tyson greer - mobile edugame market innovations 2014
DESCRIPTION
This session will discuss key findings about mobile edugame innovations from Ambient Insight’s latest Game-based Learning, Location-based Learning, Digital English Language Learning, Healthcare, and Mobile Learning market research. The presentation delivers an overview of the demand for mobile Game-based Learning, funding and revenue opportunities for suppliers, distribution and business models, as well as market-changing trends. It will focus primarily on North America and include edugame innovations in digital English language learning, health and wellness, education, and tourism around the world. But who is buying? Consumers certainly dominate the edugame market, but what do they want from a mobile edugame and which edugame product types dominate which market segments? This session will answer those questions and provide compelling examples of innovative mobile serious game products and services of interest to developers, publishers, resellers, and suppliers.TRANSCRIPT
Ambient Insight 2014
Mobile Edugame Market Innovations 2014
Key Findings from Recent Ambient Insight Research
Tyson Greer, Chief Executive Officer
Ambient Insight LLC
Serious Play Conference 2014July 23, 2014
Ambient Insight 2014
Partial List of Ambient Insight’s Clients
Adobe
Amazon
Amplify
Apple
Blackboard
BrainPOP
British Council
Cambridge University Press
Chungdahm Learning
Cisco
Disney
Hasbro
Houghton Mifflin Harcourt
IBM
John Wiley & Sons
McGraw-Hill
Macmillan
Microsoft
Oxford University Press
Pearson
Qualcomm
Rosetta Stone
Ambient Insight is an integrity-based market research firm that uses predictive analytics to identify revenue opportunities for suppliers.
Ambient Insight 2014
Agenda
Introductions - Research Taxonomy
Key Findings from Ambient Insight Research
Innovations in Edugame Content Products & Custom Services
Trends to Watch
Show me the Money
Ambient Insight 2014
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-12Corporations
- Businesses
Higher
EducationFederal
Government
State - Local
GovernmentAssociations
& Non-ProfitsHealthcare
Custom
ContentSoftware 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
LearningMobile
Learning
Social
LearningGame-based
Learning
Ambient Insight’s 2014 Learning Technology Research Taxonomy
Seven International Regions
North
America
Latin
AmericaEastern
Europe
Western
EuropeAsia Africa
The Middle
East
Ambient Insight 2014
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:
Clever Goats
Ambient Insight’s 2014 Learning Technology Research Taxonomy
Ambient Insight 2014
Key Findings from Ambient Insight
Research
Ambient Insight 2014
Key Findings from Ambient Insight Research - The Market
The growth rate for the global Game-based Learning market is 6.7%
In North America: growth rate for all Game-based Learning is 7.6% , but for mobile edugames is 12.5% - and from 2013 to 2018 mobile edugames revenues will nearly double
Consumers still dominate packaged content purchases, the academic market is growing, and nonprofits and government continue to buy tourism-related content services
Mobile edugame investors were bullish in 2011, showed a spike of interest in 2012, slowed in 2013, and steady in H1 2014
New suppliers continue to flood the market, and product visibility becomes increasingly difficult
Cross-platform products (connecting web & app on device) still increasing
Telecoms, device-makers, & NGOs provide Mobile Learning value added services (VAS), except rarely in North America, so far.
Ambient Insight 2014
Key Findings from Ambient Insight Research - The Buyers
Suppliers capitalize on consumers’ interests: early childhood education, tourism, health, fitness and wellness, cognitive fitness, nature, and sustainability
Top “selling” (or downloaded) apps are for young children; edugames that offer parental involvement are on the rise
Explosion of personal learning devices (PLDs) and tablets fuel the market
Cultural institutions continue to invest heavily in edugames, with a mix of in-house and custom content services
Emergence of easy-to-use mobile game-building tools supports cultural shift towards using game-creation as an educational experience
Government entities escalated awareness about protecting privacy of children, and updated regulations and guidelines.
Ambient Insight 2014
Ambient Insight 2014
Personal Learning Devices Proliferate Across the Globe
Amplify Tablet System bundles Classroom Tools, content and apps, filtering, MDM, and implementation support
OLPC XO-10 Tablet with Bluetooth-enabled keyboard
LeapFrog’s new LeapTV living room console with educator-approved games and videos for 3-8 year olds
Kurio 7S (kidSAFE+ seal)
Ambient Insight 2014
Mobile Edugames Inhibitors v. Opportunities
Discoverability
So many apps, so many app stores
Partner with Big Players (profit or nonprofit)
Market in multiple media
Join publishing programs
Map content to standards (CCSS, Next Generation Life Science Standards…)
Offer professional development to educators
Seek sponsorship from 3rd
parties
http://www.gamesandlearning.org/2014/06/09/teachers-on-using-games-in-class/
Academic inhibitors Fragmentation of the
market Lack of teacher support Social and cultural
structures: enough & which devices? or are devices banned?
