2. We bring together
the heart of the creator,
the mind of the researcher,
and the soul of the consumer,
to bring about groundbreaking play
and entertainment products
for kids and families.
3.
4. The Golden Rules
1. Ma ke my li fe ea sier.
2. Ma ke my kids h appy.
5. What provides “value?”
Learning/ Together
Creativity" Time"
Replay/"
Intuitive"
Reuse"
Brands/
Communication"
Characters"
Multi-child Safe/"
Use" Ad-Free"
6.
7. Gaming has value!
45%
84%
of
parents
would
70%
of
parents
think
of
parents
play
be
interested
in
that
playing
with
their
computer/video
playing
kids
on
mobile
games
with
their
asynchronous,
devices
helps
their
kids
every
week
coopera9ve
games
development
(é
from
36%
in
2007)
with
their
kids
Sources:
PlayScience
“Mobile
Playgrounds”
(2011)
&
“Ruckus
Reader”
survey
(2012);
ESA
“Essen9al
Facts”
(2011)
8. Kids want to spend time with family and friends
Spend time with your friends in person 30% 17% 47%
Spend time with your family in person 20% 19% 39%
Play video games 18% 16% 34%
Watch television 15% 22% 37%
Play a game on your computer 8% 13% 21%
Spend time with your friends online 6% 10% 16%
Read or look through magazines 2% 4% 6%
First Second Top 2 Choices
Source:
Nickelodeon
&
StarCom
Project
2008
9. Together Time & Time Alone
Parents and kids want both things to do together AND things to do alone. In either
case, the technology has to work for them.
If itʼs coplay, give us something
to actually do together!"
If itʼs for my child, make sure
they can do it alone."
10.
11. Families with kids overindex on every type of media
They also tend to be earlier on the adoption curve, especially for technologies that can
be used by multiple family members or are seen as educational.
About ¾ of U.S. families have at least one “smart” mobile device in their home
(and most have more). Of those that have at least one, here is the breakdown: "
12. Tech & entertainment purchases are impacted by siblings
Products generally have a
longer use life for older
siblings than younger
ones; and households with
siblings generally “age up”
their media use quicker.
Products that can be used
for multiple kids (in age-
appropriate ways) have
considerable value for
multi-child households.
13. Digital Dads
This generation of Dads
Dads play a more active
more involved in family
role in technology and
media, especially when
media purchase
it comes to newer
decisions for the family.
technologies.
Dads are also more
Today’s Dads are highly
likely to spend more on
engaged in social
technology-related
media, and Millennial
items. They spend
Dads even have more
$0.45 more for iPhone
friends online than
apps and $0.75 more for
Millennial Moms.
iPad apps than Moms.
And they like to be spoken to as Dads.
14.
15. The family (gaming) dollar
The
fastest
gaming
Families
spend
5x
growth
segment
is
more
on
physical
preschoolers
games
than
apps
(é
17%
since
2009)
Kids
comprise
44%
91%
of
U.S.
kids
of
new
physical
2-‐17
are
gaming
so^ware
dollar
(é
from
82%
in
2009)
sales
The
families
&
tech
space
is
a
$2.1
TRILLION
market
Sources:
NPD
“Kids
&
Gaming”
(2011),
500
Startups,
2012
16. The economies of access
It’s getting bigger… …and smaller
• The price of large-screen • 2/3 of all phones
TVs continues to drop purchased now are smart
dramatically phones
• 80% of TVs shipped by • Tablet ownership expected
2015 will be connected to increase by 200%
(currently about 1/3) across the U.S. and
Western Europe over the
next two years
17.
18. Grandparents’ role is increasing in importance
This is for both the day-to-day functioning
of the family unit, but also with regard to
3 in every 10
kids’ entertainment.
adults is a
The median ages grandparent."
for becoming a
grandparent are 50
3-Generation Households (W) and 54 (M)."
Grandparents
(MMs)" control the
majority of finacial
1.4" assets today."
75-84" 9.1" The grandparent
population is larger
65-74" 16.1" than either the Grandparent
10.7" African American
GP Age
spending on their
15" or Hispanic" grandkids has
55-64" 12.6" Population." grown 7.6% every
year since 2000."
45-54" 6.7"
7.3" Grandparents
2020" 2010" make 45% of Grandparents
nonprofit account for 42%
donations" of all spending
on gifts."
Source: MetLife Mature American Report (2011)
Source: Grandparents.com (2009). The Grandparent Economy.
19. What grandparents want from technology
• Co-play experiences
• Special/unique experiences
• More consistent communication
• Tangible gifts (even for digital items)
• Information/Marketing that speaks to
them (as grandparents)
• Educational experiences
20. Grandparents are fast adopters of new platforms
They are not the first adopters, but they catch up quickly.
23. The FUNdamentals of Family Game Design
Accessible
User-‐friendly
Pladorm
Interface
(If
you
have
to
(2
to
92)
explain
it,
it’s
wrong)
Conscious
inclusion
of
family
experience
Think
about
Remember
that
family
as
both
social
gaming
for
nuclear
and
kids
means
family
extended
gaming
26. Thank You!
NOTE: The ridiculously
adorable “gamified”
photos of the sisters in
this deck are from Jason
Lee: jwlphotography.com
Let’s
Play!
J.
Alison
Bryant
alison@playsciencelab.com
www.playsciencelab.com
Sign
up
for
LabNotes
@
playsciencelab.com/labnotes/
