Corporate Learning Games
Serious game development in adult learning & development
– going from potentially big to really b...
Who am I to talk?




 CEO, co-founder, PIXELearning

 Background includes Mech Eng, Disaster Management &
 eLearning

 Co...
“Serious” Games? What the @%$#?




“The use of games or gaming dynamics not
simply to entertain the player, but rather to...
Business education
Supply & demand
Inventory management
Pricing strategy
Risk v reward
Profit & loss
Seasonal factors on d...
Management
Understanding data
Analytical thinking
Strategic planning
Tactics
Performance improvement
Team-building
Entrepreneurship
New product development
Financing a business
Developing markets
Hiring key staff
Financial management
Ach...
Civic planning
Zoning
Emergency planning
Managing utilities
Crime prevention
Fiscal management
Environmental management
You Play World of Warcraft? You're Hired!
                       http://www.wired.com/wired/archive/14.04/learn.html




L...
Serious Games Taxonomy (Sawyer & Smith)
http://www.dmill.com/presentations/serious-games-taxonomy-2008.pdf
Reasons why companies are getting excited....


To make adult learning &
development…..

                                 ...
What is driving interest?




Class-based (F2F) training is expensive

Logistically challenging to deliver F2F

F2F delive...
Games allow people to practice



                                                     Learning games allow
PRACTICE      ...
Games are complex



                                               Learning games focus
Higher-order thinking skills
    ...
Virtual experience is cheaper



                                         Learning games allow
                           ...
Adults like to solve problems

                                      Learning by doing!

                                 ...
Games are engaging



                   Learning games positively
      ENGAGEMENT
                   encourage user
    ...
Competition & collaboration



                                      Multiplayer allows
MULTIPLAYER                       ...
Sounds a bit dull



                                       Erm,
                                      so…no
             ...
Our Worlds of Makrini – a.k.a. The Diversity & Inclusion Game
PIXELearning & Global Lead LLC
Reasons to get excited



 New (less volatile) markets

 Much lower cost of entry

 Reuse existing technology & IP

 Diffe...
What is the opportunity?



                                                                                CAUTION
Global...
Business models




Work for hire – custom development

Content product provider (direct or indirect)

Subscription-based ...
Who is doing what?




People from the games industry
– E.g. Virtual Heros, Blitz & Noah Falstein

People from the web/mul...
What are they doing?




Induction                       Understanding marketing
Change management               Understan...
Where are they doing it?




                                           SGI
                                          (Cov...
Who are they doing it for?

                                      Hilton

                                      Best Buy
3...
What are the business/project goals?




One word (or short) answers only - what is the most
important benefit/feature/'th...
Flexibility, low cost, & improved training

..the answer is clear: employee engagement.
 Basically learning-by-doing with ...
What kind of technical approaches?




Game industry technology & game craft (HL2, CryEngine, Neverwinter Nights etc)

Spe...
VISA – Financial Soccer

Financial Soccer is a fast-paced, multiple-choice
question game, testing players’ knowledge of
fi...
CISCO – Binary Game
“Come play the game enjoyed by
hundreds of thousands of people all over
the world. This game is posted...
CISCO Mind Share



“Learn all about
networking whilst you
play!”
BNP Paribas
A space/sci-fi themed sim to teach basic banking services awareness & promote the bank’s
brand for recruitment...
audit training




Delivering productivity gains:
(“gaming the skill”)
   Technical audit training
   US audience (approx ...
diversity training




Delivering effective learning to all staff:
(where eLearning could not)


   Almost compliance (maj...
Drivers / ROI / Metrics




Helping to manage change:
(show WHY not just HOW)


   Major SAP rollout
   Major process stre...
IT security games




Deliver mix of business
and technology courses
Traditionally F2F in
EMEA and AsiaPac
Through trainin...
Caspian Learning & Thinking Worlds
3D Serious Game engine & authoring tools (aimed at learning designers)
Daesign (FR)

     Simple, branching tree scenarios – cartoon style, pre-canned animations depicting
     business situati...
Foreterra (US)

     Virtual World technology (from There.com) used to allow real time, multiplayer
     role play in 3D e...
Gamelearn - Merchants

     2D/Cartoon style, easy to use game set in historical setting (Venice, 15th century) to
     tr...
IBM – Innov8/Innov8 2.0
 3D and browser-based 2D – raise awareness of and provide skills training around Operations
 Manag...
Playgen (UK)
 Browser-based 2D/3D mix (Flash) – Anti-money laundering training game
RajSim (Holland)
 Project management training – fictional scenario about construction/management of
 world’s largest shark...
TPLD (Scotland)

                                            Infiniteams – team building / dynamics
                      ...
Visual Purple/BTS (US)




                     ‘Winning in Wireless’ – 3D, role play +
                     business sim ...
Xposim




         Oil exploration sim – mix of pre-canned
         3D animations, 2D sim interfaces – huge
         deta...
Leadership development




Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall,...
Leadership development




       Leadership development game. Focuses on problem-solving, communication
       and coachi...
Leadership development




   Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server.
   Challenges with fir...
What are the challenges?



