© Game for Learning
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We are . . .
© Game for Learning
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Background Game for Learning designs and builds interactive, targeted
on-line and experiential games for learning, marketing,
product, brand promotion and marketing communications.
Officially established by the directors of Finance Media in
2007, Game for Learning is a small group of experienced
individuals drawn from diverse backgrounds including
financial services, technology, media design and
entertainment, together bringing over 30 years of learning
and visual communication, design, system design, and
games experience.
• we design engaging solutions for companies to
promote, amuse and communicate ideas to their
customers or employees
• through compelling “user-centric” experiences we
fulfil the subtle aggregation of user/player
information and user metrics
• we develop unique experiential games for learning,
education and enjoyment
We deliver games based on innovative and forward-looking
ideas. We regard engaged, open and creative thinking as
essential to the delivery of targeted customer-centric
solutions focused on combined user and business
relationships, so our digital game solutions are designed for
improved marketing and learning whether local or global.
For the participants or players, we aim to make the process
and experience of playing engaging, entertaining, fun,
rewarding and memorable. The games we create always
have learning elements, however broad, so we make them
both edifying and worthwhile to play. Our off-line games are
sociable and therefore offer other useful learning
experiences.
For clients we aim to provide marketing, learning and
“edutainment” solutions that are unique, integrated,
measurable and data acquisition focused.
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We help to match our clients’ requirements and objectives
through the process of co-operative and innovative thinking.
Through discussion and listening we understand and “learn”
our clients’ businesses and needs, in order to develop and
deliver high value, well supported solutions.
We have on-going partner-focused relationships with our
clients. We are also committed to good corporate
citizenship, and giving back to the community.
We
are
Game
for
Learning . . .
Are You?
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Principals
Graham Clark Founder and Managing Director
Graham's career spans more than twenty years. Originally,
he worked in the financial services industry in investment
banking and institutional sales with a number of global City
institutions including Citicorp, Scrimgeour Vickers, e-
signal/Futursource and AP Dow Jones Telerate.
In 1995, he established PC Quote Europe, the European
arm of NASDAQ-listed PC Quote Inc, a financial market
data provider recognised as one of the early and leading
entrants in providing and developing online financial
websites.
Four years later in 1999, he launched Finance Media, a web
technology company. The company originally developed,
designed and produced the first ever on-line stock trading
game, 'The Great Game' which is still running today.
The company was responsible for building and running a
number of financial websites, including the widely admired
PLUS Markets Group (formerly OFEX) who have been
clients since 1999 and the new Turquoise Trading website.
Under Graham's management, the company has also
designed and run on-line and off-line games for Royal &
Sun Alliance, Morgan Stanley, Dresdner Bank, E-financial
Careers, M6 TV and Comdirect as well as a number of
universities, schools and colleges in the UK and
internationally.
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Sarah Reed Creative Director
Sarah has over thirty years’ experience of design team
project development and management, in marketing
communications for national and global organisations in film,
events, and branding.
After selling, in 1985, the AV production company she set
up eight years earlier to the Saatchi Group, she spent seven
years as creative director at video production company
Triangle Two, producing a number of award-winning
marketing and documentary programmes in Britain and
Europe.
Known for her innovative creative thinking, since 1994, she
has worked on a wide range of marketing communications
for Orange plc over four years; film projects for British
Airways, an award-winning European motor show
experience for Opel GM, an award-winning 140-screen
experiential brand experience for Mercedes Benz, TV and
cinema commercials for Virgin Radio, and the renaming and
branding of the City investment bank, NUMIS Securities.
For the last three years, she has been responsible for
renaming and re-branding of the City market PLUS Markets
Group, and more recently, all their advertising as well.
During this time, she has also been developing an
intergenerational activity, Many Happy Returns which was
successfully launched in 2008.
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Case Studies
The Property Game - 2008 Game for Learning have developed an innovative and
fun to play on-line property game to teach players
about property investment. The game is currently
being rolled out with a number of partners
Called ‘The Property Game’ it is a short 5 minute
browser based game that is fun, compelling and
educational. The game presents a 3d rendered
visualisation of the UK and using a virtual fund players
can buy and sell property to build their portfolio.
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Case Studies
Morgan Stanley - 2007 Based around ‘Hunch’ we created a new experiential trading
game for Morgan Stanley.
The games aim was to offer players an interactive
experience of a typical trading floor environment while also
providing an intense and personal experience by presenting
key elements of a career in investment banking in a game
play environment.
Results The Morgan Stanley trading game forms a key element to
the company’s regular graduate recruitment road shows and
is also used in new recruit induction programmes.
Being easy to run and administer, while being complex,
challenging and exciting to play – the game has provided a
complete and memorable experience for both players and
the company alike.
