Marketing & Educational Gaming Industry 8 Minutes pitch from Group A5: Yme Sake Boonstra, Caroline Boerema, Sander van der Kolk

Introduction Online Gaming Industry Since 1998 used in the Netherlands Gamercials; playful commercials, brand experience, product placement. Edugaming; e-learning, interactive infotainment.

Online Gaming Industry

Since 1998 used in the Netherlands

Gamercials; playful commercials, brand experience, product placement.

Edugaming; e-learning, interactive infotainment.

Gamercial 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

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 example Living Books Client: Het Woeste Woud (Animation Studio) Partners: KRO (Dutch public broadcasting company), University of Leiden, Reading foundation.

Living Books

Client: Het Woeste Woud (Animation Studio)

Partners: KRO (Dutch public broadcasting company), University of Leiden, Reading foundation.

Industry Framework

Business Models Main actor: MAD Multimedia (Groningen) developing, producing and distributing interactive online products like educational games, gamercials, virals, animations and interactive videos.

Main actor: MAD Multimedia (Groningen) developing, producing and distributing interactive online products like educational games, gamercials, virals, animations and interactive videos.

Business 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

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 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.

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 Model Actor; Freelancers (Designers, photographers, musicians) Produce input for the gamercials & Edugames like graphics, sound effects, background music.

Actor; Freelancers (Designers, photographers, musicians)

Produce input for the gamercials & Edugames like graphics, sound effects, background music.

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

Actor: Internet users

Participation by entertainment/infotainment

Potential clients (Gamercials)

Product Innovations Edugaming learning 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 .

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

Gamercials brands 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 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

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) The creation of an edu-game requires diverse skills (Motley Crew) Differentiated Products (Infinite variety) Durable products and durable rents (Ars longa)

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

Differentiated Products (Infinite variety)

Durable products and durable rents (Ars longa)