“Innovations in the Global Mobile Edugame Market” By Tyson Greer- Serious Play Conference 2012

Ambient Insight 2012

Innovations in the Global Mobile Edugame Market

Key Findings from Recent Ambient Insight Research

Tyson Greer, Chief Executive Officer

Ambient Insight LLC

Serious Play Conference 2012 August 22, 2012


Introductions

Ambient Insight is an integrity-based market research firm that uses predictive analytics to identify revenue opportunities for suppliers.

Ambient Insight founded in 2004 by Microsoft Training and Certification veterans that built the Microsoft Online Institute (MOLI)

International “boutique” analysis firm specializing in quantitative analysis, learning technology forecasts, M&A analysis, and competitive intelligence

Ambient Insight tracks learning technology buying behavior across the planet. We have buying behavior profiles for 82 countries

Ambient Insight…

Does not evaluate, compare, or rank the effectiveness of learning technology products

Does not endorse or promote companies or products


Agenda

• Introductions & Ambient Insight’s Research Taxonomy

• Key Findings from Ambient Insight Research

• Knowledge-based Learning & Skills-based Learning

• Language Learning

• Location-based Learning & Augmented Reality

• Everybody’s Getting into the Game

• Innovative Revenue & Distribution Models


Ambient Insight’s Learning Technology Research Taxonomy

Have Eight Buyer Segments

From Six Types of Suppliers

That Buy Eight Types of Digital Learning Products

Packaged

Content

Consumer PreK-12 Corporations

- Businesses

Higher

Education Federal

Government

State - Local

Government Associations

& Non-Profits Healthcare

Custom

Content Software as a

Service (SaaS)

Value Added

Services

Installed Tools

& Technology

Learning

Devices

Digital Video,

Text, & Audio

Reference

Self-paced

eLearning

Courseware

Collaboration-

based

Learning

Simulation-

based

Learning

Cognitive

Learning Mobile

Learning

Social

Learning Game-based

Learning

These six supplier types map directly to the six subcategories of learning technology products

Seven International Regions

North

America

South

America Eastern

Europe

Western

Europe Asia Africa

The Middle

East


Key Findings from Ambient Insight

Research


Six Types of Mobile Edugame Learning Products

Knowledge-based games

Skills-based games

Brain trainers and cognitive fitness games

Language learning games

Location-based learning games emerged in 2009

Mobile augmented reality games emerged in 2010

Ambient Insight forecasts revenues for six types of Mobile Edugames:

SuperBetter


Key Findings from Ambient Insight Research - The Market

The growth rate for the Worldwide Game-based Learning market is 15.4%

Revenues will more than double from 2011 to 2016, and are concentrated in China, South Korea, US, and Japan.

Telecoms & NGOs provide Mobile Learning value added services (VAS) to consumers with game-based learning content from third-party suppliers.

Emergence of mobile game-building tools supports growing interest in creating edugames.

Involvement of academic institutions in game-based learning initiatives and entrepreneurial accelerators are catalysts for the edugame market.


Key Findings from Ambient Insight Research The Buyers

• Consumers are the top buyers worldwide of Mobile Learning packaged content.

– Consumer demand for Mo-So and Mo-Lo-So energizes the market for game-based learning content

– Suppliers capitalize on consumers’ interests: early childhood education, tourism, health, fitness and wellness, cognitive fitness, nature, and sustainability

– Consumers buy language learning products

• Museums have new job positions focused on engaging/educating their audiences, and they do it with Mo-Lo-So games

• Emergence of easy-to-use mobile game-building tools supports cultural shift towards using game-creation itself as an educational experience


Knowledge-based & Skills-based Mobile

Games Knowledge is memorizing. A skill is

applying knowledge.


Pharmas Buy Custom Content Services from Suppliers for Patient Education and Product Promotion

InViVo Communications

creates custom games for trade shows and

launch events

International awareness app from Sanofi-

Aventis

Pfizer has released several disease-awareness apps, including the iPhone Les

Meningo game


For Medical Professionals: Reference Content, Exam Prep, and Skill Development

Suppliers create custom content and packaged content for nursing and medical students, and healthcare professionals

Legacy Interactive has partnered with Elsevier (Top Doc, visual diagnosis iPhone quiz) and Pearson (virtual

world games, quizzes, and tips)

Bennoit Essiambre

(Speed Anatomy)

Epocrates


For “Expert Patients”: Who Want Answers and to Play an Active Role in Their Wellness

HealthTap received $11.5 million in 2012 “to gamify the process of doctors answering health questions.” Docs earn

reputation points.”

