APPLY SERIOUS GAME ‘09 Using serious games to deliver business value ……when the world has gone “all pear-shaped”! Kevin Corti, CEO, PIXELearning LIMITED APPLY SERIOUS GAME ‘09 What Qualities, Metrics and Platform Considerations Make a Serious Game Successful? Kevin Corti, CEO, PIXELearning LIMITED

Introduction Co-founder & CEO ‘ Serious games’/ILS specialist Established 6 years International ‘blue chip’ clients Based at Serious Games Institute 50+ projects (US$2.5m) to date Adult/training focus (90%) Internet technology focus

Co-founder & CEO

‘ Serious games’/ILS specialist

Established 6 years

International ‘blue chip’ clients

Based at Serious Games Institute

50+ projects (US$2.5m) to date

Adult/training focus (90%)

Internet technology focus

What is happening in the market? The PIXELearning experience… Clear change in sales pipeline in last 6 months Common theme: “ We want to achieve the same (or more) for less $$$!” Much more explicit about cost-cutting Large corporations (65% US, 35% EU) Budgets range from £25k to £250k Must have definable business case/ROI A lot of opportunities to partner/gain IP 90% revenue is custom projects 10% OTS product

The PIXELearning experience…

Clear change in sales pipeline in last 6 months

Common theme: “ We want to achieve the same (or more) for less $$$!”

Much more explicit about cost-cutting

Large corporations (65% US, 35% EU)

Budgets range from £25k to £250k

Must have definable business case/ROI

A lot of opportunities to partner/gain IP

90% revenue is custom projects

10% OTS product

What is happening in the market? Examples (last 6 months) Compliance/regulatory training (financial services) Leadership development (telecom, financial services & defence) Customer service (sales, support & retention) Professional (audit technical skills development ) Sales training (cross-sector, role play to managing sales cycle)

Examples (last 6 months)

Compliance/regulatory training (financial services)

Leadership development (telecom, financial services & defence)

Customer service (sales, support & retention)

Professional (audit technical skills development )

Sales training (cross-sector, role play to managing sales cycle)

Drivers / ROI / Metrics Making the budget go (a lot) further: using technology to reach out to larger audiences Deliver mix of business and technology courses Traditionally F2F in EMEA and AsiaPac Through training partners HP MEAI Limited by time & resources Audiences limited by time, travel etc The Accelerate Security and Get IT games are: easily accessed (web-based ) can be replayed (reuse) easily updated (Flash) Approx £100k contract

Making the budget go (a lot) further: using technology to reach out to larger audiences

Deliver mix of business and technology courses

Traditionally F2F in EMEA and AsiaPac

Through training partners

HP MEAI Limited by time & resources

Audiences limited by time, travel etc

The Accelerate Security and Get IT games are:

easily accessed (web-based )

can be replayed (reuse)

easily updated (Flash)

Drivers / ROI / Metrics Delivering productivity gains: (15x ROI) Technical audit training US audience (approx 1,000/yr) 1:3 the simulation:instructor blend Desire to ‘do’ rather than ‘learn about’ Assessed to Kirkpatrick L4 / Phillips ROI The KPMG simulation enables learners to: ‘ Game the skill’ Practice both technical & soft (client-facing) skills Be better prepared for real world Total project cost US$750k

Delivering productivity gains: (15x ROI)

Technical audit training

US audience (approx 1,000/yr)

1:3 the simulation:instructor blend

Desire to ‘do’ rather than ‘learn about’

Assessed to Kirkpatrick L4 / Phillips ROI

The KPMG simulation enables learners to:

‘ Game the skill’

Practice both technical & soft (client-facing) skills

Be better prepared for real world

Drivers / ROI / Metrics Delivering effective learning to all staff: (where eLearning could not) Almost compliance (major cost of failure) F2F costs impossible Very sensitive subject (diversity) Staff apathy / reluctance Makrini (the diversity game): Easily accessed (web-based ) Is fun & interesting (people will use it) Very practical (recognisable tasks) $200k development cost (partnership)

Delivering effective learning to all staff: (where eLearning could not)

Almost compliance (major cost of failure)

F2F costs impossible

Very sensitive subject (diversity)

Staff apathy / reluctance

Makrini (the diversity game):

Easily accessed (web-based )

Is fun & interesting (people will use it)

Very practical (recognisable tasks)

Assumes average costs/employee for classroom training at $200 Assumes initial Sim solution investment of $750K and internal variable costs of $2/employee. Inclusion of lost time and productivity would increase the savings as less time is spent using the serious game than in classroom training. Costs for Classroom Training vs. Serious Game Solution Drivers / ROI / Metrics

Platform considerations Practicality, practicality, practicality! (don’t give ‘em a reason not to buy!) Clients demand technology that is appropriate for their environment which: Achieves primary requirements Fits budget & timeline Avoids undue vendor tie-in Allows ‘easy’ updates/extensions Authoring/editors? Minimal implementation issues Works with enterprise IT systems (e.g. LMS) Only uses 3D when 3D is needed

Practicality, practicality, practicality! (don’t give ‘em a reason not to buy!)

Clients demand technology that is appropriate for their environment which:

Achieves primary requirements

Fits budget & timeline

Avoids undue vendor tie-in

Allows ‘easy’ updates/extensions

Authoring/editors?

Minimal implementation issues

Works with enterprise IT systems (e.g. LMS)

Only uses 3D when 3D is needed

+44 (0) 24 7623 6971 Kevin Corti, CEO [email_address] Company web: www.pixelearning.com Blog: http://theevilnumber27.wordpress.com Linkedin: www.linkedin.com/in/kevincorti PIXELearning Ltd The Serious Games Institute, Coventry Innovation Village, Cheetah Road, Coventry CV1 2TL