Attitudes: educators and teens
Ambient Insight 2014
Combining Common Core & Teacher Support & User-generated Content
Lack of teacher training in how to use edugames in (or out of) the classroom inhibits sales
July 2, 2014, Imaginary Number Co over-achieved $42K Kickstarter campaign to bring Mathbreakers to Android and iPad tablets
- Classroom setup free for 3 months- Lesson plans & level editor $25
Teacher Dashboard: assign game levels and student track progress https://www.mathbreakers.com/lessons/Trial%20Lesson/
Ambient Insight 2014
Innovations in Edugame Content Products and
Custom Services
Ambient Insight 2014
Knowledge & Skills: Products for PreK-2 Dominate the North American Edugame Market
Funbrain Jr, early math, literacy, problem-solving web & app published by Pearson Education
Sight Words in Space by
Clever Goats
Gummii Math Educational Games , the first to crack iPad Top 25 in Canada.
Ambient Insight 2014
“The 2013 Content Trench” – Percent of Total Paid Mobile Learning Apps by Target Demographic
34%
10%
5%6%
3%
6%8%
28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
What’s on the Store Shelves?Consumer-facing Paid Mobile Learning Content (All Apps Including Edugames)
Across All Major Application Stores, Platforms, and Devices
The vast majority of PreK-2 Mobile
Learning content is game-based
Ambient Insight 2014
Knowledge & Skills: Combining Critical Thinking Skills with Knowledge-based Learning Opportunities
ELA + STEM = Argubot AcademyGlassLab + NASA launched an iPad adventure CCSS-based (STEM) game to develop critical thinking skills and interest in science.
Ambient Insight 2014
Knowledge & Skills: Interest in Coding Levels Up
Hakitzu: Elite, an update to the original, teaches STEM skills and the next level of coding. “Teacher’s Pack” offers guidance and lesson plans.
CargoBot for 5+ uses a moving crane to shift boxes
and use coding concepts like loops, procedures, and
debugging.
Ambient Insight 2014
Knowledge & Skills: Includes “Life Skills” for Students
Parents and schools buy Social & Emotional Learning skills (SEL) edugames to develop children’s emotional intelligence
IF… (If You Can Company) SEL role-play, decision-making adventure game for ages 9-11, includes a Parent’s menu.
Ambient Insight 2014
Knowledge & Skills: Health & Wellness for Consumers CME Edugames for Healthcare Students & Professionals
For medical students, “Osmose with Your Friends” crowd-sourced game from 2013 DreamIt Health tech accelerator
For consumers, health & wellness topics include alcohol, allergies,
anatomy, asthma, brain fitness, cardiovascular health, dental health, diabetes, exercise &
fitness, food & nutrition, pet care, obesity & weight loss, pain,
smoking cessation, substance abuse, and safety
TAO WellShell isometric fitness device over-achieved Kickstarter $100,000 goal
Ambient Insight 2014
FDA Intends Discretion When Regulating Mobile Medical Apps as Devices
FDA identified examples of mobile apps for which the FDA will “exercise enforcement discretion” (6/11/14)
http://www.fda.gov/MedicalDevices/ProductsandMedicalProcedures/ConnectedHealth/MobileMedicalApplications/ucm368744.htm
The list identifies 24 types of apps including those that:
Provide prediabetes patients with tools or guidance to create healthy habits
Use video games to motivate patients to do their physical therapy exercises
Are intended for individuals to make decisions or offer behavioral suggestions related to health or wellness (including “use social gaming to encourage healthy lifestyle habits”) – but are NOT marketed as diagnosis or treatment.
Ambient Insight 2014
Brain Trainers and Cognitive Fitness Apps: New Players Continue to Enter the Market
Lumos Labs, Rosetta Stone (Vivity Labs), Nintendo, and Cogmed dominate North American market
Lumosity with 60 million iOS users, and just now launches on Android
Master of Words PRO ($2.99) #1 on Amazon US-Games-Free category (not just edugames) after “daily deal”
Brain+ (beta in Denmark, Jan 2013) entered North America and UK markets (July 2014) with 3 “scientifically-proven” games, including Remember Me.
