The document discusses the development of playful educational platforms aimed at improving student engagement and learning experiences in Brazil, highlighting the importance of innovative pedagogy and gamification. It details the launch and evolution of the OJE platform, its impact on educational practices, and the challenges in current learning environments. The text also underscores the significance of collaborations and market potential in shaping the future of education through technology.

1. Solutions in playful educational technologies for the
creation of learning environments based on
dialogue and fun

2. Summary of the
Opportunity
2
Conception, development and operation of playful educational platforms;
OJE Teen, OJE Basics, Plinks, Teacher-Author;
Pedagogical innovation, Learning Gamification, educational IntelligenceSchool engagement and mobilization, Social relevant
impact
Fred Vasconcelos: Joy Street CEO, pioneer in the digital games for corporate education industry in Brazil, ABRAGAMES
Vice-president;
Luciano Meira: Joy Street Innovation Coordinator, Associate Professor at UFPE, Ph.D. in Mathematical Education, 30 years
of research in learning and school education;
Diego Garcez: Joy Street Business Director, experienced in business and educational enterprising.
- In 2010, theworld market moved US$ 1,5tri, should double before 2020 (Brasscom);
- Brazil, 8º world market (in 10 years, 4º), brought in US$ 85bi in 2010, 4% of theGDP (Brasscom);
- Brazil, software and services sector brought in US$ 22,4bi in 2010 (Brasscom).
Company
Products
Advantages
Team
Market

3. 3
Timeline
20
10
20
09
20
08
20
1 1
20
12
20
13
20
14
2007 consortium
formation at Porto
Digital for the
conception
of educational
platform
version 1.0
technological
development of the
OJE platform
OJE implementation
in 20 schools in
Pernambuco
first sales OJE:
1.100 schools in
Pernambuco and 20
in Rio de Janeiro
creation of
Joy Street S/A
OJE large-scale
operation,
version 2.0
creation and
operation of the
Teacher-Author
Competition
partnership with the
third sector
IAS
Instituto Natura
Fund. Telefonica
Saraiva
IAB
Natura
offer for the
development of
services for third
parties
structuring of
OJE
commercial
channels
joint venture
negotiation on
third party
platforms
planning for
entry on B2C
markets

4. Changes in education will not come with the introduction of computers into old teaching practices and anachronistic
social arrangements of the classroom. Engaging students with their studies and improving their performance requires
innovative pedagogy and new technological approaches.
5
The problem

5. 6
In Brazil, out of all students who start Elementary School
Learning became a tiresome
and uninteresting activity.
Learning processes are still a far cry from
digital culture and youngsters’ new
languages.
We need to create new ways of triggering
dialogue, fun, knowledge and friendship
in learning environments.
only 41%
finish it
27% finish
Secondary School
only 14%
finish higher
education
10% present
desired competencies
in mathematics
41% 27% 14% 10%

6. 7
Innovation and Technology
Mechanics of well-established games, with
proven engaging efficacy, themed with academic competencies
and content.
Fun
Collaboration in students’ social network, engaging ally-
teachers and creation of original learning material.
Dialogue
Gamification of learning through tournaments, missions and
challenges in the guise of casual games and quizzes.
Challenge
Plot that lends purpose and meaning to learning.
Narrative
Accumulated effect of the articulation of digital objects, with
practice for the personalization of the learning route and
monitoring of users’ actions.
Adventure

7. 8
Products

8. 9
OJE is a big adventure in which students
face CHALLENGES that improve their
performance and commitment in school
Minigames
Digital games themed with curiculum content, that
use the fun and engaging mechanics of classic
videogames
Textual challenges that use Wikipedia to
stimulate reading and competent information
pursuit.
Original questions inspired by the matrix of
competencies of the Exame Nacional do
Ensino Médio (ENEM) [the national
comprehensive testing system].
Enigmas OJE Links

9. 10
The Olympics
Qualified visits to the schools, focusing
on enrolment and effective commitment
of students, teachers and managers to
OJE.
Operation and Mobilisation
Monitoring student actions on the platform
and in situ research focused on constantly
improving user experience and on impact
assessment of OJE in the school life of
students and teachers.
Monitoring Actions
Organising and conducting live events,
including the grand final with distribution
of prizes to the winning teams.
Events

10. 1
1
PLINKS is a playful learning platform that involves students and
teachers in the transition from Elementary School I to Elementary
School II

11. 1
2
Objective Designed to develop literacy and numbering skills and abilities of students from the 4th to the 7th
year of Elementary School.
Enigmas Bookgame Plinkspath
Partners

12. 1
3
The Authorship Competitions aim to
encourage the professional development of
teachers, by encouraging the production of
multimedia courseware.