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Case Studies
Hunch - 2006 In 2006, we created an “experiential” stock trading game
called 'Hunch’ which was the first of its type in this field.
Hunch as been principally developed for investment banks
to broadly demonstrate life on a trading floor and to help
talent-spot the potential skill bases of new interns – for
example, those with leadership, and well-developed
numeracy and team playing skills, and then help them
develop these skills by observing their performance and
behaviours.
Hunch gives players a feel of the experience of being in a
social pressure-pot environment like a trading floor while
also providing an intense and personal experience for the
participants.
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Case Studies
Dresdner Kleinwort Wasserstein
In 2003, we created the award-winning DrKW Webtrader, an
online stock trading game developed for the investment
bank specifically for university students in the UK and
across the world.
The project objectives
Initially, the objective was to find students with a trading
aptitude, but so successful was it that it became a marketing
tool for the bank to differentiate its offering on the University
“milk round”. The brief specified the need for it to be youthful
while business-like, and we worked with their designers to
deliver and fit the existing brand. As client Terrence Perrin
said, “we felt this would be an innovative way to encourage
students, perhaps with little or no knowledge of financial
markets to develop a taste for what is involved in a career
as a trader.”
The main objective was to promote the company’s graduate
recruitment programme, and several games were run over
36 months, and timed to coincide with the season for
recruiting summer interns.
Our strategy To make the game easier to play and encourage mainland
Europeans to buy UK stocks, we combined the share price
listings for the London, Paris and Frankfurt stock exchanges
to express them all in Euros - something that had never
been done before.
We built and ran the whole game, providing game support,
email marketing, data aggregation, and also built systems to
interrogate the data base.
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Results At the end of the first week, more than 1,100 fantasy traders
were trading fantasy portfolios, and DrKW gave away a first
prize of €10,000 and €5,000 to nine runners-up, for each
game, with prizes presented at several lunches at City
Rhodes.
The game was run for a number of years and during this
time, students from more than 120 worldwide universities
and colleges played the game.
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Case Studies Metropole Television (M6)
We developed a syndicated investment trading game
for the French equivalent of ITV, Metropole Television (M6),
for a target market of 18–35 year old professionals resident
in France.
The project objectives
Commissioned to develop a new and unique branded
fantasy trading game for the French market, we were asked
to host the game and manage all the delivery technologies.
The brief specified the need to work with and integrate the
co-sponsor partners’ (Comdirect and Mes Finance)
information, content and tools; and then to manage and
support the developed services. Co-managing ongoing e-
mail support and permissioned e-mail marketing campaigns
were also central to the requirements.
The main objective was to design the concept and deliver a
compelling French language stock fantasy trading game that
could be adopted across multiple delivery channels within
limited implementation and development time frames. The
branding and positioning of the game needed to appeal to
the target audience.
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Our strategy Working with M6, and co-coordinating the development with
M6 sponsor partners, we integrated the market data, and
partners’ on-line marketing tools. Development of the
proposition and concept was ongoing after the game was
launched, in order to maintain its freshness and appeal.
Results When Le Jeu De La Bourse was launched on-line, it ran for
nine months. During which time, and despite quite limited
marketing, the game attracted over 86,000 registered
players, averaged 20 page views per player, per day and
delivered over 800,000 targeted e-mails with co-branded
sponsor messages.
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Case Studies Royal & Sun Alliance We developed a private-label fantasy investment stock
trading game for Royal & Sun Alliance for a target market of
UK private investors.
The project objectives The game was designed to add value to the Royal & Sun
Alliance web site and to enhance its user content
aggregation. Royal & Sun Alliance CRM services were also
integrated with the game with on-line and e-mail marketing
channels, to enable cross-selling Royal & Sun Alliance
financial products. The project had three requirements. The
primary task was to develop and deliver a game that was
fully integrated with the company’s existing on-line
resources, working within the scope of the existing brand
and corporate identity. The game also had to provide
product enhancement and development for multiple channel
sales promotion, as well as technical integration with the
company’s own CRM and content publishing tools. Finally,
after launch, Royal & Sun Alliance required continuing
support, as well as further integration of user profiling and
tracking tools and management of the game.
Our strategy Working closely with Royal & Sun Alliance’s in-house
developers and external consultants we ensured the
cohesive development of the game with their applications,
meeting all compliance requirements and ensuring the full
inter-operation between Royal & Sun Alliance’s CRM
applications and the game.
Results Initially the game was to run formally on the Royal & Sun
Alliance more>than website for two years, between 2001
and 2003. At this time, Royal & Sun Alliance sold the
investment business in order to re-focus on their core
insurance products, so the game was discontinued.
During an independent appraisal by external management
consultants during the game’s operation it was valued as
one of the key marketing assets of the more>than website
proposition.
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