DML2011 - Alice Taylor's Keynote Presentation


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Alice Taylor's Opening Keynote
Digital Media and Learning Conference
"Designing Learning Futures"
Long Beach, CA
March 3, 2011

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  • Photo courtesy of CGP Grey:
  • Q6. If you were interested in find out information on any of the following things, where would you look or who would you ask for info on Base: Total (900), Males (450), Females (450), 11-13 (300), 14-16 (300), 17-19 (300)
  • Channel 4 Tribes research 2009
  • Depending on your age, television is either always-on or .. Less so.
  • Picture courtesy of Nielsen research. UK time almost identical.
  • 1066 game.
  • Deep play. Most websites are “skimmed”
  • Littleloud, here. Won a BAFTA.
  • Missions range from photoshopping, cyberstalking, checking cameras, hacking emails, phishing for passwords, etc.
  • On this one, we got a bargain. We didn’t quite realise how far they’d push the development, certainly not for the money agreed originally. In other instances however, there have been examples of where designers have wanted to produce the equivalent of a AAA game – but with a fraction of the development cost. This doesn’t *usually* end well. Not usually. Sometimes you get lucky – we did with Privates – but the world is littered with overambitious, underfunded projects.
  • Voiceovers were taken from diaries of the original pilots. Real names are used.
  • Two lessons here: accuracy is great, not having checkpoints is not!
  • DML2011 - Alice Taylor's Keynote Presentation

    1. 1. 10 lessons, from 10 games, for teens
    2. 2. Channel 4 Education’s PS remit <ul><li>Original target audience: UK teens aged 14 -19, recently extended to 10-19 </li></ul><ul><li>“ Soft” learning to enhance curriculum and fill gaps : sex, drugs, alcohol, relationships, citizenship, money, etc. </li></ul><ul><li>Target teens in leisure time, not school. </li></ul>Used to be 330 hours of TV p.a.
    3. 3. Essential questions: <ul><li>Who is the target ? </li></ul><ul><li>Where are they at the time you want to reach them? </li></ul><ul><li>What are their tastes ? </li></ul><ul><li>How much do you want them to learn? </li></ul><ul><li>What is the definition of success ? </li></ul>Games are an obvious choice.
    4. 4. #1: Know the audience
    5. 5. (Socnets higher for older teens)
    6. 6. Where do they go for information? Relationships and sex, drugs and alcohol are the most difficult topics for young people to talk to family / authority figures about. Internet Friends Family Teacher TV Radio No one 27% 46% 61% 34% 7% 2% 7% 51% 51% 39% 4% 11% 1% 7% 49% 42% 47% 13% 10% 2% 7% 45% 20% 53% 18% 28% 9% 13% 41% 20% 75% 10% 10% 3% 4%
    7. 7. What are their tastes?
    8. 8. UK’s TV watching habits: Generic TV-is-on pattern
    9. 9. Hours per week of trad TV: Hrs per week Adults 55+ Individuals Adults 25-34 Adults 16-24 Under 16s
    10. 10. O New media is additional or synch use.
    11. 11. Where are they? <ul><li>Facebook? – games, chat </li></ul><ul><li>YouTube? - video </li></ul><ul><li>AppStore? - games </li></ul><ul><li>Kongregate? - games </li></ul><ul><li>Miniclip? - games </li></ul><ul><li>Stardoll? – dressup, chat </li></ul><ul><li>Habbo? – dressup, games </li></ul><ul><li>Xbox Live / PSN? - games </li></ul>
    12. 13. #2: Identify success metrics
    13. 14. How did we define success? <ul><li>Did it cost less and/or reach more teens than a morning TV schedule? </li></ul><ul><li>Did it innovate, and get the corporation attention in new and positive ways? </li></ul><ul><li>Did teachers, parents and educators like it? </li></ul><ul><li>Was it useful ? </li></ul>
    14. 15. The Games <ul><li>Bow Street Runner: origins of the police force </li></ul><ul><li>Routes: genes, genetics, DNA </li></ul><ul><li>Smokescreen: privacy, social networking, media literacy </li></ul><ul><li>1066: cultural history </li></ul><ul><li>Trafalgar Origins: cultural/racial history </li></ul><ul><li>303 Squadron: cultural history </li></ul><ul><li>Privates: sexual health </li></ul><ul><li>The Curfew: civil liberties, politics </li></ul><ul><li>Super Me: resilience, happiness, mental health </li></ul><ul><li>Cover Girl: media literacy </li></ul>
    15. 17. Super Me research Source: SuperMe research, Dubit. 494 x 14-19 year old users interviewed between 6 th – 24 th August 2010 62% “ learned something new ” from SuperMe
    16. 18. “ I learnt that everyone - even celebrities - have insecurities, and they're not just a fact of life that you have to put up with, there are ways you can change that.” (Female, 14-16) “ That whatever you want to do to succeed in life there will be setbacks and possible failures involved, but that's okay. The trick is to dust yourself off and say “Ok, I haven't succeeded this time but lets try again until I reach success&quot;. (Male, 17-19) “ Being happy is so much more than simply smiling - it is a whole way of life, and the good news is that you can learn techniques and ways to become more happy” (Male, 17-19) “ I learned that it is up to me to decide how I feel and not to let other people get in the way of my own happiness” (Female, 14-16) “ I learnt a lot from SuperMe including ways that emotions and feelings actually work, and a reminder that I have the ability to change and control my path in life and my emotions too.” (Female, 17-19) Source: SuperMe research, Dubit. 494 x 14-19 year old users interviewed between 6 th – 24 th August 2010
    17. 20. Global audience, constant flow
    18. 21. #3: Use the best creatives you can find
    19. 22. #4: Spend for quality
    20. 24. Smokescreen <ul><li>2 years to develop start to finish (high) </li></ul><ul><li>£400,000 (upper end) </li></ul><ul><li>Team of ~ 8 (normal) </li></ul><ul><li>Multidisciplinary & mixed media, inc video, soundtrack, voiceovers, etc. </li></ul><ul><li>Won Learning on Screen & SXSW awards </li></ul>
    21. 25. #5: Watch for ambition > funds/ability
    22. 26. #6: Use video/audio for human stories
    23. 29. #7: Use valued, familiar faces for attn
    24. 32. #8: Easy to grok = more traffic.
    25. 34. Data <ul><li>Average time in a Facebook game: 10m </li></ul><ul><li>Average time on a website: 3m </li></ul><ul><li>Games as a Service = Farmville was launched as a “minimum viable product”, and is a very different beast today than it was a year ago. </li></ul><ul><li>Hiccup points: is the game or learning too hard, too boring? </li></ul><ul><li>Download size? </li></ul>#9: Launch, watch data, improve
    26. 35. Comparatives
    27. 36. Quantifying progress Source: SuperMe research, Dubit. 494 14-19 year old users interviewed between 6 th – 24 th August 2010
    28. 37. #10: Have $$/time for marketing…
    29. 38. <ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>@wonderlandblog </li></ul><ul><li>(@c4education for Channel 4 Education) </li></ul>Thank you!