1. Serious Games på den internationale scene og Danmarks potentiale PhD, Cand. Psych. Simon Egenfeldt-Nielsen Assistant Professor IT-University Copenhagen CEO Serious Games Interactive 27. May 2010 Innogate sen@seriousgames.dk +45 40 10 79 69

2. Denmark: Losing or winning… A bit similar state to the games industry Interesting research, good brand name & some known companies However, we have not really moved forward the last years Lacking a real locomotive to push forward Recent funding initiatives on Serious Games: South-Korea Singapore United Kingdom France United States Research initiatives (few selected) Noe SGI PlayMancer SIREN Enercities CrisWare Global Serious Games…..

3. Little big Denmark… Geographic: Home market vs. int. market Sector: Health, military, education, advertising, museums, visualisation, architecture, ngos. Target groups: Adults, children, teens, elders, girls, handicaps. Platform: Online, mobile, consoles, tablets, installations. Business approach: Work-for-hire, subscription, ads, digital, retail etc.

4. Denmark: What we have.. Strong tradition for play and learning A more problem-oriented and informal learning culture A more mature understanding of games A good learning & gaming brand A strong brand for children and learning What we really lack Big Players Funding Commercial sense Marketing knowledge Realistic ambitions

5. What lies ahead… Consolidations in companies (happening in UK/US) (ie. Caspian learning, Virtual Heroes and PixeLearning) More established channels Better praxis & knowledge with ‘buyers’ Globalization of products Even more target groups Even more areas of applications 3D plug-ins becomes industry standard Devices will be key to open new markets (touch screen)

6. Where to go…. >> Niche vs. main stream >> Little fish vs. big fish >> Upcoming platforms vs. established platforms >> New markets vs. mature markets Do you want to be global or local…? International market The Home Market

7. Contact info Company details Serious Games Interactive Griffenfeldsgade 7A, 4. floor DK - 2200 Copenhagen N www.seriousgames.dk My details: Simon Egenfeldt-Nielsen sen@seriousgames.dk | +45 40 10 79 69 www.egenfeldt.eu © Serious Games Interactive