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    

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