Nearly 70% of American adults play video games. Why? Because games provide a fun, motivational, and risk-free medium to compete, collaborate, and conquer. More and more instructional designers are asking what games they should use to increase the effectiveness of their training and to engage their target audience. Today there are five distinct generations (Traditionalists, Baby Boomers, Gen X, Millennials, and Gen Z) in the workforce. In this webinar, Stephen Baer, Chief Creative Officer at The Game Agency, will discuss each generation’s unique learning styles and identify game types that appeal to each one and improve your learning outcomes. In this webinar, you will learn: • How different generations respond to varying styles of learning • Best practices in applying demographic knowledge to get the most out of eLearning gamification • How to align your performance objectives with the right game and/or gamification solution

5. A LITTLE ABOUT ME
CONFIDENTIAL
PRODUCT OF 70s CHIEF CREATIVE OFFICER
FORMER MARKETING DIRECTOR

6. 5 GENERATIONS IN THE US WORKFORCE
Generational Differences Traditionalists
(born before 1946)
Baby Boomers
(born 1946-1964)
Gen X
(born 1965-1979)
Millennials
(born 1980-1994)
Gen Z
(born 1995-2010)
2. Working Style
1.Communication Style 3. Learning Style
4. Technology Savviness 5. Motivations & Priorities 6. Personal / Work Values

7. 5 GENERATIONS IN THE US WORKFORCE
content is
king but the
experience is
emperor
create a
story that
learners can
relate to
keep your
learning
short and
sweet
leverage
games and
activities to
create active
learners
consider
play styles
and learner
motivations
don’t let
technology
prevent
accessibility
celebrate
success and
encourage
multiple
attempts

8. DO YOUR EMPLOYEES PLAY GAMES?
According to the ESA, In 2020 68% of American Adults Play Video Games
<25
27%
42-57
20%
58-76
23%
77+
8%
<18
20%
18-34
38%
35-54
26%
55-64
9%
65+
6%
25-41
22%
Gamers by Age US Workforce by Age
SOURCE: ESA 2021 Study / US Department of Labor

9. Poll Question
What % of your employees
report playing games
several times a week?
(a) 10%
(b) 20%
(c) 30%
(d) 40%
(e) 50%

10. FREQUENCY OF GAME PLAY BY AGE
75+ Years Old 55-74 Years Old 45-54 Years Old 25-44 Years Old 18-24 Years Old
I play once to several times a day 36% 42% 55% 52% 62%
I play once to several times a week 15% 11% 13% 20% 19%
I play once to several times a month 13% 14% 12% 14% 11%
SOURCE: AdColony Study 2020
* Equal Distribution Between Males and Females

11. PLAYING GAMES AT WORK
60+ Years Old 46-60 Years Old 36-45 Years Old 26-35 Years Old 18-25 Years Old
I never play games during work 81% 77% 60% 54% 52%
I play games at work daily 6% 8% 13% 16% 13%
I play games at work weekly 8% 9% 15% 14% 16%
I play games at work monthly 5% 6% 12% 16% 16%
SOURCE: Limelight Networks 2021 Study

12. HOW CAN YOU SUPPORT ALL GENERATIONS?
game

13. GAMES MAKE YOUR CONTENT STICK
TRAINING CONTENT TRAINING GAMES

14. GAME GENRES BY AGE
SOURCE: ESA 2021 Study
65+ Years Old 55-64 Years Old 45-54 Years Old 35-44 Years Old 18-34 Years Old
● 30% Play Video Games
● Preferred Game Genres
○ 81% Casual Puzzles
○ 17% Arcade
● Preferred Platform
○ 61% on computers
○ 34% on smartphones
● 42% Play Video Games
● Preferred Game Genres
○ 75% Casual Puzzles
○ 25% Arcade
● Preferred Platform
○ 52% smartphone
○ 52% console
● 59% Play Video Games
● Preferred Game Genres
○ 72% Casual Puzzles
○ 36% Arcade
● Preferred Platform
○ 59% smartphone
○ 38% console
● 67% Play Video Games
● Preferred Game Genres
○ 66% Casual Puzzles
○ 48% Racing
○ 47% Action
● Preferred Platform
○ 64% smartphone
○ 53% console
● 68% Play Video Games
● Preferred Game Genres
○ 24% Casual Puzzles
○ 53% Shooter
○ 51% Action
● Preferred Platform
○ 57% smartphone
○ 58% console

