the great sweet-shop in the sky david squire creative director, desq [email protected]
TRANSCRIPT
"We don't stop playing because we grow old. We grow old because we stop playing." - Oliver Wendell Holmes
The Great Sweet-Shop in the Skye-content: mixed messages and mixed media
> Mixed Messages: e-learning
> When media is the big idea
> Mixed Media: PlayStation generation
Mixed Messages: e-learning
CBT Industry
Old school
CBT
educational software
eContent Industry
Nu school
Edu-tainment
Leisure software (games) Learning
focussed
Training
Design focussed
Gameplay
Mixed Messages: e-learning
CBT Industry
Government funding
Not for profit
Co-operative
Research-led
HTML
eContent Industry
Publisher/VC funded
Commercial
Competitive
Market-led
Flash/shockwave
Immerse/experience Inform/Present
‘rich interactive experiences’+‘exciting and enjoyable’ ‘engaging and relevant’+‘activity based’+‘accessible’ ‘appropriate audio, animation & graphics’+‘game-play’
want
need‘Bite-sized learning’+‘learning objects’+‘accessibility standards compliant (W3C WAI, Bobby)’+‘IMS compliant’ ‘hardware minimum specs’+‘dial-up’+‘content interworking’ ‘mapped to curriculum’+’content portability’+interoperability
‘game-play’ ‘learning lara croft’ ‘educational big-brother’aspire
Mixed Messages: e-learning
Channel 4Learning
GridClub: Bafta award winning interactive edutainment & co-branded TV/interactive features.
When media is the big idea
Channel 4's multi-media service to schools
Support for Channel 4's adult educational programme
Adult interactive learning
BBC Digital Curriculum£150 million from its licence fee income on the project over the next five years.
“Interactive digital technology has the power to make a huge difference to the way we learn.”
“Our aim is to rise to the challenge of the PlayStation generation by making children’s content that is as compelling and personal as the computer games children adore.” Greg Dreg, DG BBC, Nov 1999
When media is the big idea
Guardian Education Interactive Ltd
Learn.co.uk
Online lessons & tests
Revision materials
Teaching resources based on the vast Guardian archive.
When media is the big idea
Granada Learning
Anglia Campus
Learnwise MLE
Letts Educational materials
Pearson Education
When media is the big idea
Consoles (PS1; PS2; Dreamcast; X-Box; N64; GameCube)
Handhelds (Gameboy; Gameboy Advance)
PC/Mac
iDTV games channels (Jambon, 2WayTV)
Mobiles
Mixed Media: PlayStation generation
From Transforming The Way We Learn (DfES)
76%
64%
88%
71%
36%
73% of 7-29 year olds have played computer games
In the USA sales of games outnumber sales of books
"Adults, Not Kids, Now Dominate Computer-Game Market." (The Wall Street Journal April 28. 2000)
Mixed Media: PlayStation generation
Old school: predominantly male, with console gamers 14-25, PC gamers 18-30
Nu school: The N-generation/Wired-generation – more gender balanced, greater age range, as the PlayStation-generation grow up & get jobs.
Demographic for PlayStation proved to be 29-year-old males.
PS2 & Xbox aimed at late-20 and 30-something consumer
Sony wants PS2 to appeal to non-games players: entertainment unit with DVD & Internet.
Mixed Media: PlayStation generation