Post on 30-Nov-2014
description
Top 10 Things You Need to
Know to PlayBig J. Alison Bryant, Ph.D.
Getting ahead in the race
Our Top 10 PlayBig Ideas for 2013
1. Develop for flexibility and adaptability 2. Consider multi-screen experiences 3. Understand what “value” means for kids (and parents), and
how it is changing 4. Don’t runaway from education (even with older kids) 5. Give the child agency in the experience 6. Mix intrinsic and extrinsic motivations 7. Consider social-emotional learning 8. Don’t ignore key secondary audiences and markets 9. Have imagination and adaptability when it comes to business
models and monetization 10. Keep in mind “doing good” and “doing well” 11. Make sure to put the child’s experience first!
1.�Develop for flexibility �
& adaptability
PLAY in 2010
Oh how times change…in three years!
• iPad 1 is released
• iPod Touch is the kids’ choice for mobile play
• Hot virtual worlds:
o Poptropica o Buildabearville o Club Penguin o Free Realms
• Hottest video game: Super Mario Galaxy
• Play is about collecting, customization, and mini-games
• Tablets are in over 50% of households with kids (U.S.)
• Tablets are the choice for mobile play
• Hot virtual worlds: o Moshi Monsters o Minecraft o Roblox o Club Penguin
• Hottest video game: Skylanders
• Play is about creativity, collecting with a purpose, and replayability
PLAY in 2013
Mobile Tech Timeline
2013 2012 2011 2010 2009 2008 2007
Gen 4
Android smartphones
3% globally Android smartphones
64% globally
Gen 1
Gen 1
Gen 5 Gen 1
Gen 1
About 1/4 of U.S. households with kids
have a tablet or ereader Over 1/2 of U.S.
households with kids have a tablet or ereader
Gen 1
Android tablets overtake iOS in global shipments
Gen 1
We’re seeing smaller “tech generations”
Younger kids lean toward tablet use, whereas older kids are more computer
and gaming system oriented.
Source: PlayScience, Global Gaming Generations study – includes U.S., Mexico, Germany, China (2013)
2.�Consider multi-screen
experiences
There is (untapped) potential for second screens, but this is not your parents’ experience
84% of parents would be interested in playing
asynchronous, cooperaGve games with their kids
Sources: NPD, PlayScience “Mobile Playgrounds” (2011)
Households with kids own an average of 10 devices including
smartphones, TVs, game systems and laptops – and toddler homes have more
devices than kids 6+
3.�Understand
what “value” means for
kids & parents �
(& how it’s changing)
The Golden Rules
1. Make my life easier. 2. Make my kids happy.
Education brings value • 60% of parents feel “guilty” just handing over a tablet or
smartphone to their kids (compare to 15% with books) – But having educational apps alleviates that guilt (only 42% of
those with 10+ educaGonal apps feel that way)
• The ebook category has more value than the app category – Parents say they pay an average of $1.75 more per ebook than what
they are willing to pay for apps. – They are also willing to pay about $3 more for ebooks for older kids
(10-‐13s)
Source: PlayScience, Digital Book World E-reading Study (2013), Ruckus Reader Study
But the definition of �“educational” value is changing
22%
4%
25%
66%
18%
73% 74%
29%
81%
18%
So, what makes an app educational for parents?
1. Promotes problem solving skills 2. Encourages creativity 3. Teaches topics in a subject area 4. Focus on specific skills
Core 21st Century Skills Subject area focus
Source: PlayScience, Ruckus Reader Study
4.�Don’t run away from education
Audience Pop Quiz��
What is the #3 Family & Youth website for 6-14s over the last
12 months (UVs, according to comScore)?�
Answer: CoolMath Bonus: The daily
time spent is 58 minutes!
