© Game for Learning

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We are . . .

© Game for Learning

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Background Game for Learning designs and builds interactive, targeted

on-line and experiential games for learning, marketing,

product, brand promotion and marketing communications.

Officially established by the directors of Finance Media in

2007, Game for Learning is a small group of experienced

individuals drawn from diverse backgrounds including

financial services, technology, media design and

entertainment, together bringing over 30 years of learning

and visual communication, design, system design, and

games experience.

• we design engaging solutions for companies to

promote, amuse and communicate ideas to their

customers or employees

• through compelling “user-centric” experiences we

fulfil the subtle aggregation of user/player

information and user metrics

• we develop unique experiential games for learning,

education and enjoyment

We deliver games based on innovative and forward-looking

ideas. We regard engaged, open and creative thinking as

essential to the delivery of targeted customer-centric

solutions focused on combined user and business

relationships, so our digital game solutions are designed for

improved marketing and learning whether local or global.

For the participants or players, we aim to make the process

and experience of playing engaging, entertaining, fun,

rewarding and memorable. The games we create always

have learning elements, however broad, so we make them

both edifying and worthwhile to play. Our off-line games are

sociable and therefore offer other useful learning

experiences.

For clients we aim to provide marketing, learning and

“edutainment” solutions that are unique, integrated,

measurable and data acquisition focused.

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We help to match our clients’ requirements and objectives

through the process of co-operative and innovative thinking.

Through discussion and listening we understand and “learn”

our clients’ businesses and needs, in order to develop and

deliver high value, well supported solutions.

We have on-going partner-focused relationships with our

clients. We are also committed to good corporate

citizenship, and giving back to the community.

We

are

Game

for

Learning . . .

Are You?

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Principals

Graham Clark Founder and Managing Director

Graham's career spans more than twenty years. Originally,

he worked in the financial services industry in investment

banking and institutional sales with a number of global City

institutions including Citicorp, Scrimgeour Vickers, e-

signal/Futursource and AP Dow Jones Telerate.

In 1995, he established PC Quote Europe, the European

arm of NASDAQ-listed PC Quote Inc, a financial market

data provider recognised as one of the early and leading

entrants in providing and developing online financial

websites.

Four years later in 1999, he launched Finance Media, a web

technology company. The company originally developed,

designed and produced the first ever on-line stock trading

game, 'The Great Game' which is still running today.

The company was responsible for building and running a

number of financial websites, including the widely admired

PLUS Markets Group (formerly OFEX) who have been

clients since 1999 and the new Turquoise Trading website.

Under Graham's management, the company has also

designed and run on-line and off-line games for Royal &

Sun Alliance, Morgan Stanley, Dresdner Bank, E-financial

Careers, M6 TV and Comdirect as well as a number of

universities, schools and colleges in the UK and

internationally.

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Sarah Reed Creative Director

Sarah has over thirty years’ experience of design team

project development and management, in marketing

communications for national and global organisations in film,

events, and branding.

After selling, in 1985, the AV production company she set

up eight years earlier to the Saatchi Group, she spent seven

years as creative director at video production company

Triangle Two, producing a number of award-winning

marketing and documentary programmes in Britain and

Europe.

Known for her innovative creative thinking, since 1994, she

has worked on a wide range of marketing communications

for Orange plc over four years; film projects for British

Airways, an award-winning European motor show

experience for Opel GM, an award-winning 140-screen

experiential brand experience for Mercedes Benz, TV and

cinema commercials for Virgin Radio, and the renaming and

branding of the City investment bank, NUMIS Securities.

For the last three years, she has been responsible for

renaming and re-branding of the City market PLUS Markets

Group, and more recently, all their advertising as well.

During this time, she has also been developing an

intergenerational activity, Many Happy Returns which was

successfully launched in 2008.

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Case Studies

The Property Game - 2008 Game for Learning have developed an innovative and

fun to play on-line property game to teach players

about property investment. The game is currently

being rolled out with a number of partners

Called ‘The Property Game’ it is a short 5 minute

browser based game that is fun, compelling and

educational. The game presents a 3d rendered

visualisation of the UK and using a virtual fund players

can buy and sell property to build their portfolio.

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Case Studies

Morgan Stanley - 2007 Based around ‘Hunch’ we created a new experiential trading

game for Morgan Stanley.

The games aim was to offer players an interactive

experience of a typical trading floor environment while also

providing an intense and personal experience by presenting

key elements of a career in investment banking in a game

play environment.

Results The Morgan Stanley trading game forms a key element to

the company’s regular graduate recruitment road shows and

is also used in new recruit induction programmes.

Being easy to run and administer, while being complex,

challenging and exciting to play – the game has provided a

complete and memorable experience for both players and

the company alike.

