The document discusses the increasing interest in serious games for corporate learning and development, emphasizing their role in providing engaging, cost-effective, and flexible training solutions. It highlights the advantages of using games to foster higher-order thinking skills, promote real-world problem-solving, and enhance employee engagement across various industries. The document also notes potential market growth and diversification in training models while addressing existing challenges such as conservative market adoption and the complexity of developing effective serious games.

1. Corporate Learning GamesSerious game development in adult learning & development – going from potentially big to really big.Kevin CortiCEO, PIXELearningSaturday 3rd October 2009

2. Who am I to talk?CEO, co-founder, PIXELearningBackground includes Mech Eng, Disaster Management & eLearningCo-founded PIXELearning in 2002, custom development studio (transitioning to content/product company)Primary area - corporate L&DSecondary areas – business education / marketingDeveloped some tech (LearningBeans)Based at Coventry University Serious Games InstituteSGI / AWM / DTG / Serious About Games / IDM etc

3. “Serious” Games? What the @%$#? “The use of games or gaming dynamics not simply to entertain the player, but rather to inspire a particular action, effect some type of attitudinal/behavioral change, or instill a particular lesson in the service of an organizational goal”.“It’s Time To Take Games Seriously”Forrester report (TJ Keitt and Paul Jackson), August 19, 2008

4. Business educationSupply & demandInventory managementPricing strategyRisk v rewardProfit & lossSeasonal factors on demand

5. ManagementUnderstanding dataAnalytical thinkingStrategic planningTacticsPerformance improvementTeam-building

6. EntrepreneurshipNew product developmentFinancing a businessDeveloping marketsHiring key staffFinancial managementAchieving sustainability

7. Civic planningZoningEmergency planningManaging utilitiesCrime preventionFiscal managementEnvironmental management

8. You Play World of Warcraft? You're Hired! http://www.wired.com/wired/archive/14.04/learn.htmlLeadershipRecruitmentCoaching / mentoringDivision of labourWorking as (remote) teamsEffective communicationDispute resolution

9. Serious Games Taxonomy (Sawyer & Smith)http://www.dmill.com/presentations/serious-games-taxonomy-2008.pdf

10. Reasons why companies are getting excited....To make adult learning & development…..CheaperFasterBetter

11. What is driving interest?Class-based (F2F) training is expensiveLogistically challenging to deliver F2FF2F delivers variable (unpredictable) quality/resultseLearning very cheap but ‘shallow learning’How truly engage? >> drive participation?How deliver effective learning opportunities to large, geographically dispersed, audiences x-demographics?How cut costs AND improve results (inc sales, reduced errors, be compliant etc)

12. Games allow people to practiceLearning games allow people to experience a scenario or situation in a safe, realistic manner.Putting theory into practice.Builds on theory and post-reflection (blend)PRACTICE“Game the skill”TheoryReflection

13. Games are complexLearning games focus on higher-order thinking skills.“Do it right whilst under pressure” - lots of different information, competing demands.Focus on strategy and decision-making, for example, not just memorizing facts!Higher-order thinking skillsComplexCognitiveactivityInformationdissemination

14. Virtual experience is cheaperLearning games allow users to acquire ‘virtual experience’.“Screw up in-game…not on the job”.They can then apply this to the real world – transferable learning!“VIRTUAL EXPERIENCE”Virtual experienceReal world application

15. Adults like to solve problemsLearning by doing!Adults like problem-based learning, challenges and clear relevance to work or personal needs.Learning games are based on their job role and/or work environment.ADULT LEARNINGProblem-basedLearning (goals, tasks)

16. Games are engagingLearning games positively encourage user participation.Moving from “fill the vessel” with facts to….…empower the user to make decisions and experience meaningful consequences.Learner-centric experiences!ENGAGEMENTPassivereceptionActive engagement

17. Competition & collaborationMultiplayer allows learners to collaborate and compete.Makes experience very life-like, challenging and engaging.Peer support + learn from others.MULTIPLAYERAdded realismCollaborationPeer reviewGroup support

18. Sounds a bit dullErm, so…no aliens then?NO FUN- By order of the corporation

19. Our Worlds of Makrini – a.k.a. The Diversity & Inclusion GamePIXELearning & Global Lead LLC

20. Reasons to get excitedNew (less volatile) marketsMuch lower cost of entry Reuse existing technology & IPDifferent business modelsAnnual recurring revenue streams Strong margin potentialStrong growth potential

21. What is the opportunity?CAUTIONHandle with care!Global ‘education’ market = US$2 trillionUS training market = US$130bn (employs 500,000 people)UK training market = US$30bnIndian training market = US$1.6bn (25% annual growth)Global eLearning market = US$50bnSerious Games market = US$1bn to US$9bn Eliane Alhadeff (Future Making Serious Games blog)http://elianealhadeff.blogspot.com/2008/04/reconciling-serious-games-market-size.html

22. Business modelsWork for hire – custom developmentContent product provider (direct or indirect)Subscription-based models (PAYG, site license etc)Technology provider, direct or indirect (e.g. authoring tools, game engines)‘Pure’ consultancy (pre-sales, concept development, project management)Free content, charged-for services (training, support, consultancy etc)

23. Who is doing what?People from the games industry – E.g. Virtual Heros, Blitz & Noah FalsteinPeople from the web/multimedia industry – E.g. DESQPeople from the learning & development industryVirtual worlds – Forterra, 2nd Life etcTraditional modelling/simulation – G2G3, BTS (Visual Purple)Marketing agencies

