1972

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1972
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Games are getting Serious
1999 1 mil
2002 1 mil 75 SG
2003 3 mil 125 SGS
2004 50 million (est) 300 SGS, 300 Ed.Arc.,
150 SGH, 500 SG
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Citizens. Countries. Video Games. The US Army
keeps them all free.
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Homes of our Own, 2002
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Full Spectrum Warrior, 2004
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Games in the new economy
Understanding your workers, markets, and new
opportunities

• Kurt Squire
• University of Wisconsin-Madison
• ADL Academic Co-Lab

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Games

• Are changing our cultural values
• Who are these workers, customers?
• Are changing day-to-day
• Marketing, training
• Create new business opportunities
• Where might Madison fit?

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Game Cultures
Or why your workers think theyre superheroes
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Get a Masters in Civ3

• Open-access
• Open source
• Meritocraties

Squire, K. (forthcoming). The Higher Education of
Gaming. To appear in eLearning.
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During Action Reports
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Key Features of Game Cultures

• Open access
• Race, gender, class
• Emphasis on knowledge, status
• Transparent mechanics
• Open knowledge
• Anyone can design a course
• Thinking made visible
• Real intellectual work online
• From users to designers
• Designer challenges to understand AI

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wikipedia
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games business

• From Squire, K. (forthcoming). Going beyond
  elearning. Report to the Masie Center.

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advergaming
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Yaya Media

• Results
• Average game play of 7.6 minutes.
• 32 of players spent 20 minutes or more playing
• 22 of players invited a friend to play and 66
  of those invited clicked through
• Viral emails sent to a friend had open rates of
  66, far exceeding the industry average for
  typical acquisition emails
• 15 of game players requested vehicle brochures
  vs. the website which has a 0.7 brochure request
  rate.

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Biohazard
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Results

• I learned that you really want to go where the
  people are the closest, since you can't pick up
  more than one, your best strategy is to get them
  as closely as possible. The team scoring that
  promotes competition between teams. I like that.
  Can we play against NY?
• I wish we looked that cool.

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Games in B2B
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Key Walkaways

• Games are important enculturation force
• Changing your employees, customers values
• Games are more than entertainment
• Training, Marketing, Research, B2B
• Cross industry
• Government, Academia, business
• Global phenomena
• Japan, Sweden, Eastern European

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So where can we go?
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http//www.academiccolab.org/initiatives/gapps.htm
l
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For more information

• James Paul Gee
• Kurt Squire
• kdsquire_at_education.wisc.edu
• Constance Steinkuehler
• - steinkuehler_at_wisc.edu

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So what do we do?

• Games are about radically different social
  organizations
• Consumer ? Producer
• Multiple information and attention spaces
• Consider some of the mechanisms of games
• Choice, Failure, Consequences, Replay
• From content ? Context
• You might consider serious games
• Lots of new products
• Lots of low-cost solutions (flash, excel)

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Games are a Disruptive Medium

• Personally meaningful, tailored
• Embodied learning
• Learning through failure
• Producers and consumers blurred
• Transmedia experience (Pokemon)
• Information is just-in-time
• Learning is collaborative
• Embedded assessments