Bonus: Most of the
time spent is in school
5.�Give the child agency
in the experience
Kids make their own play �(no matter what you do)
So empower them to PLAY"
“Make it theirs, not yours”
– Lane Merrifield
Kids as makers
MaKey MaKey
6.�Mix
extrinsic & intrinsic
motivation
Gamification is not a panacea…
Gamification can help with short-term engagement, but is not a long-term solution"
Intrinsic Motivation
Extrinsic Motivation
…but game elements do have their place • This is a generaGon who has grown up with “leveling up,” and the
noGon of meeGng new challenges as you go along – But this also means that it is a generaGon that assumes personalizaGon
• Games are great at visually showing progress, and giving instant feedback – For educaGonal games, giving kids a “learning posiGoning system” (LPS) as
they play helps them orient
• Games are a great way to informally assess without “tesGng”
7.�Consider social-
emotional learning
We have an opportunity in social-emotional learning
And, for the record, being able to chat doesn’t mean that kids are learning how to communicate."
Although a critical developmental skill, and often covered in kids’ TV programming, gaming tends to ignore socio-emotional skills."
That said, the contexts of casual games offer
opportunities for socio-emotional learning."
8.�Don’t ignore
key secondary
audiences and markets
Dads Are More Willing to Pony Up
Additional Source: PlayScience. (2011). “Mobile Playgrounds.”
Dads have more say in tech and gaming purchases than
in other categories. Dads spend almost 50¢ more
per smartphone app, and 75¢ more per tablet app.
Dads are particularly interested in apps that teach science,
history, and foreign languages
Grandparents’ role is increasing in importance
This is for both the day-to-day functioning of the family unit, but also with regard to kids’ entertainment.
3 in every 10 adults is a
grandparent."
The grandparent population is larger
than either the African American
or Hispanic"Population."
The median ages for becoming a
grandparent are 50 (W) and 54 (M)." Grandparents
control the majority of finacial
assets today."
Grandparent spending on their
grandkids has grown 7.6% every year since 2000."
Source: Grandparents.com (2009). The Grandparent Economy.
Grandparents make 45% of
nonprofit donations"
Grandparents account for 42% of all spending
on gifts."
7.3"
12.6"
10.7"
9.1"
6.7"
15"
16.1"
1.4"
45-54"
55-64"
65-74"
75-84"
2020" 2010"
3-Generation Households (MMs)"
Source: MetLife Mature American Report (2011)
GP Age
9.�Have
imagination and
adaptability when it comes
to business models and
monetization
90% of iOS apps are now free to download – up from 84% a year ago. Another 6% cost $0.99.
Source: Flurry (2013)
Things continue to be tough in the app department…
There is nothing inherently “wrong” with freemium for kids, but
what are best pracGces in the kids’ space?
The rise of the “app brand” may be more important in the kids
space than anywhere else
...but we have new models to explore
The “physical” still holds considerable value
Gifts "
Active Play"
Books "vs. eBooks"
Grandparents"
Digital is additive to physical �(and vice versa)
Source: NPD Kids and Entertainment Content
$0.21 of every entertainment dollar for kids
is digital"(up from $0.15
a couple of years ago)!"
32
Case Study: Box of Awesome Create the new Box of Awesome!
10.�Keep in mind
“doing good” and “doing well”
This generation wants to be empowered to help • They are opGmisGc and soluGon-‐oriented.
• They are significantly more likely to be impacted by cause markeGng and by being able to “do good.”
• They consider themselves “acGvists,” but their biggest frustraGon is lacking the self-‐efficacy to create or impact change.
2/3 feel that they are more moGvated by issues than previous
generaGons
The feel like they “own” green issues, but are newly concerned
about economic ones
They overindex on all social and environmental
issues
Source: 1: Resonate Networks (U.S.), 2010; 2: Pivot Conference/Extra Mile Research (U.S.), 2010; Nickelodeon (U.S.), 2008
The stages of making a difference
These initiatives that prompt action, unfortunately often skip over the knowing/caring phases.
I know about it
I care about it
I do something
about it
I am committed
to it
I own it
And a BONUS!��
11.�Make sure to put
the child’s experience first!
We like to tackle monster
questions!
Let’s Play!
J. Alison Bryant alison@playcollecGve.com www.playcollecGve.com www.playsciencelab.com www.letsplaylab.com
Sign up for LabNotes @
playsciencelab.com/labnotes/