Presentation, discussion given at the GALA SIG 3.3 meeting in Paris the 28th November 2011. (business aspects of Health and fitness games)

1. SG market & Pricing in Health and Fitness AtoS (Wp4), ORT Thierry Nabeth, AtoS Alumnus Giusy Fiucci, ORT

6. Example of facts Market value forecast $ 1.5 - 2 billion dollar estimate for 2008 Although the information was posted in a blog, it originates from a person (Elian Alhadeff) that is following for many years the market of serious game, and can be considered as an expert. Elian Alhadeff.: Reconciling Serious Games Market Size Different Estimates (blog post), Serious games market blog 8 April 2008 Alhadeff 2008

7. Example of facts adoption Forrester's research finds that 10% of North American online adults have played at least one of three types of serious games, and the reviews are generally positive. Forrester research. Generalist analyst of technologies. TJ Keitt 2009: Demand Insights: Serious Games Break Through 11 March 2009 Forrester research TJ Keitt 2009

9. Example of facts Market value Advertising-linked communication titles are playing an increasingly significant role in the ingame advertising market, an industry estimated to be worth 205 million USD in the USA (2008) Market value Source: Nintendo (?) The brain fitness market is currently thriving; in 2007, it generated 227 million USD in the USA alone In the USA alone, advergaming is said to be worth 262 million USD in 2008. Market value Source: IDC At the end of 2007 the serious gaming market was estimated to be worth between 1.5 and 10+ billion USD. This report, that is now freely available (a new report from IDate is available since 2010) appears to be the more valuable information about the serious game market and business so far. J. Alvarez, L. Michaud (2008) Serious Games : Advergaming , edugaming , training and more , IDATE Study 2008 Alvarez & Michaud (2008)

11. Yet there exists fundamental differences Customer : the corporation Customer : the family (mass market) Investments : moderate (services) Investments : huge (products, Distribution channels) Hardware : the laptop Hardware : the console Objective : performance (serious!) Objective : entertainment Serious game Game

19. Conclusion

21. THANK YOU!

22. The illusion of a same market Game market Serious game market Fun Laptops Big money Customers Smaller money Performance Consoles Corporation Serious games market appears to be a market with its specificities, even if some overlaps exist