15. FREQUENCY OF GAME PLAY BY GENDER
SOURCE: Limelight Networks 2021 Study
<1
hours per
week
1-2
hours per
week
2-4
hours per
week
4-7
hours per
week
7-12
hours per
week
12-20
hours per
week
>20
hours per
week
9.7% 14% 16.6% 16.4% 18.5% 13.9% 10.9%
9.8% 14.5% 15.4% 16.1% 19% 13.4% 11.9%

16. Poll Question
What level of education do the
most active gamers have?
(a) No GED
(b) High School
(c) Bachelors
(d) Masters
(e) Doctorate

17. FREQUENCY OF GAME PLAY BY EDUCATION
No GED High
School
Some
College
Trade
School
Associates Bachelors Some
Postgrad
Masters Doctorate
I play once to several times a day 61% 48% 48% 43% 53% 48% 54% 51% 33%
I play once to several times a week 17% 15% 18% 19% 15% 18% 13% 12% 15%
I play once to several times a month 2% 16% 14% 7% 11% 12% 15% 16% 22%
SOURCE: AdColony Study 2020

18. Poll Question
What household income has
the most active gamers?
(a) <$50K
(b) $50K-$99K
(c) $100K-$199K
(d) $150K-$200K
(e) >$200K

19. FREQUENCY OF GAME PLAY BY HHI
<$50K $50K-$99K $100K-$149K $150K-$199K $200K-$249K >$250K
I play once to several times a day 48% 49% 49% 53% 58% 65%
I play once to several times a week 17% 18% 15% 8% 8% 12%
I play once to several times a month 13% 13% 16% 14% 0% 6%
SOURCE: AdColony Study 2020

20. GAME GENRES
Casual Puzzles
Simulations
Atmospheric
Exploration
City Building
Interactive Drama
Strategy
Action Adventure
Survival
Role Playing
Shooters
Sports
Racing
31%
69%
31%
69%
59%
41% 22%
61%
63%
68%
75%
75%
78%
39%
37%
32%
25%
25%
22%
90%
92%
94%
10%
8%
6%
PREFERRED BY GENDER
SOURCE: ESA 2021 Study

21. POPULARITY OF GENRE BY PLAYER GEO
General West Midwest South Northeast
Casual Puzzles 37% 36% 39% 37% 37%
Word Game 27% 29% 25% 27% 28%
Card 23% 28% 21% 22% 22%
Adventure 17% 18% 12% 16% 21%
Arcade 17% 18% 12% 16% 21%
Casino 16% 21% 18% 13% 15%
Strategy 16% 19% 15% 16% 15%
Trivia 15% 17% 15% 15% 15%
Action 14% 16% 9% 15% 17%
Board Game 10% 10% 10% 9% 13%
Simulation 8% 8% 9% 9% 7%
Racing 7% 8% 3% 6% 9%
SOURCE: AdColony 2020 Study

22. GAME MOTIVATIONS BY
GENDER
14.1%
Competition
11.9%
Destruction
10.2%
Completion
9%
Fantasy
8.8%
Community
17%
Completion
16.2
Fantasy
14.5%
Design
9.5%
Community
8.5%
Story
SOURCE: Quantic Foundry 2016

23. WE’RE ALL MOTIVATED BY SOMETHING
CONFIDENTIAL
Achievers
Explorers
Fighters
Socializers
Collector
becoming better and what I do
Expert
mastering a skill
Navigator
discovering new horizons
Detective
solving problems
Competitor
winning in fair competition
Killer
winning in anyway
Coach
feeling useful
Rockstar
being loved and recognized

24. Feedback
Points Resources
Strategy
KEY COMPONENTS FOR GAME DESIGN
Conflict Collaboration Competition
Chance
Aesthetics
Story
Time
Goals
Rules Theme
G A M E D E S I G N
Rewards
Levels

25. FINDING THE PLAYER FLOW
setup confrontation resolution
ACT I ACT II ACT III
crisis

26. WHY USE GAMES FOR TRAINING?
CONFIDENTIAL
They’re interesting to read
about but much more
interesting to do.
When doing either, people
tend to repeat the
experience.
Games are like a kiss.

