1.
APPLY SERIOUS GAME ‘09
Using serious gamesMetrics and Platform
What Qualities, to deliver business value
Considerations Makehas gone “all pear-shaped”!
……when the world a Serious Game Successful?
Kevin Corti, CEO, PIXELearning LIMITED

2.
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

3.
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

4.
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)

5.
Drivers / ROI / Metrics
Approx £100k contract
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)

6.
Drivers / ROI / Metrics
Total project cost US$750k
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) skills
3. Be better prepared for real world

7.
Drivers / ROI / Metrics
$200k development cost (partnership)
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)

8.
Drivers / ROI / Metrics
Assumes average
costs/employee for
Costs for Classroom Training vs. Serious classroom training at
Game Solution $200
$14,000,000
Assumes initial Sim
$12,000,000 solution investment of
$10,000,000 $750K and internal
variable costs of
Costs
$8,000,000
$2/employee.
$6,000,000
$4,000,000 Inclusion of lost time
$2,000,000 and productivity would
increase the savings as
$0
less time is spent using
the serious game than in
classroom training.
Employees
Game Solution Classroom

9.
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

10.
+44 (0) 24 7623 6971
PIXELearning Ltd
The Serious Games Institute,
Kevin Corti, CEO Coventry Innovation Village,
kevin.corti@pixelearning.com Cheetah Road, Coventry
CV1 2TL
Company web:
www.pixelearning.com
Blog:
http://theevilnumber27.wordpress.com
Linkedin:
www.linkedin.com/in/kevincorti