1. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement GaLA Game and Learning Alliance The European Network of Excellence on Serious Games WP4: Industry and Stakeholder Engagement UPS, SGI, ATOS, COVUNI, Playgen, INESC- ID, ORT France, UNOTT, BIBA, AAU, CYNTELIX, POLIMI, ETH Zurich 1 Thierry Nabeth, ATOSJannicke Baalsrud Hauge, BIBA

2. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Table of content What is ”WP4” about? –Role, objectives, scope, –Approaches, activities Work conducted and outputs in the first period –Task 4.1: D 4.1 Market and value chain analyses 1 Presentation Findings –Task 4.5: D 4.5 Annual report on technology transfer Presentation Findings Task 4.5: Community building: a preview Conclusion –Summary of the situation, Future work 2

3. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement WHAT IS ”WP4 INDUSTRY AND STAKEHOLDER ENGAGEMENT” ABOUT? Role & Objectives Scope Approach 3

4. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement WP4: Looking at the Business Dimension of SGs The role of WP4 -Industry and Stakeholder Engagement is about: DoW: “This WP will build at EU level a rational and systematic corpus of knowledge, tools, practices, communication channels and activities to support business exploitation and technology transfer in Serious gaming.” 4 Looking at the Business dimension of Serious Games

5. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement I.e. bringing serious games into the Market 5 Marketing Value chainBusiness models Business networking Technology transfer IPR From: Systems (designed by engineers & educators) To: Products & services (offered to end users)

6. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement WP4 tasks T4.1: Developping an understanding of the Serious Games Market –Market analysis, value chain, etc. T4.2: Undertanding the transfer of technology from the ‘research labs’ to the ‘industry’ –Processes, benchmarking, networking, IPR, etc. T4.3: Organizing knowledge transfer via exchange of personnel –Mobility programme (stages, internships. Selection via a competition). T4.4: Understanding the Business & entrepreneurship dimension –Business models, business planing, T4.5: Community building –Setting-up and managing (based on the VLE) a Serious Game community. –Establishing and executing a social media strategy 6

7. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement WP4 tools & activities The work conducted in WP4 will as much as possible try to make use of the collective intelligence of GaLA to collect and analyse material and expertise. Activities to be conducted: Inventory of business expertise in GaLA, and of interest. Bibliographical analysis (i.e. identification of market research, etc.) Data collection and analysis (e.g. inventory of serious games) Surveys and expert interviews Mini-case studies, business planing, benchmarking Elaboration of guidelines & analyses Establishment of a mobility programme & competition Community management & social media management 7

8. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Deliv. Tasks WP WP4 4.1: market and value chain analyses Market & value chain analyses 4.2: technology transfer and exchange Technology transfer report 4.3: research business exchange University business exchange 4.4: Business modelling & implementation Business modelling & implementation reports 4.5 Industry stakeholder community building Stakeholder community reports 8 Technology survey, target consumers, marketing strategies, stakeholders Case studies IPR guidelines Calls for internship & mobility, prize winning competitions Business models for SG uptake Online stakeholder community Exchange mechanism, best practices,

9. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Time tables Task 4.1 Task 4.2 Task 4.3 Task 4.4 Task 4.5 WP4 STARTEND M9: 1 st market and value chain analysis M12: 1 st Technology transfer report M20: 1 st Stakeholder community report M21: 1 st business modelling report »4 tasks, 18 deliverables, 4 milestones

10. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement WORK CONDUCTED AND OUTPUTS IN THE FIRST PERIOD Focus in this first period Task 4.1: D 4.1 Market and value chain analyses 1 Task 4.5: D 4.5 Annual report on technology transfer 1 10

11. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Scope of WP4 in the first period WP4 will produce during the life of the project one report for each of the task, that will have different iterations. The objective of the work in this first period is therefore aimed setting-up solide foundations for the upcoming work. The deliverable (D4.1 & D4.5) will focus on: The methodological dimension –Determining and describing the instruments (tools, data, network) that can be used to inform the work conducted in Wp4. A first identification of material & expertise available in (and out of) the GaLA network & first community building –Making an inventory of competence, and interest for the subject. The elaboration of a first draft of the report –Note: No survey will be conducted in this first version. 11

12. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement TASK 4.1 MARKET ANALYSIS AND TAXONOMY VALUE CHAIN ANALYSIS ATOS, AAU, SGI, ETHZ 12

13. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Deliverable 4.1 First version of the market and value chain analyses –(4 iterations in total) Objective: study the market settings of Serious Games –First iteration: setting the foundations More specifically: –Define the scope and the limits of del 4.1 –Methodology –Definition & first classifications –Market analysis –Value chain analysis –Strategic analysis & Conclusion Note: This is a public deliverable that can be read by a large audience. Beyond GaLA! 13

14. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Scope of D4.1 The scope of this first version is to set-up solid foundations for the future versions such as: -Methodology of the work (instruments, etc.) -Brief common understanding of the concepts, Identification of the mains types of taxonomies -Identification of the first pertinent questions / areas worth to be investigated Limits –The advanced versions will not include input from external agents. But it will include their (partial) identification. Future versions –Future versions will also contain more quantitative information about costs, value, etc 14

15. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1 Methodology Methodology –how the data is to be collected and the analysis conducted by mobilizing the collective intelligence of the network. –Identification of the tools (bibliography, surveys, brainstorming, collaborative tools & process, etc.) –Description of some more global process (e.g. how the taxonomies are constructed) –Identification of the methods used for the analysis and their limitation –Identification of the groups to be involved. Future versions –Will provide an evaluation of this methodology (lesson learned), and will lead to an update of the methodology 15

16. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1 Definition & first classification Definition –briefly outlines the domain of serious games –How SG articulate & compare with other related areas such as e-learning or gaming –provides definition of some of the more important concepts Classifications & taxonomies –presents a first classification of the domain such as: Areas Actors (stakeholders) Etc. 16

17. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Market Analysis and Taxonomy 17

18. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1 Market analysis Key numbers and facts –Size of the market –Growth of the market –Cost of a games –Main segments –Competition classroom? e-learning? –Main actors (and balance of power) Who pay and who decide –Needs and perception by the final users –Barriers (cost?) and opportunities (generation Y?) 18

19. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1 Value chain analysis Current value chain: Where the value is created in this sector? How are the different actors articulated? … and proposes a brief introduction of business models (including the less traditional ones). Outlook and trends: New models (clouds, mobile, social, delivered as a service, not for profit games, freemium) 19

20. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1 Strategic point of view identifying the key challenges and opportunities –Growth of the market? –Arrival of the Y generation? –Competition from other learning methods? (including the classroom) spotting long term trends. –SGs on the Cloud? –Mobile serious gaming? –Social gaming? 20

21. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1: Identifying Business Competences 21 PartnerCategory (academic, industrial, etc.) ExpertiseComment (for instance) Serious games specialists Coventry University. The Serious Games Institute Centre of excellenceHas a lot of experience on serious gaming and a global understanding of the sector Note: In 2006, Coventry University authored a report on the market of serious games. (cf Appendix) “ Carol I ” National Defence University, Advanced Distributed Learning Department (MAN) Research LabHas some expertise in the application of serious gaming to the Military sector. Users of serious games CEDEPTraining institutionThe use of serious games for providing corporate training ORT France (ORT) Training institutionProviding training on a large scale.

22. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1: Serious games. Business dimension 22 Template used to describe a game - Developer: - Year of release: - Target audience: - Educational objective: - Main Competence Categories: - Taxonomy Concepts: - Web page: - Platform: - Description: - Business related items to be added?

23. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement D4.1: Serious games. Pertinent questions? 23 Relevant questions and areas to look at? Articulation between serious games and e-learning & offline training? With whom the SGs actors are competing with? Not for profit games? (financed by NGOs and governmental organizations) Looking at the sector of social & mobile serious games (business perspective) SGs in Training programmes (e.g. business schools). …

24. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement TASK4.2- TECHNOLOGY TRANSFER AND EXCHANGE Jannicke Baalsrud Hauge, BIBA 24

25. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Task 4.2 -Objectives Technology transfer from research community to the market Transfer and exchange of newly developed technologies and games So that the industry can take these to the market Based on the analysis in task 4.1 Important: This task is not developing the games, it supports technology transfer patent guidelines, IPR, affiliation grouping are very important topics 25

26. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement First activites T4.2 will provide necessary services: organize benchmarking and competitions aimed at assessing and rewarding innovation in industries and SMEs; report on feasibility, case studies, success stories. Collect ideas on relevant games Overview of interested companies Planning of workshops and contributions to fairs 26

27. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Contribution to and from other WPs Depends upon the input from task 4.1 market analysis and 4.5 community building(will also deliver to) WP2 (TC) WP3 (SIGs) WP5 (Education) WP7 (corporate training)- esp. Companies etc. WP8 (The services, using the social network tools, SGLL for the technolgy transfer) WP 9 Dissemination ( common booth, etc.) 27

28. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Focus of the first annual report Describe the barriers for technology transfer and up- take( from a user, producer and service provider perspective) Discus the challenges and an apporach to overcome the challenges and barriers Define channels we will use to transfer knowledge: –Connection to dissemintation (booth etc, ) –SG LL, –VRE –Possibilities within WP 7 and 9 28

29. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Cont. Analysis of the games collected in WP 3 –Potential of transfer –IPR rights – instruments and mechnisms supporting the transfer Analysis of WP7 questionnaire results Important This is not about exploitation of specific games, it is more about the general problem 29

30. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement TASK 4.5 INDUSTRY AND STAKEHOLDERS COMMUNITY BUILDING ATOS 30

31. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Task 4.5: Community building Timing: focus of second half of this year –Benchmarking –Participation (including identity management, engagement) –Community (& social media) management VRE / first version –Wiki –Internal Social network –Examples to look at: AMI@Work on-line CommunitiesAMI@Work on-line Communities Social media strategy –On Facebook –On Twitter –Examples to look at: Stellar on Facebook (Technology Enhanced Learning), GamesForChange on FacebookTechnology Enhanced LearningGamesForChange 31

32. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Task 4.5 Timing: focus of second half of this year In progress: promoting a survey inside the network to map stakeholder groups (also related to work in task 4.1) Discussion: multiple “GaLA communities”GaLA communities –Research community, End-user clusters, Universities, corporations, stakeholders, etc –How can these communities be connected? –How do we avoid or manage overlaps? –How do we create a unified message? 32

33. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement “GaLA Communities”: Challenges Multiple “GaLA communities” –Research community, End-user clusters, Universities, corporations, stakeholders, etc, coming from different WPs Risk: segmentation rather than integration –How can these communities be connected? –How do we avoid or manage overlaps? –How do we create a unified message? Benefit: cross-talk and collaboration –Identify needs, interests and concerns (stakeholder mapping) –Establish adequate structures and mechanisms for exchange (task 4.2) –Provide tools and incentives for dialogue and collaboration (task 4.5 and VRE) 33

34. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Conclusion ATOS 34

35. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement GaLA WP4 Needs YOU WP4 was on standby. WP4 is now back to life … and ready to rock again!!! “Lets sit down in Bremen and revitalize the WP4.” Poul Henrik Kyvsgaard Hansen « I fully support the revitalization of WP4 and will very much like to take part in work and discussions again after Bremen. » Mikkel Lucas Overby But we need your participation: For collecting your input (all GaLA!). (what can you bring in relation to Business dimension. What can it bring to you). Identification of some contact persons for partners in the WP4 such as: UPS, Playgen, UNOTT, Cyntelix and POLIMI 35

36. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement Logistics Collaboration tools: The Gala Wiki Collaboration tools: GoogleDocs? MS word reviewing? Document Repository: GaLA management interface Mailing list: ‘wp04@galanoe.eu‘ (for notifications) 36

37. Bremen 19-21 September 2011 European Commission Information Society and Media WP4: Industry and Stakeholder Engagement THANK YOU! 37