The document discusses the marketing and educational gaming industry. It provides examples of gamercials, which are playful commercials that incorporate branding and product placement. It also discusses edugames, which combine learning and gaming. The document outlines several business models in this industry, including companies that develop games, clients that commission them for advertising or education, and freelancers involved in game development. It also discusses innovations in educational games and branded games used for advertising.

1. Marketing &
Educational
Gaming Industry
8 Minutes pitch from Group A5:
By Bally Chohan
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

2. By Bally Chohan
Introduction
 Online Gaming Industry
 Since 1998 used in the Netherlands
 Gamercials; playful commercials, brand experience,
product placement.
 Edugaming; e-learning, interactive infotainment.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

3. By Bally Chohan
Gamercial 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

4. By Bally Chohan
Edugaming example
 Living Books
 Client: Het Woeste Woud (Animation Studio)
 Partners: KRO (Dutch public broadcasting company),
University of Leiden, Reading foundation.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

5. By Bally Chohan
Industry Framework
www.ballychohan.com Industry
A5 – Marketing & Educational Gaming

6. By Bally Chohan
Business Models
 Main actor: MAD Multimedia (Groningen)
developing, producing and distributing
interactive online products like educational
games, gamercials, virals, animations and
interactive videos.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

7. By Bally Chohan
Business 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

8. By Bally Chohan
Business 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.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

9. By Bally Chohan
Business Model
 Actor; Freelancers (Designers, photographers, musicians)
 Produce input for the gamercials & Edugames like
graphics, sound effects, background music.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

10. By Bally Chohan
Busines Models
 Actor: Internet users
 Participation by entertainment/infotainment
 Potential clients (Gamercials)
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

11. Product Innovations
 Edugaming
learning 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.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

12. By Bally Chohan
Product Innovations
 Gamercials
brands can position their products and/or
services in new interactive way,
commercial message embedded in the
gameplay, top of mind brand awareness
and visibility.
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

13. By Bally Chohan
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
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry

14. By Bally Chohan
Conclusions (Conceptual)
 The creation of an edu-game requires
diverse skills (Motley Crew)
 Differentiated Products (Infinite variety)
 Durable products and durable rents (Ars
longa)
www.ballychohan.com
A5 – Marketing & Educational Gaming Industry