“So, why aren’t we all
rich yet then?”

       • Training market is conservative & usually slo...
Corporate/training ‘nuances’




Specific ‘characteristics’ of the training world.....

• LMS’s (control) + SCORM/AICC sta...
Costs/pricing

“What’s the
going price of
a serious
game?”

  Work for hire...

  • $50k - $250k normal range
  • $500k - ...
Timescales




“Can you build it by
the end of the         • Driven by budget quarters / year
month?”                ends
...
Timescales




• Normal range 2 to 6 months
• Usually to fit in client budget quarters (3 or 6 months)
             1 mont...
So...where do you go from here?


Web communities

- http://seriousgames.ning.com

Serious Games People LinkedIn group
- h...
Publications   The E-Learning Guild 360 Research report, March
               2008, “Immersive Learning Simulations”.


  ...
+44 (0) 24 7623 6971

                                                PIXELearning Ltd
                                   ...
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SIEGE Conference - corporate learning games

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Presentation given to the audience of SIEGE Conference 2009 in Atlanta by Kevin Corti, CEO of PIXELearning around \'corporate learning games\'.

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SIEGE Conference - corporate learning games

  1. 1. Corporate Learning Games Serious game development in adult learning & development – going from potentially big to really big. Kevin Corti CEO, PIXELearning Saturday 3rd October 2009
  2. 2. Who am I to talk? CEO, co-founder, PIXELearning Background includes Mech Eng, Disaster Management & eLearning Co-founded PIXELearning in 2002, custom development studio (transitioning to content/product company) Primary area - corporate L&D Secondary areas – business education / marketing Developed some tech (LearningBeans) Based at Coventry University Serious Games Institute SGI / AWM / DTG / Serious About Games / IDM etc
  3. 3. “Serious” Games? What the @%$#? “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”. “It’s Time To Take Games Seriously” Forrester report (TJ Keitt and Paul Jackson), August 19, 2008
  4. 4. Business education Supply & demand Inventory management Pricing strategy Risk v reward Profit & loss Seasonal factors on demand
  5. 5. Management Understanding data Analytical thinking Strategic planning Tactics Performance improvement Team-building
  6. 6. Entrepreneurship New product development Financing a business Developing markets Hiring key staff Financial management Achieving sustainability
  7. 7. Civic planning Zoning Emergency planning Managing utilities Crime prevention Fiscal management Environmental management
  8. 8. You Play World of Warcraft? You're Hired! http://www.wired.com/wired/archive/14.04/learn.html Leadership Recruitment Coaching / mentoring Division of labour Working as (remote) teams Effective communication Dispute resolution
  9. 9. Serious Games Taxonomy (Sawyer & Smith) http://www.dmill.com/presentations/serious-games-taxonomy-2008.pdf
  10. 10. Reasons why companies are getting excited.... To make adult learning & development….. Cheaper Faster Better
  11. 11. What is driving interest? Class-based (F2F) training is expensive Logistically challenging to deliver F2F F2F delivers variable (unpredictable) quality/results eLearning very cheap but ‘shallow learning’ How truly engage? >> drive participation? How deliver effective learning opportunities to large, geographically dispersed, audiences x-demographics? How cut costs AND improve results (inc sales, reduced errors, be compliant etc)
  12. 12. Games allow people to practice Learning games allow PRACTICE people to experience a scenario or situation in a safe, “Game the skill” realistic manner. Putting theory into practice. Theory Reflection Builds on theory and post-reflection (blend)
  13. 13. Games are complex Learning games focus Higher-order thinking skills on higher-order thinking skills. Complex Cognitive “Do it right whilst under activity pressure” - lots of different information, competing demands. Information Focus on strategy and dissemination decision-making, for example, not just memorizing facts!
  14. 14. Virtual experience is cheaper Learning games allow users to acquire ‘virtual experience’. “VIRTUAL EXPERIENCE” “Screw up in-game…not on the job”. Real world Virtual experience application They can then apply this to the real world – transferable learning!
  15. 15. Adults like to solve problems Learning by doing! Adults like problem- based learning, ADULT LEARNING challenges and clear relevance to work or personal needs. Problem-based Learning (goals, Learning games are tasks) based on their job role and/or work environment.
  16. 16. Games are engaging Learning games positively ENGAGEMENT encourage user participation. Passive reception Moving from “fill the vessel” with facts to…. …empower the user to make decisions and experience meaningful consequences. Active engagement Learner-centric experiences!