24. What are they doing?InductionChange managementSales trainingProject managementCustomer serviceChannel supportLeadership developmentDealing with difficult peopleAppraisalsB2C promotionsDiversity & inclusionAudit intern trainingIT systems familiarizationUnderstanding marketingUnderstanding financePitching to investorsInternational tradeEntrepreneurshipEnergy wise ITCall centre trainingIT security for SMEsBusiness studiesCitizenshipFinancial complianceProtecting IPCorporate Social Responsibility

25. Where are they doing it?SGI(Cov)#2 UK#1 N. America#3 W. EuropeGfLI(NYC)SGDI(CA)#4 SE Asia

26. Who are they doing it for?HiltonBest BuyCoca ColaOrangeVodaphoneBritish TelecomBelgacomComcastNokiaVolvo3MShellBPBNP ParibasFifth Third BankVISAL’OrealHPCiscoIBMRaytheonNorthrupGrunmanKPMGPWC

27. What are the business/project goals?One word (or short) answers only - what is the most important benefit/feature/'thing' your clients want right now from a serious game project or product?

28. Flexibility, low cost, & improved training..the answer is clear: employee engagement. Real measurable business benefits!!!!! Demonstrable business benefits at a keen cost.... Clear understanding of and support through processAlready exists (off the shelf product)? Proof that the investment is justifiedBasically learning-by-doing with highly engaging experiences.Definable Return On Investment - Predictable delivery and acceptable cost of custom solutions. Must clearly target a business needIn one word: Outcomes. Accelerated and lasting change in attitudes Easily modifiable and interoperable -learning environments.

29. What kind of technical approaches?Game industry technology & game craft (HL2, CryEngine, Neverwinter Nights etc)Specialised technologies with instructional purposes (e.g. Caspian, DISTIL)Casual/web games (e.g. Wild Tangent, Virtools & Flash)Virtual World tech (e.g. 2nd Life & |Forterra Olive)Standard Windows custom creation (C#, Java etc)eLearning tech (browser-based; AJAX, Flash)Multimedia (e.g. Director)Games consoles (mods through to 100% custom)Mobile phones / PDAs / iPhonesA NICHEFor everyone

30. VISA – Financial SoccerFinancial Soccer is a fast-paced, multiple-choice question game, testing players’ knowledge of financial management skills as they advance down field, and try to score goals. Educators are encouraged to review and download the curriculum for students, before actual game play.

31. CISCO – Binary Game“Come play the game enjoyed by hundreds of thousands of people all over the world. This game is posted on dozens of game sites and played in more than 125 countries”. “The game is not only fun, but it is considered by many to be the best way to learn how to use the binary number system.”http://forums.cisco.com/CertCom/game/binary_game.swf

32. CISCO Mind Share“Learn all about networking whilst you play!”

33. BNP ParibasA space/sci-fi themed sim to teach basic banking services awareness & promote the bank’s brand for recruitment purposes.Built by KTM Advance (FR) - http://starbankthegame.bnpparibas.com

34. audit trainingMeasured productivity improvement > $13mASTD 2008Excellence in Practice Award WinnerDelivering productivity gains: (“gaming the skill”)Technical audit training

35. US audience (approx 1,000/yr)

36. 1:3 the simulation:instructor blend

37. Desire to ‘do’ rather than ‘learn about’

38. Assessed to Kirkpatrick L4 / Phillips ROIThe KPMG simulation enables learners to:Practice both technical & soft (client-facing) skillsExperience accurately recreated audit processesUnderstand real world cause & effect

39. diversity trainingDelivering effective learning to all staff: (where eLearning could not)Almost compliance (major cost of failure)

40. F2F costs impossible

41. Very sensitive subject (diversity)

42. Staff apathy / reluctanceMakrini (the diversity game) is:Easily accessed (web-based )Engaging & rewarding (people will use it)Very practical (recognisable tasks)

43. Drivers / ROI / MetricsHelping to manage change: (show WHY not just HOW)Major SAP rollout

44. Major process streamline/change

45. Global workforce to communicate with

46. Staff resistance/inertiaPET (the Process Education Tool):Easily accessed (through LMS)Accurately mapped internal processesDemonstrated business cause & effect

47. IT security gamesDeliver mix of business and technology courses

48. Traditionally F2F in EMEA and AsiaPac

49. Through training partners

50. HP MEAI limited by time & resources

51. Audiences limited by time, travel etcCaspian Learning & Thinking Worlds3D Serious Game engine & authoring tools (aimed at learning designers)

52. Daesign (FR)Simple, branching tree scenarios – cartoon style, pre-canned animations depicting business situations for role playing

53. Foreterra (US)Virtual World technology (from There.com) used to allow real time, multiplayer role play in 3D environments

54. Gamelearn - Merchants2D/Cartoon style, easy to use game set in historical setting (Venice, 15th century) to train users in sales/negotiation skills

55. IBM – Innov8/Innov8 2.03D and browser-based 2D – raise awareness of and provide skills training around Operations Management / Business Process Management.

56. Playgen (UK)Browser-based 2D/3D mix (Flash) – Anti-money laundering training game

57. RajSim (Holland)Project management training – fictional scenario about construction/management of world’s largest shark aquarium in China)

58. TPLD (Scotland)Infiniteams – team building / dynamics using 2D isometric style (browser based / Java)The Winning Game – arcade style game, based around proven research into sports science