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A5 – Marketing & Educational Gaming Industry
Marketing & Educational Gaming Industry
Marketing & Educational Gaming Industry8 Minutes pitch from Group A5:By Bally chohan Sloane
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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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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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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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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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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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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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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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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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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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