  17. 17. Competition & collaboration Multiplayer allows MULTIPLAYER learners to collaborate Added realism and compete. Makes experience very Collaboration life-like, challenging and engaging. Peer support + learn Peer review from others. Group support
  18. 18. Sounds a bit dull Erm, so…no aliens then? NO FUN - By order of the corporation
  19. 19. Our Worlds of Makrini – a.k.a. The Diversity & Inclusion Game PIXELearning & Global Lead LLC
  20. 20. Reasons to get excited New (less volatile) markets Much lower cost of entry Reuse existing technology & IP Different business models Annual recurring revenue streams Strong margin potential Strong growth potential
  21. 21. What is the opportunity? CAUTION Global ‘education’ market = US$2 trillion Handle with care! US training market = US$130bn (employs 500,000 people) UK training market = US$30bn Indian training market = US$1.6bn (25% annual growth) Global eLearning market = US$50bn Serious Games market = US$1bn to US$9bn Eliane Alhadeff (Future Making Serious Games blog) http://elianealhadeff.blogspot.com/2008/04/reconciling-serious-games-market-size.html
  22. 22. Business models Work for hire – custom development Content product provider (direct or indirect) Subscription-based models (PAYG, site license etc) Technology provider, direct or indirect (e.g. authoring tools, game engines) ‘Pure’ consultancy (pre-sales, concept development, project management) Free content, charged-for services (training, support, consultancy etc)
  23. 23. Who is doing what? People from the games industry – E.g. Virtual Heros, Blitz & Noah Falstein People from the web/multimedia industry – E.g. DESQ People from the learning & development industry Virtual worlds – Forterra, 2nd Life etc Traditional modelling/simulation – G2G3, BTS (Visual Purple) Marketing agencies
  24. 24. What are they doing? Induction Understanding marketing Change management Understanding finance Sales training Pitching to investors Project management International trade Customer service Entrepreneurship Channel support Energy wise IT Leadership development Call centre training Dealing with difficult people IT security for SMEs Appraisals Business studies B2C promotions Citizenship Diversity & inclusion Financial compliance Audit intern training Protecting IP IT systems familiarization Corporate Social Responsibility
  25. 25. Where are they doing it? SGI (Cov) #2 UK #1 N. America #3 W. Europe GfLI SGDI (NYC) #4 SE Asia (CA)
  26. 26. Who are they doing it for? Hilton Best Buy 3M HP Coca Cola Shell Cisco BP IBM Orange Vodaphone BNP Paribas Raytheon British Telecom Fifth Third Bank Northrup Grunman Belgacom VISA Comcast KPMG Nokia L’Oreal PWC Volvo
  27. 27. What are the business/project goals? 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?
  28. 28. Flexibility, low cost, & improved training ..the answer is clear: employee engagement. Basically learning-by-doing with highly engaging experiences. Real measurable business benefits!!!!! Definable Return On Investment - Demonstrable business benefits at a keen cost.... Predictable delivery and acceptable cost of custom solutions. Clear understanding of and support through process Must clearly target a business need Already exists (off the shelf product)? In one word: Outcomes. Proof that the investment is justified Accelerated and lasting change in attitudes Easily modifiable and interoperable -learning environments.
  29. 29. What kind of technical approaches? Game industry technology & game craft (HL2, CryEngine, Neverwinter Nights etc) Specialised technologies with instructional purposes (e.g. Caspian, DISTIL) Casual/web games (e.g. Wild Tangent, Virtools & Flash) Virtual World tech (e.g. 2nd Life & |Forterra Olive) Standard Windows custom creation (C#, Java etc) eLearning tech (browser-based; AJAX, Flash) A NICHE For everyone Multimedia (e.g. Director) Games consoles (mods through to 100% custom) Mobile phones / PDAs / iPhones
  30. 30. VISA – Financial Soccer 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.
  31. 31. CISCO – Binary Game “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”. “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.” http://forums.cisco.com/CertCom/game/ binary_game.swf
  32. 32. CISCO Mind Share “Learn all about networking whilst you play!”
  33. 33. BNP Paribas A space/sci-fi themed sim to teach basic banking services awareness & promote the bank’s brand for recruitment purposes. Built by KTM Advance (FR) - http://starbankthegame.bnpparibas.com
  34. 34. audit training Delivering productivity gains: (“gaming the skill”) Technical audit training US audience (approx 1,000/yr) 1:3 the simulation:instructor blend Desire to ‘do’ rather than ‘learn about’ Assessed to Kirkpatrick L4 / Phillips ROI The KPMG simulation enables learners to: 1. Practice both technical & soft (client-facing) skills 2. Experience accurately recreated audit processes 3. Understand real world cause & effect Measured productivity improvement > $13m