27. BEWARE - GAMES CAN DRIVE BIG FEELINGS
SOURCE: ESA 2021 Study
“When I play these games I feel
extremely positive”
20%
Trivia
Music
Card
Word
Casual Puzzles
21%
23%
26%
30%
“When I play these games I feel
negative or extremely positive”
14%
Simulation
Racing
Casino
Sports
Role Playing
15%
15%
19%
21%

28. BEWARE - GAMES CAN DRIVE BIG FEELINGS

29. BUT OVERALL GAMES BENEFIT PLAYERS
SOURCE: ESA 2021 Study
Say video games bring joy
through play
90%
Say video games bring together
different cultures, races, ages,
political affiliations, etc.
Say video games provide
mental stimulation
Say video games provide
stress relief
Say video games can
inspire people
Say video games can help
build teamwork and
collaboration skills
89% 87%
87% 81% 79%

30. The benefits of games are
rooted in human psychology
When injected into training
learners release endorphins
and dopamine; feel-good
chemicals that relieve pain
and boost happiness.
GAMES PRODUCE PLEASURE
CONFIDENTIAL

31. 5 KEYS TO EFFECTIVE TRAINING
CONFIDENTIAL
1. Micro
2.
Mobile
3.
Motivational
4.
Memorable
5.
Measurable

32. Poll Question
What game types do you use
to train your employees?
(a) Casual Puzzles
(b) Word Games
(c) Adventure Games
(d) Strategy Games
(e) Trivia Games
(f) Simulations

33. NOT ALL GAMES ARE CREATED EQUAL
CONFIDENTIAL
Recall
(assessment)
Categorize
(sorting)
Emphasize
(branching)
Articulate
(word play)
Decode
(investigation)
Visualize
(memory)
Identifying
The Right Game
For Your
Performance
Objectives

34. RECALL FACTS
CONFIDENTIAL

35. CATEGORIZE INFORMATION
CONFIDENTIAL

36. EMPHASIZE MESSAGES
CONFIDENTIAL

37. ARTICULATE IDEAS
CONFIDENTIAL

38. DECODE DATA
CONFIDENTIAL

39. VISUALIZE CONCEPTS
CONFIDENTIAL

40. MEASURING SUCCESS
CONFIDENTIAL
● Measure knowledge retention,
skills development, and
application
● Track decision processing,
individual choices, tendencies,
risk tolerance, etc.
● Track accuracy, effectiveness
and efficiency of performance
● Observe performance and
coach accordingly

41. A COMPREHENSIVE STUDY
● 500 Games
● 146,125 Learners
● 292 Learners Per Game (on average)
● 6:04 Minutes Per Game Session
● 49% of Learners Played 3+ times
● 46% Improvement Knowledge
Between 1st & 3rd Session (18 minutes)
CONFIDENTIAL

42. HOW DO OTHER GAMES PERFORM?
CONFIDENTIAL

43. A COMPREHENSIVE STUDY
● 1,600 Games
● 126,901 Learners
● 82 Learners Per Game (on average)
● 3:24 Minutes Per Game Session
● 60% of Learners Played 3+ times
● 57% Improvement Knowledge
Between 1st & 3rd Session (10 minutes)
CONFIDENTIAL

44. WHEN DIGITAL DOESN’T WORK THERE’S ALWAYS
PEN & PAPER
Growth Mindset Knowledge Recall Inquisitive Mindset Deductive Reasoning
Resource Mgmt. Decision Making Strategic Thinking Information Gathering

45. @TheGameAgency