Remember Me, Brain+
Ambient Insight 2014
Language Learning: Edugames Teach Languages on Smartphones, Tablets, and Game Consoles
Dora’s Worldwide Rescue Spanish vocabulary for age 4
Ubisoft’s language coaching apps for Nintendo
Memrise has 1 million active users for language and other courses with crowd-sourced content
Ambient Insight 2014
Language Learning: Converging Product Types Boost Engagement (and Sales)
Sesame Workshop updated AR “Word-o-Scope” letters game with email-able word labels & game ideas to extend learning beyond the app
Top selling apps across the planet are: Edugames for young children & language learning apps. Add in AR!
Elmo’s Alphabet Challenge by Sesame Street, one of the first AR edugames
Ambient Insight 2014
Location-based Learning: Venues, Brands, and Suppliers Create Cross-platform Promotions
Students visiting the Minnesota Historical Society use Play the Past app during field trips to museum and back in the classroom.
Tourist attractions create or sponsor location-based treasure hunts
Edinburgh International Science Festival built a free city-wide “Sci Quest” edugame
Sainted Media’s free multimedia Global Treasure Apps offer “real-world rewards” in the sponsor’s gift shop or café venue
Brands also use game apps to engage customers and/or “edu-sell”
Marriott hired evviva games to create XPLOR scavenger hunt/arcade game/puzzles app for 5 cities. Includes “in-game economy” enabling users to buy and sell goods.
Microsoft and DreamWorks teamed to create a free (no IAP) road trip app Dragon Adventure World Explorer, using Here Maps technology, Weather Channel data, and Foursquare popularity. SDK coming soon.
Ambient Insight 2014
Augmented Reality: Making History, Science, Math, and Reading Come Alive
Qualcomm’s Vuforia Platform used by brands, developers, content owners for advertising, publishing, gaming, tourism, education…
AR Freedom Stories bring US/Canadian
Underground Railroad to life
Math-based games for kids 6-9, from PBS KIDS funded by US Dept of Education
Ambient Insight 2014
Trends to Watch
Ambient Insight 2014
Trend: Tools for the Creator EconomyUser-Generated Games and User-Generated Content
TinyTap is a platform for anyone to create edugames, which can be published on the TinyTap Market, AppStore, Google Play, and Web
TinyTap Space Game uses Stroop Effect
Futuba Classroom Games includes question sets. Students & teachers can use their ownimages, audio, and text to add to the question bank.
Playingmondo.com - find or build virtual playgrounds and use Mondo builder to create location-based games
Ambient Insight 2014
Trend: Supporting “Mobile Parenting” with Communications and Data
Kindergarten Readiness (FunBrains Jr) - interactive parent skills checklist
IF… - Parents’ Menu, schedule frequency of updates
GuruCool PlaySchool (KidZone Studios) - provides view into child’s progress, suggests activities and daily tips
PBS Play & Learn - math & literacy skills edugame “specifically for parents”
Fingerprint Digital - Mom-Comm with in-app messaging
National Geo’s Animal Jam – companion website has a Dashboard for parents
Suppliers provide connection and data to parents to counter their concerns (guilt) of “cellphone-as-babysitter” and their
desires for quality educational/play experiences
Ambient Insight 2014
Trend: Data & PrivacyThe Two-Edged Sword
Developers and platform-providers are creating new ways to mine data
What does “big data” mean in edugames for children?
Opportunity Watch Out For…
To deliver a child’s progress data to parents: to boost their engagement and product satisfaction
Collecting data without obtaining parental consent
To accumulate a treasure-trove of users’ gameplay data: to make improvements or drive new product features
Collecting data without obtaining parental consent
To provide a more personalized learning experience
Collecting data without obtaining parental consent
To transmit data to third parties (e.g. ad network, analytics company)
Transmitting, sharing data without obtaining parental consent
Ambient Insight 2014
Trend: Data and PrivacyNew FTC COPPA Rules Can Be Costly
The Federal Trade Commission (FTC)’s Children’s Online Privacy Protection Act (COPPA) rules have teeth
New rules went into effect July 2013 Expanded privacy definitions include: geo-tagging, behavior
targeting, and (closing the 3rd party loophole) ad network cookies and social networking
Approved “Safe Harbor” self-regulatory programs
Fine potential = $16,000 per incident
Prosecutions:
– May 2011: Playdom, $3 million settlement
– June 2012: New Jersey Attorney General sued 24x7digital
– Feb 2013: Path, $800,000 settlement
Ambient Insight 2014
Trend: Data & PrivacyFTC-approved “Safe Harbor” Programs
Some suppliers identify themselves as “family friendly” and respecting children’s privacy by displaying seals of approval such as the “Know What’s Inside” from MOMs with apps. http://www.momswithapps.com/about)
There are now 6 FTC-approved Safe Harbor programs that provide certification that members adhere to COPPA rules:
• Aristotle International, Inc.• Children’s Advertising Review
Unit• ESRB Privacy Certified• kidSAFE+• Privacy Vaults Online, Inc
(DBA PRIVO)• TRUSTe
Ambient Insight 2014
Data and Privacy: California Publishes New Guidelines
2003: California Online Privacy Protection Act (CalOPPA) - the first law in US to require a conspicuously posted privacy policy for web & apps
2013: Attorney General of California’s guidelines reinforce the FTC’s “privacy by design” approach and the Organization for Economic Development’s (OECD) “Fair Information Practice Principles,” (FIPPs) with a couple of new twists:
1. Recommendation to encrypt transmissions of PII (personally identifiable information) includes apps downloaded or used.
