Marketing & Education Gaming Industry

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Marketing & Education Gaming Industry

  1. 1. Marketing & Educational Gaming Industry 8 Minutes pitch from Group A5: Yme Sake Boonstra, Caroline Boerema, Sander van der Kolk
  2. 2. Introduction <ul><li>Online Gaming Industry </li></ul><ul><li>Since 1998 used in the Netherlands </li></ul><ul><li>Gamercials; playful commercials, brand experience, product placement. </li></ul><ul><li>Edugaming; e-learning, interactive infotainment. </li></ul>
  3. 3. Gamercial example <ul><li>Phunky Frites </li></ul><ul><li>Client: Aviko (Dutch producer of potatoes products) </li></ul><ul><li>Goal of the game: Jump from product to product and don’t fall in the boiling oil of the deep-fry! </li></ul><ul><li>Goal of Aviko: Get people informed of the different products </li></ul>
  4. 4. Edugaming example <ul><li>Living Books </li></ul><ul><li>Client: Het Woeste Woud (Animation Studio) </li></ul><ul><li>Partners: KRO (Dutch public broadcasting company), University of Leiden, Reading foundation. </li></ul>
  5. 5. Industry Framework
  6. 6. Business Models <ul><li>Main actor: MAD Multimedia (Groningen) developing, producing and distributing interactive online products like educational games, gamercials, virals, animations and interactive videos. </li></ul>
  7. 7. Business Models <ul><li>Actor: Client/Companies </li></ul><ul><li>Example: Noordhoff Uitgevers (Biggest educational publisher in the Netherlands) </li></ul><ul><li>Vision: Giving schools the freedom to educate in print, digital or a combination ; Multi Media Methods. </li></ul><ul><li>In collaboration with MAD Multimedia developing gaming engines </li></ul>
  8. 8. Business Models <ul><li>Actor: Advertising companies </li></ul><ul><li>Example: Campina (Dutch dairy company) </li></ul><ul><li>Goal: Stimulate sales of the product Valess </li></ul><ul><li>Developed in collaboration with MAD Multimedia a viral gamercial to promote Valess at a target audience. </li></ul>
  9. 9. Business Model <ul><li>Actor; Freelancers (Designers, photographers, musicians) </li></ul><ul><li>Produce input for the gamercials & Edugames like graphics, sound effects, background music. </li></ul>
  10. 10. Busines Models <ul><li>Actor: Internet users </li></ul><ul><li>Participation by entertainment/infotainment </li></ul><ul><li>Potential clients (Gamercials) </li></ul>
  11. 11. Product Innovations <ul><li>Edugaming learning theories, play a game with nurturing elements , a extrinsic motivation experience ( Egenfeldt-Nielsen, 2005), drill-and-practice learning principles , simple game play and the missing physical presence of a teacher . </li></ul>
  12. 12. Product Innovations <ul><li>Gamercials brands can position their products and/or services in new interactive way , commercial message embedded in the gameplay , top of mind brand awareness and visibility . </li></ul>
  13. 13. Process Innovations <ul><li>Dynamic programming languages; </li></ul><ul><li>Microsoft Silverlight, Java, Shockwave and Flash; are very rich in a visual and sound-oriented way. </li></ul><ul><li>Russel Kay defines rich as in &quot;Those applications offer functionality that goes far beyond mere reading and browsing, and they can be served over the Web&quot; </li></ul><ul><li>Development; iterativeand, short development cycle, not depended on operating system </li></ul>
  14. 14. Conclusions (Conceptual) <ul><li>The creation of an edu-game requires diverse skills (Motley Crew) </li></ul><ul><li>Differentiated Products (Infinite variety) </li></ul><ul><li>Durable products and durable rents (Ars longa) </li></ul>

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