Serious game developers must consider client needs and constraints. To most, it is obvious that the end users’ desired training, behavior change, assessment, or experience outcomes shape the focus of the game. But the client organization’s funding, IT infrastructure, data needs, and personnel impact design as much, if not more, than end users’ needs. This session will share experiences where these factors significantly impacted game design and make recommendations for identifying and addressing these needs early in the design process.

1. Jenn McNamara
VP Serious Games and Strategic Partnerships

2.  Custom serious games for clients
 Applications: training, assessment, research
 Driven by MY observations and experiences
http://www.experimentswithsuccess.com

3.  Training, assessment, research:
◦ Engagement
◦ Repeated practice
◦ Record of behavior
◦ Authentic experience and environments
◦ Promote a sense of user loyalty

4.  Client-Centered

6. http://blog.minitab.com/blog/what-is-user-centered-design-and-why-is-it-important
https://www.cise.ufl.edu/~mssz/Design1/CEN3913-Lecture01-Design-ProcessDesign.html
https://www.mockplus.com/blog/post/the-dos-and-donts-of-usercentered-design

7. Koreen Olbrish Pagano Immersive Learning

8.  What Characterizes Learner-Centered eLearning
◦ Uses inclusive language
◦ Provides self-reflection opportunities
◦ Allows user-friendly, easy navigation
◦ Includes relevant, relatable, real-life scenarios
◦ Enables personalization
◦ Responds to individual needs
◦ Connects through multi-sensory interaction
https://elearningindustry.com/7-characteristics-learner-centered-elearning
Pulse Learning

13. 2018 ESA Essential Facts
https://pcbuildsonabudget.com/which-genres-needs-more-love
https://pinoytekkie.wordpress.com/2012/08/31/know-your-game-genre/

16. http://www.theknowledgeguru.com/learning-game-design-game-elements
http://www.acagamic.com/uploads/2014/09/game-brainstorm.png

23.  Must be in line with needs / expectations
 Artificial constraints remove iteration cycles
http://lifevesting.com

26.  Broaden analysis, include:
◦ Funding
◦ Timelines (artificial and real)
◦ IT infrastructure and support contractors
◦ Data needs / usage
◦ End-player attitudes towards:
 Games
 Specific game elements

27.  Client-centered doesn’t mean the client is
always right
 Let game designers’ expertise drive
recommendations
◦ Genre
◦ Specific game elements
 Employ focused testing and iteration as a design
process

28.  End-users
 Management
 Customers (Internal or External)
 Information Technology
 Other Vendors
 Human Resources
 Training and Development
 Marketing
 Parents
 …

29.  Pilot/soft launch
 Push with a marketing campaign
 Support other vendors or internal cost centers
 Have a plan for the data produced
 Plan for deployment
 Plan for maintenance
◦ Content
◦ Technology

31. Jenn McNamara
jmcnamara@breakawayltd.com
610 420 8812

33. 5 Design Decision Styles
uie.com

34.  Short project < 4-6 months
◦ Client-centered design
 Long-term project > 6 months
◦ From Client-centered design to Genius design
 Activity focused for simulations /
gamification