2. Introduce a new term “surprise minimization,” meaning to “minimize surprises to users from unexpected privacy practices.
2014: New guidelines…
Ambient Insight 2014
Trend: Data and PrivacyCanada Aligned with EU Rules
The Personal Information Protection and Electronic Documents Act (PIPEDA) enforces European Union’s privacy directives (collection, use, retention and disclosure of personal information)
Under the United Nations 1989 Convention on the Rights of the Child, privacy is a basic human right for everyone under the age of 18.
Office of the Privacy Commissioner of Canada (OPC) has focused on children's online privacy as a priority.
Some Canadian provinces (Alberta, B.C., Quebec, and Ontario) also legislate data protection.
Ambient Insight 2014
Trend: Smart Toys for Skills-based Learning and Learning 21st Century Skills
Tiggly iPad apps are free; shapes are $29.99
SK Telecom smart toy teaches language arts
Uboly uses a smartphone for a “brain”
Kids get to program the Play-I “robots”
Tangible Play’s Osmo add-on for iPads https://vine.co/v/MwBYjYi1WeX
Ambient Insight 2014
Trend: Wearables + Edugames Coming Soon…
Oculus Rift offers opportunity for immersive learning experiences
“Ok Glass… Reform Education”Suppliers such as Duolingo and Word Lens have ported their Mobile Learning language and translation apps to Google Glasses
Top 100 Game Tech Trendshttp://www.develop-
online.net/news/the-top-100-
tech-in-games-
revealed/0194694
Ambient Insight 2014
Innovative Revenue and Distribution Models
New Opportunities
New Challenges
Ambient Insight 2014
Incubators and Accelerators are Proliferating Providing Financial Support and Connections to Experts & Capital
May 2013, Zynga.org committed $1 million for “Edtech Game Accelerator” to focus on learning games in partnership with NewSchools Venture Fund.
Motion Math and Kidadaptivewere in Zynga.org’s 2013 cohort. Tiny Tap and Kiko labs in 2014.
Kaplan EdTech Incubator, powered by TechStars, offers $20K investment, June – September co-location in New York City, market insights, mentorships, access to Kaplan’s Learning Science group…
Rock Health opened in 2013 and claims to be “The first seed accelerator for digital health startups.”
Ambient Insight 2014
Innovative Revenue and Distribution Options
Revenue Models:
Sponsorships (nonprofits & commercial brands)
Free, lite, and premium
Subscription services
Partner with telecoms and device-makers
Crowdfunding
Ads
Real-world goods
In-app purchases - virtual goods/ micropayments for virtual items
Distribution Channels:
Channel partners (BrainPOP, Edmodo, Learning.com, Florida Virtual School…)
Specialty app stores & programs
Public libraries
Commercial digital libraries adding mobile content, e.g. OverDrive
Partner with virtual schools, home school suppliers, device makers, publishers, and telecoms
Personal Learning Devices
New app promotion services and new marketplaces
Ambient Insight 2014
Revenue and Distribution: Brought to You by the Letter “S” for Subscriptions
March 2014 released subscription-based (in-app purchases £ 2.49; or auto-renewable £1.99)
Includes “together time” tips for parents
Allows children to record their voices in different languages
Sesame Street S’More is a bi-monthly interactive digital magazine for kids (ages 4+)
Ambient Insight 2014
Revenue and Distribution: Playsourcing - Games for Giving Back
Gamers steer a course to collect “Element Alpha,” through genuine DNA microarray data. Collective flight path gameplay contributes to massive data crunching behind the app to analyze real genetic data.
Feed-A-Pet –For every level a player completes, the Pet Project donates money to feed homeless pets in need. (Donations funded by ads)
Play to Cure – Genes in Space
Ambient Insight 2014
Q & A
Ambient Insight’s Free Resource Library at:
http://www.ambientinsight.com/News/PublishedContent.aspx
This presentation, the “Mobile Edugame Market
Innovations 2014,” past presentations, and our Learning
Technology Research Taxonomy can be downloaded from