A5 – Marketing & Educational Gaming Industry

Marketing & Educational Gaming Industry

Marketing & Educational Gaming Industry

8 Minutes pitch from Group A5:By Bally Chohan

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A5 – Marketing & Educational Gaming Industry

IntroductionIntroduction Online Gaming Industry Since 1998 used in the Netherlands Gamercials; playful commercials, brand experience,

product placement. Edugaming; e-learning, interactive infotainment.

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Gamercial exampleGamercial example Phunky Frites Client: Aviko (Dutch producer of potatoes products)

Goal of the game: Jump from product to product and don’t fall in the boiling oil of the deep-fry!

Goal of Aviko: Get people informed of the different products

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Edugaming exampleEdugaming example Living Books Client: Het Woeste Woud (Animation Studio) Partners: KRO (Dutch public broadcasting company),

University of Leiden, Reading foundation.

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Industry FrameworkIndustry Framework

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A5 – Marketing & Educational Gaming Industry

Business ModelsBusiness Models Main actor: MAD Multimedia (Groningen)

developing, producing and distributing interactive online products like educational games, gamercials, virals, animations and interactive videos.

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Business ModelsBusiness Models Actor: Client/Companies Example:

Noordhoff Uitgevers (Biggest educational publisher in the Netherlands)

Vision: Giving schools the freedom to educate in print, digital or a combination; Multi Media Methods.

In collaboration with MAD Multimedia developing gaming engines

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Business ModelsBusiness Models Actor: Advertising companies Example:

Campina (Dutch dairy company) Goal: Stimulate sales of the product Valess Developed in collaboration with MAD Multimedia a viral

gamercial to promote Valess at a target audience.

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Business ModelBusiness Model Actor; Freelancers (Designers, photographers,

musicians) Produce input for the gamercials & Edugames like

graphics, sound effects, background music.

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Busines ModelsBusines Models Actor: Internet users Participation by entertainment/infotainment Potential clients (Gamercials)

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A5 – Marketing & Educational Gaming Industry

Product InnovationsProduct Innovations

Edugaminglearning theories, play a game with nurturing elements, a extrinsic motivation experience (Egenfeldt-Nielsen, 2005), drill-and-practice learning principles, simple game play and the missing physical presence of a teacher.

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A5 – Marketing & Educational Gaming Industry

Product InnovationsProduct Innovations

Gamercialsbrands can position their products and/or services in new interactive way, commercial message embedded in the gameplay, top of mind brand awareness and visibility.

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A5 – Marketing & Educational Gaming Industry

Process Innovations Process Innovations

Dynamic programming languages; Microsoft Silverlight, Java, Shockwave and Flash;

are very rich in a visual and sound-oriented way. Russel Kay defines rich as in "Those applications

offer functionality that goes far beyond mere reading and browsing, and they can be served over the Web"

Development; iterativeand, short development cycle, not depended on operating system

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By Bally Chohan

A5 – Marketing & Educational Gaming Industry

Conclusions (Conceptual)Conclusions (Conceptual)

The creation of an edu-game requires diverse skills (Motley Crew)

Differentiated Products (Infinite variety) Durable products and durable rents (Ars

longa)

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By Bally Chohan