Tyson Greer- Ambient Insight


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"Innovations in the Mobile Education Game Market"

This session on Mobile Edugame Innovations presents key findings from Ambient Insight’s market research on Location-based Learning, Language Learning, Education, Healthcare, and Mobile Learning value added services (VAS). It identifies buyers, converging trends, recent investment patterns, and revenue opportunities for developers, publishers, resellers, and custom services suppliers.

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  • Ambient Insight founded in 2004 by Microsoft Training and Certification veterans that built the Microsoft Online Institute (MOLI)International “boutique” analysis firm specializing in quantitative analysis, learning technology forecasts, M&A analysis, and competitive intelligence Ambient Insight tracks learning technology buying behavior across the planet. We have buying behavior profiles for over 100 countriesAmbient Insight…We are the only analyst firm that whose focus is entirely on Learning Technologies – produce syndicated and custom reports.We don’t compare or rank, award or reward, endorse or promote – any company or product.
  • Product types: how we track data View our taxonomy – free
  • Tyson Greer- Ambient Insight

    1. 1. 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 2013 August 22, 2013
    2. 2. 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.
    3. 3. 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
    4. 4. 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-12 Corporations - Businesses Higher Education Federal Government State - Local Government Associations & Non-Profits Healthcare Custom Content Cloud-based Tools & Platforms Value Added Services (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 Regions North America Latin America Eastern Europe Western Europe Asia Africa The Middle East Pilot Fish Media Inc
    5. 5. 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
    6. 6. Ambient Insight 2013 Key Findings from Ambient Insight Research
    7. 7. 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.
    8. 8. 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
    9. 9. Ambient Insight 2013 Innovations in Packaged and Custom Content “I’ve found that my students are most engaged when they are fighting monsters.”
    10. 10. Ambient Insight 2013 Knowledge & Skills: Math and Literacy Games Dominate PreK-2 on Smartphones, Tablets, & Game Consoles 22Learn Abby Sight Words WeWantToKnow PopCap Book Worm Go Go Kiddo KidsZone Studios GuruCool PlaySchool 12 Fingers Studio
    11. 11. Ambient Insight 2013 “The 2012 Content Trench” – Percent of Total Paid Mobile Learning Apps by Target Demographic 31% 9% 3% 6% 5% 8% 12% 26% 0% 5% 10% 15% 20% 25% 30% 35% 40% 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
    12. 12. 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
    13. 13. Ambient Insight 2013 Knowledge & Skills: Health & Wellness for Consumers CME Edugames for Healthcare Students & Professionals For 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, brai n fitness, cardiovascular health, cognition, dent al health, diabetes, eme rgency response, environment al risk, exercise and fitness, eye health, food and nutrition, pet care, obesity and weight loss, pain, smoking ACLS Wiz flash cards Mango Health
    14. 14. 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
    15. 15. 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.
    16. 16. 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
    17. 17. 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
    18. 18. 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.
    19. 19. 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
    20. 20. 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
    21. 21. Ambient Insight 2013 Everybody’s Got Game User-generated content and the “Creator Economy”
    22. 22. Ambient Insight 2013 Tools: Trend Towards the Creator Economy User 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
    23. 23. 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
    24. 24. 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
    25. 25. 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.”
    26. 26. 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
    27. 27. Ambient Insight 2013 Innovative Revenue and Distribution Models New Opportunities New Challenges
    28. 28. 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
    29. 29. 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.
    30. 30. 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
    31. 31. Ambient Insight 2013 End of the Day Thoughts: Where Is Mobile Edugaming Going? S.M.T.H. a “sport” game for measuring distance
    32. 32. 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