The document discusses best practices for creating educational games and content for teens based on lessons learned from Channel 4 Education's PS games program in the UK. The key points are: 1. Understand the target audience - teens aged 14-19. Know where they spend time online and what their interests are. 2. Define success metrics such as lower costs, higher reach than TV, and positive feedback from educators. 3. Research from the game "Super Me" found that it effectively taught teens about resilience and happiness based on user feedback. 4. Other lessons include using quality creative teams, spending adequately on production, launching and improving games based on data, and allocating a marketing budget.

1. 10 lessons, from 10 games, for teens

4. #1: Know the audience

5. (Socnets higher for older teens)

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. What are their tastes?

8. UK’s TV watching habits: Generic TV-is-on pattern

9. Hours per week of trad TV: Hrs per week Adults 55+ Individuals Adults 25-34 Adults 16-24 Under 16s

10. O New media is additional or synch use.

13. #2: Identify success metrics

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

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". (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

20. Global audience, constant flow

21. #3: Use the best creatives you can find

22. #4: Spend for quality

25. #5: Watch for ambition > funds/ability

26. #6: Use video/audio for human stories

29. #7: Use valued, familiar faces for attn

32. #8: Easy to grok = more traffic.

35. Comparatives

36. Quantifying progress Source: SuperMe research, Dubit. 494 14-19 year old users interviewed between 6 th – 24 th August 2010

37. #10: Have $$/time for marketing…