Forget about the spin and hype surrounding serious games in learning - here are the facts.

[UKPRwire, Tue Mar 13 2007] Its findings, the result of a market survey and around 25 full interviews with all key stake-holders across the supply chain, include the revelation that the majority of corporations, learning suppliers and established serious games suppliers foresee ‘learning games’ not only being adopted but becoming mainstream by 2012. Also a resounding 100% of corporations surveyed see the value of using games-based learning within their organizations.

These are just a few of the key findings in this report – facts only now revealed through the first primary research in this subject and findings that are critical to decision-making in the whole value chain: from investors, corporations, suppliers of learning content, tools suppliers and government agencies.

Attitudes are changing and understanding is deepening on the subject of using games techniques and technologies for learning within corporations, driven by key market and business conditions. These include: a changing staff profile - the MTV generation is being replaced by the ‘digital native’ generation – and the increasing complexity of the business landscape: compliancy, increase in knowledge-driven ‘initiative-taking’ roles, together with extended global reach and a need for simulating more complex systems.

Clive Shepherd, a well-known and respected practitioner and commentator in the field of learning has reviewed the report and said: ’ Serious games provide an important opportunity for learning and development professionals because they contribute to the type of learning that adults want, i.e. learning how rather than learning what. They provide opportunities for learners to experiment and to make mistakes without risk to life, limb or (most importantly for adults) ego.’

He added: ‘If you’re serious about serious games – and if you’re a supplier of learning solutions or someone who is responsible for implementing these within organisations – then this report, Corporate Learning Games in Europe, will undoubtedly be of value. The report is based on extensive research of the supply and demand ends of the market and succeeds in identifying the most important issues facing each of these. It clarifies what serious games really are, where they can be of value and what needs to happen if they are to become a reality.’

Lead analyst Martine Parry of publisher Apply Group said: ‘It has been an illuminating project and it was great to have Vaughan Waller on board with us as an associate analyst. Following our survey of the key players in this market, we adopted a 360 degree approach to our research to gauge the dynamics of the market now and make predictions to 2012. We invited for interview a number of heads of European training from the leading corporations, together with senior executives from learning suppliers, serious games developers and leisure games developers who fitted a profile of wanting to diversify their activities. Even for those who think they already know about this subject such as I did, the results are eye-opening.’

The report comprises 176 pages with 50+ figures and charts and is available as a pdf for £599 + vat or print version on application. Discounts are available for members of ANGILS and eLearning Network.

More information about the report and a free overview document is available at or directly from Martine Parry on ++ 44 (0) 7788 191252 or

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Martine has held senior positions in the knowledge, learning, games and IT industries for 20 years and has been involved with the key elements of serious games over that period.

She is Director Consulting at Apply Group, a leading marketing consultancy: She is also CEO of the not-for-profit serious games trade association ANGILS:

Over the last 10 years she has worked both within the learning industry (addressing corporations’ needs for ‘blended’ learning solutions - e.g Barlays Bank, Ford, NatWest) and has been active in the games industry (on projects across market analysis, conference production, PR and business development).

Her track record of market analysis for client reports includes the production of reports for: Video Arts, Sun Microsystems, Metrowerks (formerly a Motorola company) and Games Investor on market intelligence reports concerning mobile games and MMOs, amongst other areas. She produces similar market positioning-documents for individual clients.

Clive Shepherd MA FCIPD FlIT MCMI

Clive Shepherd is a consultant specialising in the application of technology to learning and communications at work. With more than twenty five years of experience in this field, Clive is acknowledged as a thought leader in the UK in all aspects of technology-assisted learning.

He was co-founder of both VPS Interactive and later Epic Group, which has for many years been one of Europe’s major developers of bespoke multimedia and e-learning. At Epic, Clive was responsible for many award-winning productions and headed up a division publishing games and edutainment. Epic became a public listed company in 1995.

Clive has an MA in Management Learning from Lancaster University, is a Fellow of both the Chartered Institute of Personnel and Development and the IITT, and is a Member of the Chartered Management Institute. In 2003 he received the Colin Corder Award for services to IT training, and in 2004 the award for Outstanding Contribution to the Training Industry at the World of Learning conference.

Clive’s writing on e-learning can be found in his books, e-books and more than 100 published articles. He is also a regular speaker at UK and international conferences.


Contact Name: Martine Parry

Contact Email:

Contact Phone: + + 44 (0) 7788 191252

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