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.

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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!)
  • Siege Conference 2009: Corporate Learning Games

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