The document proposes a full-scale gamified language learning game/service as a solution to low motivation and outdated learning techniques in existing online language courses. It would immerse users in a virtual language environment like New York City, having them complete practical tasks instead of drills or exercises to study English. The business model would be free-to-play with in-game monetization to acquire the large target market of over 1 billion current and projected English language learners.

1. Full scale game for studying foreign languages

2. Problem
• The number of people studying English is over 1 billion
• By 2020 the number of people studying English will exceed 2 billion
British Council (2012)
2 billion
1 billion
However, except the countries where English is the official
language, the effectiveness of studying English is
below 10%.
Exploredia.com (2011)

3. Problem
The number of users of the top 4 world leading online language learning services
almost tripled from 27,5 million in 2011 to 72 million in 2013
Services data (2013)
2011 - 27,5 mln. 2013 – 72 mln.
However, the average number of people who complete
online courses is below 7%
timeshighereducation.co.uk (2013)

4. What is the reason?
Low motivation:
• services almost completely rely on the internal
motivation of their users
Outdated learning techniques:
• most of the techniques are inherited from
textbooks and courses created in the past century

5. Solution
Complete gamification:
• full, high quality gamification of all
stages of the learning process
New learning techniques:
• immersion into the language environment
• no dry drills or exercises
• stress on long-term memory

6. - the first completely gamified language service
No drills or exercises
No video and audio classes
No dictionaries or forums
It is just one big top quality game with immersion into
the English language environment

7. - the first completely gamified language service
The user creates a hero and goes to virtual New York
to study English there

8. - the first completely gamified language service
In the game on comes across real, practical situations,
such as ordering food on the airplane.

9. - the first completely gamified language service
User travels from point A to point B in the city

10. - the first completely gamified language service
One has to enter the store and buy something, same
as in real life

11. - the first completely gamified language service
Users do not memorize other people’s dialogs; users
use dialogs as a tool to solve their in-game problems

12. Business model
1. Full scale gamification:
• increases engagement and motivation of users
• decreases users outflow
• new learning techniques
2. Free-to-play monetization (free content):
• maximum size of the user base
• low average cost to acquire a new user
• advantage over competitors
3. Scalability:
• HTML5 provides cross-platforming
• quick creation of new language units

13. Market: Demand and Trends
Global language industry - $82.6 billion
• English language learning market - $35.9 billion
• Other languages - $22.3 billion
• Online English learning - $1.31 billion (or 3.7% of total)
• The online English learning sector is expected almost to double by 2016 to $2.5
billion
$1,31Bn Ambient Insight (2011)
$34,6Bn
$24,4Bn
$22,3Bn
$82,6Bn
Global language industry

14. GAMIFICATION
application
class
Subscription Freemium Free to play
MONETIZATION
textbook
service 2011 2013
0.5 7
3 35
9 15
15 >15
total: 27,5 >72
!!!
was downloaded over
25 million times
Competition
# of users, in millions