Men’s Health made nutrition advice palatable.


Trends: Escalating Enthusiasm for Fitness

The Affordable Care Act includes $10 billion for disease prevention and health promotion over the next 5 years. Health games are a tool.

Suppliers tout cognitive fitness games “backed by science” Leading suppliers in the brain fitness industry are: Posit Science, Dakim, CogniFit, Scientific Learning, Lumos Labs, and Vivity Labs.

InViVo


Gesture-based Learning Can Turn Ordinary Learning Experiences into Extra-ordinary Immersive Education

Topics cover alcohol consumption, allergies, anatomy, asthma, brain fitness, cardiovascular health, cognition,

dental health, diabetes, emergency response, environmental risk, exercise and fitness, eye health, food

and nutrition, pet care, obesity and weight loss, pain, smoking cessation, substance abuse, and safety

Humana “Dance Town”

Namco Bandai Games’ “Body and Brain Connection” for Kinect


Edugame Market for PreK-12 Learning is Expanding Rapidly

Fingerprint’s Whole Wide World game

Nat Geo Wild TV for Kinect

PiMZ’s Letter School

Pokemon Typing Adventure


Moving Edugames from Euphoria (Sensory Stimulation) to Eureka (Intellectual Discovery)

October 2011, Google Ventures and 500 Startups awarded Stickery $350K in seed funding. Stickery aims to change the model of learning-game-apps-as-babysitter to increasing parental involvement in the kids’ learning experience via personal metrics data.

Stickery’s Mermaid Waters math game

iPhone App Store stats: #1 in iPhone Education. Top in-app purchases.


Language Learning Mobile Games

Parlez-vous Anglais?

Ambient Insight 2012 Mind Snacks teaches vocabulary

Top Selling Apps Across the Planet are Edugames for Young Children & Language Learning Apps

Little Pim, a Chinese language

learning game from PBS Kids

The top buying country in the world for Digital English Language Learning products is. . . The United States.

ASL Spelling Game


Two Global Market Trends Converge and Boost Sales of Language Learning Edugames

• Soletrando (Brazil ): based on a game show, to improve Portuguese spelling from Vivo (telecom), Oglobo (newspaper), and La Mark

• BBC Janala (India): mobile subscription, TV drama, and game show for 2 cents/per 3 minutes from English in Action, BBC

• English Bean (Indonesia): web and mobile content includes Facebook games to learn English from SK Telecom

Telecoms, nonprofits, and third party suppliers are delivering Value Added

Services (VAS) directly to consumers.

Market is expanding rapidly for digital Language Learning products,

particularly English fluency and literacy.


Location-based Mobile Learning Games

Mobile-Local-Social

“Mo-Lo-So”


Location-based Learning is based on location-based

services (LBS) technology. It is a type of knowledge

transfer enabled by wirelessly-networked

interfaces and sensors responding to the actions

of a user at a specific location in space and time

to create a situated learning experience…

Definitions from Ambient Insight’s Research Taxonomy

Augmented Reality utilizes computer-generated images, schematics, audio,

multimedia, historical context, location data,

and other forms of content overlaid on real-world objects that are manipulated by users

holding a mobile phone or wearing head-

mounted display devices.

Ambient Insight's Research Taxonomy

http://www.ambientinsight.com/Resources/Documents/AmbientInsight_Learning_Technology_Taxonomy.pdf


Mobile Location-based Learning: The Shift from Distance Learning to Proximity Learning

Location-based

Learning Triggers

Location-based

Learning Objects

Proximity Perimeter (Geofence)

Physical Presence:

Location in Space and

Time

LBL Markers

LBL Anchors

One of the interesting innovations in Location-based Learning is the inclusion of the dimension of time as well as space.


Blended Product Types: Location-based Learning + Mobile Augmented Reality Learning Edugames

iTunes Review: “Had lots of fun playing this with my little one. Just spread the numbers out in a few rooms and watch them run like crazy.”