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Case Studies

Hunch - 2006 In 2006, we created an “experiential” stock trading game

called 'Hunch’ which was the first of its type in this field.

Hunch as been principally developed for investment banks

to broadly demonstrate life on a trading floor and to help

talent-spot the potential skill bases of new interns – for

example, those with leadership, and well-developed

numeracy and team playing skills, and then help them

develop these skills by observing their performance and

behaviours.

Hunch gives players a feel of the experience of being in a

social pressure-pot environment like a trading floor while

also providing an intense and personal experience for the

participants.

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Case Studies

Dresdner Kleinwort Wasserstein

In 2003, we created the award-winning DrKW Webtrader, an

online stock trading game developed for the investment

bank specifically for university students in the UK and

across the world.

The project objectives

Initially, the objective was to find students with a trading

aptitude, but so successful was it that it became a marketing

tool for the bank to differentiate its offering on the University

“milk round”. The brief specified the need for it to be youthful

while business-like, and we worked with their designers to

deliver and fit the existing brand. As client Terrence Perrin

said, “we felt this would be an innovative way to encourage

students, perhaps with little or no knowledge of financial

markets to develop a taste for what is involved in a career

as a trader.”

The main objective was to promote the company’s graduate

recruitment programme, and several games were run over

36 months, and timed to coincide with the season for

recruiting summer interns.

Our strategy To make the game easier to play and encourage mainland

Europeans to buy UK stocks, we combined the share price

listings for the London, Paris and Frankfurt stock exchanges

to express them all in Euros - something that had never

been done before.

We built and ran the whole game, providing game support,

email marketing, data aggregation, and also built systems to

interrogate the data base.

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Results At the end of the first week, more than 1,100 fantasy traders

were trading fantasy portfolios, and DrKW gave away a first

prize of €10,000 and €5,000 to nine runners-up, for each

game, with prizes presented at several lunches at City

Rhodes.

The game was run for a number of years and during this

time, students from more than 120 worldwide universities

and colleges played the game.

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Case Studies Metropole Television (M6)

We developed a syndicated investment trading game

for the French equivalent of ITV, Metropole Television (M6),

for a target market of 18–35 year old professionals resident

in France.

The project objectives

Commissioned to develop a new and unique branded

fantasy trading game for the French market, we were asked

to host the game and manage all the delivery technologies.

The brief specified the need to work with and integrate the

co-sponsor partners’ (Comdirect and Mes Finance)

information, content and tools; and then to manage and

support the developed services. Co-managing ongoing e-

mail support and permissioned e-mail marketing campaigns

were also central to the requirements.

The main objective was to design the concept and deliver a

compelling French language stock fantasy trading game that

could be adopted across multiple delivery channels within

limited implementation and development time frames. The

branding and positioning of the game needed to appeal to

the target audience.

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Our strategy Working with M6, and co-coordinating the development with

M6 sponsor partners, we integrated the market data, and

partners’ on-line marketing tools. Development of the

proposition and concept was ongoing after the game was

launched, in order to maintain its freshness and appeal.

Results When Le Jeu De La Bourse was launched on-line, it ran for

nine months. During which time, and despite quite limited

marketing, the game attracted over 86,000 registered

players, averaged 20 page views per player, per day and

delivered over 800,000 targeted e-mails with co-branded

sponsor messages.

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Case Studies Royal & Sun Alliance We developed a private-label fantasy investment stock

trading game for Royal & Sun Alliance for a target market of

UK private investors.

The project objectives The game was designed to add value to the Royal & Sun

Alliance web site and to enhance its user content

aggregation. Royal & Sun Alliance CRM services were also

integrated with the game with on-line and e-mail marketing

channels, to enable cross-selling Royal & Sun Alliance

financial products. The project had three requirements. The

primary task was to develop and deliver a game that was

fully integrated with the company’s existing on-line

resources, working within the scope of the existing brand

and corporate identity. The game also had to provide

product enhancement and development for multiple channel

sales promotion, as well as technical integration with the

company’s own CRM and content publishing tools. Finally,

after launch, Royal & Sun Alliance required continuing

support, as well as further integration of user profiling and

tracking tools and management of the game.

Our strategy Working closely with Royal & Sun Alliance’s in-house

developers and external consultants we ensured the

cohesive development of the game with their applications,

meeting all compliance requirements and ensuring the full

inter-operation between Royal & Sun Alliance’s CRM

applications and the game.

Results Initially the game was to run formally on the Royal & Sun

Alliance more>than website for two years, between 2001

and 2003. At this time, Royal & Sun Alliance sold the

investment business in order to re-focus on their core

insurance products, so the game was discontinued.

During an independent appraisal by external management

consultants during the game’s operation it was valued as

one of the key marketing assets of the more>than website

proposition.