13. 1
4
The Competition
topics from the curriculum of elementary
and secondary education.
Content
Online platform to manage the
content submission and selection
process.
Online
Editorial curation methodology
and evaluation of submitted
content.
Assessment

14. 1
5
Mobile Educational
Apps
Store focused on solving complex problems for the development of specific skills and learning content of the
Elementary School curriculum, using own innovative pedagogical architecture: the Bit Pedagogy.
The apps have two important features:
Usage of smartphone sensors and other built-in equipment, such as microphone, camera,
accelerometer, barometer, GPS, etc;
Proximity to familiar and pre-existing products, such as weather and group chat apps.
Our vision allows room for physical products in the form of analog (such as board games and collectibles)
and digital artefacts specific to the Internet of Things (in the guise of wearables).

15. 1
6
Mobile Educational
Apps
Users can be geolocated through app usage and then create
Learning Condos: face-to-face meetings of learners for the
collaborative resolution of problems / challenges posed in the
store.
In the future, we can certify tutors that support the Learning Condo
studies in situ, creating the Joy School.
Human Tutors
Support
Collaborative resolution
of problems
Geolocated
Users
Apps

16. 1
7
Automatic Monitoring
Automatic monitoring of student and teacher activities provides public managers with relevant information about the commitment to and
performance of the network. Excellent tool for data analysis due to the high correlation between the iOJE index and schools’ results in
IDEB.

17. 1
8
Benefits
The Olympics encourage the use of
the school lab.
The Olympics encourage the student to
study.
The Olympics is being used in
the classroom.
33% started using
more the computer
lab at school
32% claim to be doing more
research for school content
in books and the internet
65% declare to
strive more in
school activities
60% use the content
of our enigmas in
the classroom
33% 32% 65% 60%

18. ••••••
1
9
Economics of the business: OJE and beyond
Activation
• Gamified challenges
• Collaboration with colleagues
• Integration with teachers
Acquisition
Contracts with big networks
Specialized media
Presence in events
Directed lectures
Integrated Social Networks
Innovation Awards
••••••
Retention
Periodic tournaments
Annual competition
Gamified learning
Network membership
Awards
Local educational service
Monetization
• B2G through sales associates channels:
license sale + custom operation
• Partnership with the third sector:
Investment in state assets towards the
building of an audience
• Platform Development for third parties:
Revenue share
• Innovative product for B2C market
Traction

19. 20
Market
The market in which Joy Street operates is characterised by the
convergence of other historically well demarcated markets.
The first of these markets is textbooks, which moved, in Brazil, around
R$2.6 billion in 2011.
The second market is the Open & Distance Learning (ODL), with a R$ 2.2
billion turnover in 2010.
The third market, digital games, hit revenues of approximately R$ 5.2 billion
reais and 73 million daily hours of commitment in 2012.
The fourth market, education systems, includes courseware content, online
tools for teaching and school management and administration, among other
things. Data shows revenues of approximately R$ 1.2 billion in 2011.
11,2B
i
2.2Bi2.6Bi
1.2B
i
5.2Bi
ODLTextbooks
Learning
Systems
Digital
Games

20. 2
1
Partners and Clients

21. 22
Value curve
Mobile
presence
Managerial
content
Alignment
with curriculum
Educational
intelligence
Mobilisation and
commitment
Pedagogical
innovation
Playfulness and
Gamification
Joy Street
Gamified Platforms (Geek)
Video-lesson channels (Khan)
Educational Apps (Duolingo)

22. 23
Ecosystem
Joy Street Innovation Coordinator, Associate
Professor at UFPE, Ph.D. in Mathematical
Education, 30 years of research in learning and
school education;
Joy Street CEO, pioneer in the digital games for
corporate education industry in Brazil,
ABRAGAMES Vice-president;
Joy Street Business Director, experienced in
business and educational enterprising;
Associate Joy Street Researcher and
Associate Professor at UFPE. Ph.D. in
Computer Science;
Joy Street Advisor and Tenured
Professor at UFPE;
Joy Street Advisor and Associate
Professor at UFPE. C.E.S.A.R.
Superintendent;
Joy Street Advisor and Senior
Strategist at Porto Marinho.
The team is composed of experts in Education, Design, Game Design, Art,
Communication and Computing. In total, there are 30 direct employees, of whom
about 30% are either Ph. D.’s or have a master’s degree. During the operation of
specific projects, the number of employees can reach 90, as seen in some versions
of Authoring Competitions.
Luciano Meira Fred Vasconcelos Diego Garcez
André Neves Silvio Meira Sérgio Cavalcante Claudio Marinho

23. 24
Awards
Advantages
- resident team of educators, with direct participation in all creation processes
- own design thinking method for education
- association with abragames – Brazilian association of electronic games’ developers
- company accelerated by endeavor and artemisia
- significant presence in the digital port/PE ecosystem
- educational innovation case indicated by OEI (Organization of Ibero-American States)
and UKTI (united kingdom trade & investiment)

24. CEO
fredvasconcelos@joystreet.com.br
Innovation Coordinator
luciano@meira.com
Business Director
diegogarcez@joystreet.com.br
Luciano Meira Fred Vasconcelos Diego Garcez
Rua da Guia, nº 142 - Sala 108 - Bairro do Recife, Recife, PE - 50030-200
55 81 3224.0234 | 55 81 3224.0548
contato@joystreet.com.br