November 2011, PBS Kids releases multiplayer Fetch! Lunch Rush mobile edugame:

“Teaches basic math skills by challenging players to fill a film crew’s sushi orders.”

Player with the fastest time wins.

“Room to run” is in the list of requirements.


Tourist Get to Know Cities They Visit With Augmented Reality, They Can Go Back in Time

La Mosca developed the 1ST urban mystery-adventure, hyper-local GPS learning games.

Augmented Reality games

let tourists view a city “Then”

and “Now.”

7th Floor Media “Vancouver” AR


Augmented Reality Enables “Place-based Learning” and “Time-based Learning”

bigBigBang - Historic Market St. in San

Francisco uses archival film footage from

1906 (before the earthquake and fire that

same year.)

Full disclosure: not really a game. Museum of London - StreetMuseum


The Gallery Tag Game at the Brooklyn Museum is a Mo-Lo-So Interactive Scavenger Hunt

All the tags go into the online collection, bridging virtual and physical worlds.


Hyper-local Edugames Use Mobile Mystery or Adventure Stories to Engage Users with Their Surroundings

Clients for Urban Interactive’s reality

“Amazing Race”-style urban mission

augmented reality adventures include:

corporations, government, higher ed,

nonprofits, and consumers.

Mentira is a mobile location-

based, language learning,

mobile mystery game from

the University of New Mexico


Game-based Learning on Location Challenges Users To Compete Virtually or Locally

The North American growth rate for mobile location-based edugames is a breathtaking 77.2% and revenues

will reach $25.1 million by 2016.

Parks Canada Humana’s Horsepower Challenge


Fitness Buffs Take Their Exercise on the Road, Virtually

Bit Gym’s “Virtual Active” for iPads fits on cardio equipment for a solo fitness adventure

Collaborate with friends to summit the world’s highest peak or hike the Inca Trail… at your bus stop, at your desk, in your backyard. Bonnier R&D & Ammunition


Everybody Is Getting into the Game

Easy-to-use tools enable the “Creator Economy” to flourish


Trend: Becoming Creators Rather than Consumers User-generated Content and User-Generated Games

The US military agency DARPA invited anyone to play their mobile “disaster” game CLIQRQest and learned how people could use social media to organize and coordinate resources.

GPS Mission worldwide game platform by Orbster GmbH enables users to create their own mission game around their location.

GameSalad raised $6 million in 2011 and created their “drag and drop” game development tool “to make everyone a game developer.”


Innovative Revenue and Distribution Models

New Opportunities

New Challenges


The Rapid Rise of Mobile Learning Value Added Services (VAS) Creates New Opportunities for Edugames

In 2010, Ambient Insight identified a

new type of product: Mobile

Learning VAS, which are coming on

the market at a rapid pace across

the globe, particularly in developing

countries.

Nigeria – MNT Education Bundle: Consumers can purchase a netbook or laptop bundled with English, math, and science edugames; Encyclopedia Britannica; learning tools, & access to educational content.


2008-2011 Explosion of Mobile Learning Value Added Services (VAS) Products

0

10

20

30

40

50

60

70

80

90

100

2008 2009 2010 2011

Mobile Learning VAS Products

On average, 5-6 new Mobile Learning VAS products are launched every month. Most of them are sprouting up in developing economies. This has

major implications for the Mobile Learning industry. Suppliers in developing countries are now driving the innovation in Mobile Learning.


Innovative Revenue and Distribution Options

Revenue Models:

Sponsorships nonprofits & commercial

Advertising

Subscription services

Micropayments for virtual items

In-app purchases

Free, lite, and premium

Distribution Channels:

Trend to digitization is worldwide

Amazon Appstore adds in-app purchasing (2012)

Submit products to commercial digital libraries adding mobile content, e.g. OverDrive

Partner with home school suppliers, device suppliers, publishers, and carriers

Dozens of specialty app stores across the planet

The price of mobile apps is dropping.

The revenues are rising.


Q & A

Ambient Insight’s Free Resource Library at:

http://www.ambientinsight.com/News/PublishedContent.aspx

[email protected]

http://www.ambientinsight.com/News/PublishedContent.aspx

mailto:[email protected]