  35. 35. diversity training Delivering effective learning to all staff: (where eLearning could not) Almost compliance (major cost of failure) F2F costs impossible Very sensitive subject (diversity) Staff apathy / reluctance Makrini (the diversity game) is: 1. Easily accessed (web-based ) 2. Engaging & rewarding (people will use it) 3. Very practical (recognisable tasks)
  36. 36. Drivers / ROI / Metrics Helping to manage change: (show WHY not just HOW) Major SAP rollout Major process streamline/change Global workforce to communicate with Staff resistance/inertia PET (the Process Education Tool): 1. Easily accessed (through LMS) 2. Accurately mapped internal processes 3. Demonstrated business cause & effect
  37. 37. IT security games Deliver mix of business and technology courses Traditionally F2F in EMEA and AsiaPac Through training partners HP MEAI limited by time & resources Audiences limited by time, travel etc
  38. 38. Caspian Learning & Thinking Worlds 3D Serious Game engine & authoring tools (aimed at learning designers)
  39. 39. Daesign (FR) Simple, branching tree scenarios – cartoon style, pre-canned animations depicting business situations for role playing
  40. 40. Foreterra (US) Virtual World technology (from There.com) used to allow real time, multiplayer role play in 3D environments
  41. 41. Gamelearn - Merchants 2D/Cartoon style, easy to use game set in historical setting (Venice, 15th century) to train users in sales/negotiation skills
  42. 42. IBM – Innov8/Innov8 2.0 3D and browser-based 2D – raise awareness of and provide skills training around Operations Management / Business Process Management.
  43. 43. Playgen (UK) Browser-based 2D/3D mix (Flash) – Anti-money laundering training game
  44. 44. RajSim (Holland) Project management training – fictional scenario about construction/management of world’s largest shark aquarium in China)
  45. 45. TPLD (Scotland) Infiniteams – team building / dynamics using 2D isometric style (browser based / Java) The Winning Game – arcade style game, based around proven research into sports science
  46. 46. Visual Purple/BTS (US) ‘Winning in Wireless’ – 3D, role play + business sim – business skills
  47. 47. Xposim Oil exploration sim – mix of pre-canned 3D animations, 2D sim interfaces – huge detail in underlying models
  48. 48. Leadership development Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
  49. 49. Leadership development Leadership development game. Focuses on problem-solving, communication and coaching.
  50. 50. Leadership development Multiplayer (teams of 4), Flash-based using Adobe Flash Media Server. Challenges with firewall, LMS etc.
  51. 51. What are the challenges? “So, why aren’t we all rich yet then?” • Training market is conservative & usually slow to adopt • Lack of available case studies, examples and proven results • Predominance of ‘work for hire’ model • Confusing number of orgs, tech, products, etc – no clear offering • Global economy – risk averse, low training investment
  52. 52. Corporate/training ‘nuances’ Specific ‘characteristics’ of the training world..... • LMS’s (control) + SCORM/AICC standards • DDA/Section 508 • Commoditisation of eLearning • Training works with ‘content’ creation • Linear instructional approaches • “Specify then build” approach to enterprise software • IT security & infrastructure
  53. 53. Costs/pricing “What’s the going price of a serious game?” Work for hire... • $50k - $250k normal range • $500k - $1m possible OTS product/solutions approach... • $10 - $100 per seat • $10k - $100k site licenses • annual licenses * What is ‘a game’?
  54. 54. Timescales “Can you build it by the end of the • Driven by budget quarters / year month?” ends • OTS products would be much more attractive (but clients want customisation) • 20:80 rule – makes clients uncomfortable.
  55. 55. Timescales • Normal range 2 to 6 months • Usually to fit in client budget quarters (3 or 6 months) 1 month 2 months 3 months 4 months 5 months * Based on analysis of PXL projects 2007-09 6 months 7+ months Page 16
  56. 56. So...where do you go from here? Web communities - http://seriousgames.ning.com Serious Games People LinkedIn group - http://theevilnumber27.wordpress.com/linkedin-group/ Books & papers - Clark Aldrich (3 books) Virtual Worlds, Real Leaders - IBM Global Innovation Outlook 2.0 Report www.ibm.com/ibm/gio/media/pdf/ibm_gio_gaming_report.pdf Seriosity report – leadership in games and at work www.seriosity.com/downloads/Leadership_In_Games_Seriosity_and_IBM.pdf Serious Games Summit – 23rd March in San Francisco (alongside GDC)
  57. 57. Publications The E-Learning Guild 360 Research report, March 2008, “Immersive Learning Simulations”. http://www.elearningguild.com/
  58. 58. +44 (0) 24 7623 6971 PIXELearning Ltd The Serious Games Institute, Kevin Corti, CEO Coventry Innovation Village, Cheetah Road, Coventry kevin.corti@pixelearning.com CV1 2TL LinkedIn: www.linkedin.com/in/kevincorti Company web: www.pixelearning.com Twitter: @pixelearning

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