Are you ready to engage one fourth of the world?

ricardo leon co-founder & creative mind

september 2012

Copyright © 2012 KnackMaster. All Rights Reserved.

co-founder & creative mind of KnackMaster

Ricardo Leon

Copyright © 2012 KnackMaster. All Rights Reserved. 2

publisher of early education apps located in the DC region

KnackMaster

support children, families, and educators in creating engaging learning environments that can enrich and complement regular academic programs and expertise at home

Mission


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today’s topic


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5

Children

1.6 Billion

1 in 4 people in the World are

* US Census - International Data Base: World Population Under 12 Years Old

83 million children in the United States

6

40%

52%

8 Million of 2-4 year olds

10 Million of 5-8 year olds

Children in the United States Who Have Used a

Smart Device

* Common Sense Media * US Census

7

2011

60 Million

iOS 67%

iOS 46%

Android 29%

Android 37%

Tablets are expected to grow

+6x Other 17%

* Gartner: Worldwide Media Tablets Sales, * Apple iOS, Google Android, Microsoft Window Mobile, QNX, Other

2016

370 Million

8

89%

90%

Free Apps Account for

of Paid Apps will Cost Less than $3

$3

FREE

* Gartner: Market Trends: Mobile App Stores, Worldwide, 2012

average

Games Downloaded

in 2011

10+

20+

Smartphones

Tablets

* PlayFirst and Frank N. Magid, Tablet & Smartphone Gaming Trends

9

10

* Juniper Research

Mobile Entertainment to Reach

$65B by 2016

11

Digital Trends Impacting

Children & Education

* Mind/Shift: How We Will Learn, 12 Education Tech Trends to Watch in 2012 * MacArthur Foundation: Connected Learning Research Network

* From Game Design Elements to Gamefulness: Defining Gamificaiton

Natural User Interfaces Technologies like touchscreens, voice-activation are increasing accessibility

Connected Learning

Learning that is socially connected, interest-driven, and oriented towards educational opportunity

Gamification

Applying game elements and game design techniques elements in non-game context to drive user engagement and behavior adoption

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0 1 2 3 4 5 6 7 8 9 10 11 12

newborn

infant

toddler

preschooler

primary school

tween

age gender

academic level play age puberty

secondary school

segmentation


creatively-driven children interested in creating new stuff confident and curious children driven by quests & challenges interested in looking after their avatar and pet competitive children focused on their social position interested to assist others by sharing their knowledge identity-driven show-offs wanting to make their mark interested in death, violence and destruction - older boys interested in acquiring and accumulating goods

builders

explorers

nurtures

social climbers

power users

self-stampers

fighters

consumers

* BBC Study

you

ng

er

old

er

profiles


play |

socialize |

connect |

customize |

gaming is an extremely popular past-time in any virtual experience

as children develop social skills, they tend to

interact with friends and make new ones

children enjoy looking after animals or

helping others, “relationship exploration”

experiment with customizing their

environment or dressing up their characters

digital media consumption from watching ads

to receive points to purchase tangible items

consume |

behaviors

h

s

p

inspires exploration and role play

provides the excuse to hang around with friends

purposely play changes how players think, feel, behave, or

make a difference in the real world

easy fun

people fun

serious fun

capture attention & motivate play


e

provides the opportunity to challenge, mastery, and feelings of accomplishments

hard fun

* Nicole Lazzaro, XeoDesign: 4Keys 2Fun


* CTIA

said mobile devices help them feel safer 80%

said mobile devices keep families more informed on each other’s activities

80%

said mobile devices help families feel closer when they are apart

85%

said mobile devices help them stay connected during a family emergency

90%

said devices help them coordinate family schedules 70%

stay connected

feel closer

more informed

feel safer

coordinate

parents priorities

Copyright © 2012 KnackMaster. All Rights Reserved. 18 Copyright © 2012 KnackMaster. All Rights Reserved. 18

3

1

2 provide training wheels

get to the point where player has conquer and achieve a real skill

get player into the game as quickly and easily as possible

scaffolding

pathway to mastery

onboarding


*Kevin Werbach, Univ. of Pennsylvania


make me care

make me a promise

make me wonder

all characters have a spine

change is fundamental

story telling has a roadmap

storytelling ted / andrew stanton


Technology

Are you ready to engage one fourth of the world?