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Scott Brewster & Mitch Weisburgh - Games & the U.S. Education Market

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Scott Brewster, Co-Founder, ThinkZone Games
Mitch Weisburgh, Co-Founder, ThinkZone Games

This presentation was given at the 2016 Serious Play Conference, hosted by the UNC Kenan-Flagler Business School.

Who is the buyer for games that are to be used in schools? How do education buyers make decisions? How do they want to use games? How big is the market? What are the obstacles to reaching more students and teachers? What’s the potential market? You’ll find out in our session.

Published in: Education
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Scott Brewster & Mitch Weisburgh - Games & the U.S. Education Market

  1. 1. Games & The U.S. Education Market Mitch Weisburgh mitch.weisburgh@academicbiz.com Scott Brewster scott@thinkzonegames.com
  2. 2. Game-Based Learning (GBL) Market 2 Instructional Purchases: 10% Student Support Services: 8% Operations: 20% Uses of Ed Funds Instructional Staff: 64% (750B) (7.5B) Current K12 GBL < $100M Potential GBL $2B
  3. 3. US K-12 Content Sales Breakdown Other: 3% District Administration: 60% School Administration: 25% Teachers: 7% State: 5%
  4. 4. US K-12 Decision Makers Target Decision Maker Super- intendent District Admin School Principal Teacher Librarian Size of Problem Semester, Multiple Grades, Multiple Schools Month+, Multiple Grades, Special Populations At Least 1 Grade, A Few Weeks At Least 1 Full Lesson At Least 1 Full Lesson Expected Spend $100,000+ $5,000 – $50,000 $2,000 - $10,000 Free to $200 Free to $500 Approval Cycle 18 Months 6-12 Months 3-6 Months 0-60 Days 0-6 Months Buying Power 60% 25% 7% <3% U.S. Total Number 15,000 60,000 100,000 3,900,000 50,000
  5. 5. 13,640 Districts 115,062 Schools (24k Private) 3.8 Million Teachers 54 Million Students (5.9m Private) US K-12 Market Size
  6. 6. 2013-2014 District Size and Population District Count % Total Districts District Enrollment % Student Population 4,378 32% < 600 2% 5,086 37% 600 – 2,499 14% 2,003 15% 2,500 – 4,999 15% 1,028 8% 5,000 – 9,999 15% 806 6% 10,000 – 24,000 20% 338 2% > 25,000 34%
  7. 7. 2013-2014 District Size and Population District Count % Total Districts District Enrollment % Student Population 4,378 32% < 600 2% 5,086 37% 600 – 2,499 14% 2,003 15% 2,500 – 4,999 15% 1,028 8% 5,000 – 9,999 15% 806 6% 10,000 – 24,000 20% 338 2% > 25,000 34% 92% Small Large 46% 54%
  8. 8. World Wide Buying Patterns: 2013 - 2014 Ambient Insights 2014
  9. 9. US K-12 Education Game Market Education Game Market Projected 1 Year - US preK-12 Total Market K-3 3-5 6-8 9-12 General/Other 17.5 4.3 4.3 4.5 4.5 Math 43.9 10.7 10.7 11.2 11.2 ELA 61.4 15.0 15.0 15.7 15.7 Science 22.8 5.6 5.6 5.8 5.8 Social Studies 17.5 4.3 4.3 4.5 4.5 Arts 7.0 1.7 1.7 1.8 1.8 Social/Emotional 5.3 1.3 1.3 1.3 1.3 Total 175.4 42.9 42.9 44.8 44.8
  10. 10. The Big Addressable Problem Education System: Industrial age & suboptimal Games: 21st Century learning with student Timing: The Tech Tsunami is now engagement, learning in context, and assessment
  11. 11. Outdated Education System
  12. 12. Timing & School Cycles Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Selling Season Decision Budget P.O. Releases Lead Acquisition
  13. 13. Trajectory of Adoption Year 1 Year 2 Year 3 Year 4 Beta Testing Early Adopters Product Champions Ramp Up & Market Penetration
  14. 14. How Do We Increase the Use of Games in Schools? Support Teachers Increase Market Awareness Target Policy Makers and Decision Makers Collaborate Make Games Easy to Deploy
  15. 15. 15 $500M Potential GBL Market By 2020 Market Obstacles Game Developers District Administrators Educators ü No sustainable business model ü High Customer Acquisition Cost ü Against lots of small purchases ü Don’t necessarily think games are what students need ü Individual games can create chaos ü Password Hell ü No Group and Individual Assignment ü No student progress tracking
  16. 16. US K-12 Spending 2008 School Budgets Peak 2014 School Budgets Start Rebound Decrease in Headcount & Purchases 2020: Steady Increases • Rebound in Tech Purchases vs Headcount • Digital Native Educators & Admins • Digital Distribution/Purchasing Spending
  17. 17. US K-12 GBL Projections DECREASE $50M GBL Spending REBOUND $500M 2008 School Budgets Peak 2014 School Budgets Start Rebound 2020: Steady Increases
  18. 18. 18 Market Obstacles Game Developers District Administrators Educators ü No sustainable business model ü High Customer Acquisition Cost ü Against lots of small purchases ü Don’t necessarily think games are what students need ü Individual games can create chaos ü Password Hell ü No Group and Individual Assignment ü No student progress tracking
  19. 19. 19
  20. 20. Curate great educational games from multiple vendors into a standards-based curriculum Provide a platform to make digital game-based learning easy to implement Sell and market collections of games in a way that makes sense to administrators & game developers Can Developers Unlock the Market?
  21. 21. Can Developers Unlock the Market?
  22. 22. Games & The U.S. Education Market Mitch Weisburgh mitch.weisburgh@academicbiz.com Scott Brewster scott@thinkzonegames.com

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