Bally Chohan IT Solutions UK

1
Marketing Educational Gaming Industry

• 8 Minutes pitch from Group A5
• By Bally Chohan

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2
Introduction
By Bally Chohan

• 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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3
Gamercial example
By Bally Chohan

• Phunky Frites
• Client Aviko (Dutch producer of potatoes
  products)
• Goal of the game Jump from product to product
  and dont fall in the boiling oil of the
  deep-fry!
• Goal of Aviko Get people informed of the
  different products

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4
Edugaming example
By Bally Chohan

• Living Books
• Client Het Woeste Woud (Animation Studio)
• Partners KRO (Dutch public broadcasting
  company), University of Leiden, Reading
  foundation.

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5
Industry Framework
By Bally Chohan
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6
Business Models
By Bally Chohan

• 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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7
Business Models
By Bally Chohan

• Actor Client/Companies
• ExampleNoordhoff 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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8
Business Models
By Bally Chohan

• Actor Advertising companies
• ExampleCampina (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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9
Business Model
By Bally Chohan

• Actor Freelancers (Designers, photographers,
  musicians)
• Produce input for the gamercials Edugames like
  graphics, sound effects, background music.

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10
Busines Models
By Bally Chohan

• Actor Internet users
• Participation by entertainment/infotainment
• Potential clients (Gamercials)

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11
Product 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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12
Product Innovations
By Bally Chohan

• 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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13
Process Innovations
By Bally Chohan

• Dynamic programming languages
• Microsoft Silverlight, Java, Shockwave and
  Flashare 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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14
Conclusions (Conceptual)
By Bally Chohan

• 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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