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ASG 09 Kevin Corti

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Presentation delivered on serious games at Apply Serious Games 2009 by PIXELearning
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Kevin Corti, CEO, PIXELearning LIMITED APPLY SERIOUS GAME ‘09 What Qualities, Metrics and Platform Considerations Make a Serious Game Successful? Kevin Corti, CEO, PIXELearning LIMITED
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Page 1: ASG 09 Kevin Corti

APPLY SERIOUS GAME ‘09

Using serious games to deliver business value……when the world has gone “all pear-shaped”!

Kevin Corti, CEO, PIXELearning LIMITED

APPLY SERIOUS GAME ‘09

What Qualities, Metrics and Platform Considerations Make a Serious Game Successful?

Kevin Corti, CEO, PIXELearning LIMITED

Page 2: ASG 09 Kevin Corti

Introduction

• Co-founder & CEO •‘Serious games’/ILS specialist• Established 6 years• International ‘blue chip’ clients• Based at Serious Games Institute• 50+ projects (US$2.5m) to date• Adult/training focus (90%)• Internet technology focus

Page 3: ASG 09 Kevin Corti

What is happening in the market?

The PIXELearning experience… Clear change in sales pipeline in last 6 months Common theme: “ We want to achieve the same (or more) for less $$$!” Much more explicit about cost-cutting Large corporations (65% US, 35% EU) Budgets range from £25k to £250k Must have definable business case/ROI A lot of opportunities to partner/gain IP 90% revenue is custom projects 10% OTS product

Page 4: ASG 09 Kevin Corti

What is happening in the market?

Examples (last 6 months)1. Compliance/regulatory training (financial services)2. Leadership development (telecom, financial services & defence)3. Customer service (sales, support & retention)4. Professional (audit technical skills development )5. Sales training (cross-sector, role play to managing sales cycle)

Page 5: ASG 09 Kevin Corti

Drivers / ROI / Metrics

Making the budget go (a lot) further: using technology to reach out to larger audiences

Deliver mix of business and technology courses Traditionally F2F in EMEA and AsiaPac Through training partners HP MEAI Limited by time & resources Audiences limited by time, travel etc

The Accelerate Security and Get IT games are:1. easily accessed (web-based )2. can be replayed (reuse)3. easily updated (Flash)

Approx £100k contract

Page 6: ASG 09 Kevin Corti

Drivers / ROI / Metrics

Delivering productivity gains: (15x ROI)

Technical audit training US audience (approx 1,000/yr) 1:3 the simulation:instructor blend Desire to ‘do’ rather than ‘learn about’ Assessed to Kirkpatrick L4 / Phillips ROI

The KPMG simulation enables learners to:1. ‘Game the skill’2. Practice both technical & soft (client-facing) skills3. Be better prepared for real world

ASTD 2008Excellence in Practice

Award WinnerTotal project cost US$750k

Page 7: ASG 09 Kevin Corti

Drivers / ROI / Metrics

Delivering effective learning to all staff: (where eLearning could not)

Almost compliance (major cost of failure) F2F costs impossible Very sensitive subject (diversity) Staff apathy / reluctance

Makrini (the diversity game):1. Easily accessed (web-based )2. Is fun & interesting (people will use it)3. Very practical (recognisable tasks)

$200k development cost (partnership)

Page 8: ASG 09 Kevin Corti

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16,000

32,000

64,000

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

Game Solution Classroom

Employees

Cos

ts

Assumes average costs/employee for classroom training at $200

Assumes initial Sim solution investment of $750K and internal variable costs of $2/employee.

Inclusion of lost time and productivity would increase the savings as less time is spent using the serious game than in classroom training.

Costs for Classroom Training vs. Serious Game Solution

Drivers / ROI / Metrics

Page 9: ASG 09 Kevin Corti

Platform considerations

Practicality, practicality, practicality!(don’t give ‘em a reason not to buy!)

Clients demand technology that is appropriate for their environment which:

Achieves primary requirements Fits budget & timeline Avoids undue vendor tie-in Allows ‘easy’ updates/extensions Authoring/editors? Minimal implementation issues Works with enterprise IT systems (e.g. LMS) Only uses 3D when 3D is needed

Page 10: ASG 09 Kevin Corti

Kevin Corti, [email protected]

Company web: www.pixelearning.comBlog:http://theevilnumber27.wordpress.com

Linkedin: www.linkedin.com/in/kevincorti

+44 (0) 24 7623 6971

PIXELearning LtdThe Serious Games Institute,Coventry Innovation Village,Cheetah Road, CoventryCV1 2TL


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