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Game-Based Learning (GBL) Market 2
Instructional Purchases: 10%
Student Support Services: 8%
Operations: 20%
Uses of Ed Funds
Instructional Staff: 64%
(750B)
(7.5B)
CurrentK12GBL<$100M
PotentialGBL$2B
US K-12 Content Sales Breakdown
Other: 3%
District Administration: 60%
School Administration: 25%
Teachers: 7%
State: 5%
US K-12 Decision Makers
TargetDecisionMaker
Super-intendent
DistrictAdmin
SchoolPrincipal Teacher Librarian
SizeofProblem
Semester,MultipleGrades,MultipleSchools
Month+,MultipleGrades,
SpecialPopulations
AtLeast1Grade,
AFewWeeks
AtLeast1FullLesson
AtLeast1FullLesson
ExpectedSpend $100,000+ $5,000–$50,000
$2,000-$10,000
Freeto$200
Freeto$500
ApprovalCycle 18Months 6-12Months 3-6Months 0-60Days 0-6Months
BuyingPower 60% 25% 7% <3%
U.S.TotalNumber
15,000 60,000 100,000 3,900,000 50,000
13,640Districts 115,062Schools(24kPrivate)
3.8MillionTeachers 54MillionStudents(5.9mPrivate)
US K-12 Market Size
2013-2014 District Size and Population
DistrictCount% TotalDistricts
DistrictEnrollment
%StudentPopulation
4,378 32% <600 2%
5,086 37% 600– 2,499 14%
2,003 15% 2,500– 4,999 15%1,028 8% 5,000– 9,999 15%806 6% 10,000 – 24,000 20%338 2% > 25,000 34%
2013-2014 District Size and Population
DistrictCount% TotalDistricts
DistrictEnrollment
%StudentPopulation
4,378 32% <600 2%
5,086 37% 600– 2,499 14%
2,003 15% 2,500– 4,999 15%1,028 8% 5,000– 9,999 15%806 6% 10,000 – 24,000 20%338 2% > 25,000 34%
92%
Small
Large
46%
54%
World Wide Buying Patterns: 2013 - 2014
Ambient Insights 2014
US K-12 Education Game Market
EducationGameMarketProjected1Year- USpreK-12TotalMarket K-3 3-5 6-8 9-12
General/Other 17.5 4.3 4.3 4.5 4.5Math 43.9 10.7 10.7 11.2 11.2ELA 61.4 15.0 15.0 15.7 15.7Science 22.8 5.6 5.6 5.8 5.8SocialStudies 17.5 4.3 4.3 4.5 4.5Arts 7.0 1.7 1.7 1.8 1.8Social/Emotional 5.3 1.3 1.3 1.3 1.3
Total 175.4 42.9 42.9 44.8 44.8
The Big Addressable Problem
EducationSystem:Industrialage&suboptimal
Games:21stCenturylearningwithstudent
Timing:TheTechTsunamiisnow
engagement,learningincontext,andassessment
Outdated Education System
Timing & School Cycles
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
SellingSeason
Decision Budget P.O. Releases Lead Acquisition
Trajectory of Adoption
Year 1 Year 2 Year 3 Year 4
Beta Testing
Early Adopters
Product Champions
Ramp Up &Market Penetration
How Do We Increase the Use ofGames in Schools?
SupportTeachers
IncreaseMarketAwareness
Target PolicyMakersand DecisionMakers
Collaborate
MakeGamesEasytoDeploy
15
$500M Potential GBL Market By 2020
Market Obstacles
GameDevelopers DistrictAdministrators Educators
ü Nosustainablebusinessmodelü HighCustomerAcquisitionCost
ü Againstlotsofsmallpurchasesü Don’tnecessarilythinkgamesare
whatstudentsneed
ü Individualgamescancreatechaosü PasswordHellü NoGroupandIndividual
Assignmentü Nostudentprogresstracking
US K-12 Spending
2008 School Budgets Peak
2014 School Budgets Start Rebound
Decrease in Headcount & Purchases
2020: Steady Increases
• Rebound in Tech Purchases vs Headcount• Digital Native Educators & Admins
• Digital Distribution/Purchasing
Spending
US K-12 GBL Projections
DECREASE
$50MGBL Spending
REBOUND
$500M
2008 School Budgets Peak
2014 School Budgets Start Rebound
2020: Steady Increases
18Market Obstacles
GameDevelopers DistrictAdministrators Educators
ü Nosustainablebusinessmodelü HighCustomerAcquisitionCost
ü Againstlotsofsmallpurchasesü Don’tnecessarilythinkgamesare
whatstudentsneed
ü Individualgamescancreatechaosü PasswordHellü NoGroupandIndividual
Assignmentü Nostudentprogresstracking
19
Curate greateducationalgamesfrommultiplevendorsintoastandards-basedcurriculum
Provideaplatform tomakedigitalgame-basedlearningeasytoimplement
Sellandmarketcollectionsofgamesinawaythatmakessensetoadministrators&gamedevelopers
Can Developers Unlock the Market?
Can Developers Unlock the Market?
