Children and Video Games: An Industry Perspective
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Transcript of Children and Video Games: An Industry Perspective
© 2007 Mattel, Inc. All Rights Reserved. 1
Kathleen Kremer, Ph.D.Fisher-Price Play Laboratory
October 2010
Children and Video Games:
An Industry Perspective
© 2007 Mattel, Inc. All Rights Reserved. 2
Fisher-Price• Most popular brand of infant and preschool toys.• Focus is 0-6 year olds and their families• 81% of mothers in our target age have at least 12
Fisher-Price toys
© 2007 Mattel, Inc. All Rights Reserved. 3
Fisher-Price Play Laboratory
• Serve as Child Advocates and Design Partners
Testing/Research Content Expertise(child development,education, game play,interface, ergonomics)
• Over 4,500 children and 1,500 parents per year
• Hundreds of products
© 2007 Mattel, Inc. All Rights Reserved. 4
© 2007 Mattel, Inc. All Rights Reserved. 5
WHAT WORKS (Happy Kids)
© 2007 Mattel, Inc. All Rights Reserved. 6
WHAT WORKS (Happy Kids)
WHAT DOESN’T WORK (Unhappy Kids)
© 2007 Mattel, Inc. All Rights Reserved. 7
Some Thoughts
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1. Realize It’s Not Just “Video Games”
• Traditional: consoles, handheld gaming devices, (sometimes) computers
© 2007 Mattel, Inc. All Rights Reserved. 9
• New Reality: “blurred” boundaries
Toys/Physical Play Video Games
Video Games Toys/Physical Play
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2. Adopt a Lifespan Approach
• Digital play increasingly starts before preschool
© 2007 Mattel, Inc. All Rights Reserved. 11
• … and extends to seniors
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3. Explore Design Elements • Need more research on how specifically to design games for transfer (e.g., game elements)
Academia Industry
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4. Include the Social Context
• Even solitary digital play is inherently social.
• Children learn from each other (not just from the game).
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• Design for social interactions (e.g., cooperation, competition, sharing).
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5. Keep in Mind Individual Differences
Gaming Experience/Skills
Content Knowledge
Learning Styles/Preferences
Motivation/Interests
Attitudes and Behaviors Gender
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• Designing for individual differences is one of the biggest challenges
4-yr-oldnovice
4-yr-oldexpert
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6. The “Magical Formula” for transfer
Digital Interactivity
EducationalContent
is not sufficient
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6. The “Magical Formula” for transfer
Digital Interactivity
Educational Content Engagement
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• Transfer requires engagement
- Immediately accessible
- Continuously motivating
- Tech not just for “tech sake”
© 2007 Mattel, Inc. All Rights Reserved. 20