Learning Games and Generation Y - Amuzo

amuzo.com @amuzogames amuzo

ENGAGEMENTLEARNING TECHNOLOGIES 2016

MENTAL WARM UP







Amuzo harnesses thepower of play to engage, educate and inspiremobile audiences around the world

WHAT DO WE DO?


Bournemouth based game development studio

Over one billion app sessions

No.1 apps in 150 countries(97% of all iOS stores)

LEGO® have been our largest client since 2006

WHO IS AMUZO?


PROJECT #P2L


Generation Y were born between 1980 and the early 1990s

By 2018 over half the UK working population will be from Generation Y

Millennials love training and development

WE ARE TARGETING GEN Y


DESIRABLE BENEFITS


Source: PWC Millennials at Work report.

22%19%

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Over 91% own a smartphone

82% of time spent on mobile devices is accessing Apps

96% have an account on at least one social network

Engaging and social mobile content is the key to success

HOW DO YOU COMMUNICATE WITH GEN Y?


GAMES vs COMPETING MEDIA


30%

28%

18%

10%

8%

16%

48%

34%

67%

32%

41%

25%

22%

5%

11%

IMM

ERSI

ON

vs

MU

LTI T

ASK

ING IMMERSION

“I don’t think aboutanything else when I’m...”

PlayingGames

WatchingTV/Films

BrowsingInternet

Listening to Music

UsingSocial Media

“I will often be doingsomething else whilst I’m...”

ENGAGEMENTMULTITASKING

2014, Internet Advertising Bureau UK (Gaming Revolution Report)




GAME

PERIOD OF ENGAGEMENT

RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT


ENGAGEMENT THEORY


Offer the following content at the Point of Engagement:

A challenge with measurable success

Content with aesthetic / sensory appeal

A subject / activity of interest (includes novelty)

The ability to try again, repeatedly

POINT OF ENGAGEMENT






Improve the Period of Engagement with:

Gaining new or enhanced skills and / or knowledge

Regular feedback on progression (praise)

Direct control / interaction

Social inclusion



What do you think the most requested game feature is in LEGO® Games?

The ability to ‘level up’?

The ability to play together?

The ability to beat your friends?

QUESTION


What do you think the most requested game feature is in LEGO® Games?

The ability to ‘level up’?

The ability to play together?

The ability to beat your friends?

QUESTION





To maximise Re-Engagement offer:

A reward for returning

The potential completion of a goal / sub goal

The opportunity to ‘be lucky’ during their next experience

Social challenge

RE-ENGAGEMENT



THE CALL TO ACTIONAfter each game the player is prompted to act on what they have experienced

Every time they play, the more obvious the decision to act becomes

The next step in their education is immediately accessible in just one click


GAME


RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT


ENGAGEMENT THEORY


SYSTEM DESIGN


CONTENT DISTRIBUTION

ANALYTICS

EMAIL / PUSH NOTIFICATIONSIGN

IN

SESSION REWARD

SELECTTOPIC

QUIZ(WIN LIVES)

CHALLENGEPASS RATE

IF NOTPASSED

COMPLIANCE TRAINING



SESSION REWARD

SELECTTOPIC

QUIZ(WIN LIVES)

CHALLENGEPASS RATE

IF NOTPASSED

GAME(USE LIVES)

COMPLIANCE TRAINING



OPTIONAL LEARNING

SESSION REWARD

SELECTTOPIC

QUIZRESULTS

LEVELUP

QUIZ(WIN LIVES)

NOCHALLENGEPASS RATE

IF NOTPASSED

POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT

PASS RATEACHIEVED?

GAME(USE LIVES)

ACHIEVEMENTS

COMPLIANCE TRAINING


OPTIONAL LEARNING

VOLUNTARY TESTING (RE-ENGAGEMENT)AGEM NT)TING ( E-ENGVO RY TESLUNTA

SESSION REWARD

SELECTTOPIC

CALL TOACTION

QUIZRESULTS

LEVELUP

QUIZ(WIN LIVES)

NO

YES

CHALLENGEPASS RATE

CHALLENGESTAFF

MEMBERS

IF NOTPASSED

IFPASSED

ENHANCED LEARNING


PASS RATEACHIEVED?

GAME(USE LIVES)

ACHIEVEMENTS

COMPLIANCE TRAINING



CORE MESSAGE & CHALLENGE

LEARNING GAMES



SELECTOPPONENT

THEMED GAME HI-SCORETABLE

ACHIEVEMENTSREADY TO

APPLY YOURNEW SKILLS?


LEARNING GAMES



SELECTOPPONENT

NOOPTIONALLEARNING

SCOREMORE

POINTS

UNLOCKIN-GAME

ADVANTAGE




RE-ENGAGEMENT


LEARNING GAMES



SELECTOPPONENT YES

NOOPTIONALLEARNING

SCOREMORE

POINTS

UNLOCKIN-GAME

ADVANTAGE

PRIMARY

KPIACHIEVED




RE-ENGAGEMENT


LEARNING GAMES


ENGAGEMENTLEARNING TECHNOLOGIES 2016


Learning Games and Generation Y - Amuzo

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