 1:3 the simulation:instructor blend
      • 37. Desire to ‘do’ rather than ‘learn about’
      • 38. Assessed to Kirkpatrick L4 / Phillips ROI
      The KPMG simulation enables learners to:
      Practice both technical & soft (client-facing) skills
      Experience accurately recreated audit processes
      Understand real world cause & effect
    • 39. diversity training
      Delivering effective learning to all staff: (where eLearning could not)
      • Almost compliance (major cost of failure)
      • 40. F2F costs impossible
      • 41. Very sensitive subject (diversity)
      • 42. Staff apathy / reluctance
      Makrini (the diversity game) is:
      Easily accessed (web-based )
      Engaging & rewarding (people will use it)
      Very practical (recognisable tasks)
    • 43. Drivers / ROI / Metrics
      Helping to manage change: (show WHY not just HOW)
      • Major SAP rollout
      • 44. Major process streamline/change
      • 45. Global workforce to communicate with
      • 46. Staff resistance/inertia
      PET (the Process Education Tool):
      Easily accessed (through LMS)
      Accurately mapped internal processes
      Demonstrated business cause & effect
    • 47. IT security games
      • Deliver mix of business and technology courses
      • 48. Traditionally F2F in EMEA and AsiaPac
      • 49. Through training partners
      • 50. HP MEAI limited by time & resources
      • 51. Audiences limited by time, travel etc
    • Caspian Learning & Thinking Worlds
      3D Serious Game engine & authoring tools (aimed at learning designers)
    • 52. Daesign (FR)
      Simple, branching tree scenarios – cartoon style, pre-canned animations depicting business situations for role playing
    • 53. Foreterra (US)
      Virtual World technology (from used to allow real time, multiplayer role play in 3D environments
    • 54. Gamelearn - Merchants
      2D/Cartoon style, easy to use game set in historical setting (Venice, 15th century) to train users in sales/negotiation skills
    • 55. IBM – Innov8/Innov8 2.0
      3D and browser-based 2D – raise awareness of and provide skills training around Operations Management / Business Process Management.
    • 56. Playgen (UK)
      Browser-based 2D/3D mix (Flash) – Anti-money laundering training game
    • 57. RajSim (Holland)
      Project management training – fictional scenario about construction/management of world’s largest shark aquarium in China)
    • 58. TPLD (Scotland)
      Infiniteams – team building / dynamics using 2D isometric style (browser based / Java)
      The Winning Game – arcade style game, based around proven research into sports science
    • 59. Visual Purple/BTS (US)
      ‘Winning in Wireless’ – 3D, role play + business sim – business skills
    • 60. Xposim
      Oil exploration sim – mix of pre-canned 3D animations, 2D sim interfaces – huge detail in underlying models
    • 61. Leadership development
      Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
    • 62. Leadership development
      Leadership development game. Focuses on problem-solving, communication and coaching.
    • 63. Leadership development
      Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
    • 64. What are the challenges?
      “So, why aren’t we all rich yet then?”
      • Training market is conservative & usually slow to adopt
      • 65. Lack of available case studies, examples and proven results
      • 66. Predominance of ‘work for hire’ model
      • 67. Confusing number of orgs, tech, products, etc – no clear offering
      • 68. Global economy – risk averse, low training investment
    • Corporate/training ‘nuances’
      Specific ‘characteristics’ of the training world.....
      • LMS’s (control) + SCORM/AICC standards
      • 69. DDA/Section 508
      • 70. Commoditisation of eLearning
      • 71. Training works with ‘content’ creation
      • 72. Linear instructional approaches
      • 73. “Specify then build” approach to enterprise software
      • 74. IT security & infrastructure
    • Costs/pricing
      “What’s the going price of a serious game?”
      Work for hire...
      • $50k - $250k normal range
      • 75. $500k - $1m possible
      OTS product/solutions approach...
      • $10 - $100 per seat
      • 76. $10k - $100k site licenses
      • 77. annual licenses
      * What is ‘a game’?
    • 78. Timescales
      “Can you build it by the end of the month?”
      • Driven by budget quarters / year ends
      • 79. OTS products would be much more attractive (but clients want customisation)
      • 80. 20:80 rule – makes clients uncomfortable.
    • Timescales
      • Normal range 2 to 6 months
      • 81. Usually to fit in client budget quarters (3 or 6 months)
      1 month
      2 months
      3 months
      4 months
      5 months
      * Based on analysis of PXL projects 2007-09
      6 months
      7+ months
      Page 16
    • 82. So...where do you go from here?
      Web communities
      Serious Games People LinkedIn group
      Books & papers
      • Clark Aldrich (3 books)
      Virtual Worlds, Real Leaders - IBM Global Innovation Outlook 2.0
      Seriosity report – leadership in games and at work
      Serious Games Summit – 23rd March in San Francisco (alongside GDC)
    • 83. Publications
      The E-Learning Guild 360 Research report, March 2008, “Immersive Learning Simulations”.
    • 84. +44 (0) 24 7623 6971
      PIXELearning Ltd
      The Serious Games Institute,
      Coventry Innovation Village,
      Cheetah Road, Coventry
      CV1 2TL
      Kevin Corti,
      LinkedIn: web: www.pixelearning.comTwitter: @pixelearning