Video Games Entertain and Educate

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Positively Profitable

Rusel DeMaria, in his new book Reset: Changing the Way We Look at Video Games (Berrett-Koehler Publishers, 2007), further analyzes the phenomenon of learning from video games. In this heavily researched book, DeMaria provides details on theories of human play, combining them with research on modern learning habits to identify how and why video games can generate such effective learning environments.

DeMaria's analysis breaks down the learning power of games into five interrelating components: motivation, immersion, identification, interactivity, and choice. These five factors combine uniquely in video games—more so, arguably, than in books, lectures, or educational videos. And players want to engage with games—and potentially learn from them—because of the feedback, in the form of scores, or even through interaction with other characters, which provides motivation. Graphics, sounds, and overall ambience immerse players. Immersion, engagement, feedback—these are all aspects of good learning environments. Finally, DeMaria asserts that games can teach players to model complex systems and learn behaviors, languages, skills, and ideas. How's that for a potential sales, or other employee, training tool?

All of this is terrific in theory. But are the people who make games willing to put the "positive benefit" model into action? The answer seems to be yes.

Recently, I found myself in an ongoing e-mail discussion started by Rusel DeMaria, which also included some other industry veterans. We discussed whether positive benefit games could also be profitable. Bing Gordon, chief creative officer of Electronic Arts, cited EA games that he believes have taught and inspired people, including SimCity, which has the potential to inspire budding architects "in the way blocks once inspired Frank Lloyd Wright." In other words, just as blocks were toys to future builders but also taught them how to simulate future architectural models, so, too, does SimCity potentially influence future generations' career paths. To Gordon, the positive benefit approach can only broaden the market and increase the value of gaming. The Sims franchise, after all, has sold more than 50 million copies to date.

Business Meets Pleasure

We shouldn't forget that EA is already focusing on positive benefit games. The Sims franchise includes expansion packs such as The Sims 2: Open for Business, which teaches players how to create and operate their own businesses, via simulation. And last year, EA announced it would provide Sims graphics to Carnegie Mellon University for use in an educational software program (sponsored in part by EA) that teaches children the basics of computer programming (see BusinessWeek.com, 11/7/06, "Can The Sims Make Programming Cool Again?"). But it's certainly not the only firm exploring this area.

In the same round of e-mails, Chris Taylor, chief executive of Redmond (Wash.) company Gas Powered Games, which makes the popular Dungeon Siege titles, chimed in on whether games that promote positive values, or that teach or inspire players, are a viable business proposition. "Yes, I [think they are]," he said. "In fact, I think this is exactly what the market is looking for, and sadly, if you check the shelves today, you won't find much to scratch that itch." So why is such a model good business? Taylor's answer: "It's not about what the developer or publisher wants; it's what the customer wants." It will be interesting to see what Gas Powered Games does in coming years to address this.

But the message seems clear: If it's what the customer wants—and The Sims' sales alone seem pretty persuasive that it is—then it's good business, too.

A 25-year video game industry veteran, Perry is the chief creative officer of Acclaim Games and the founder of GameInvestors.com (which helps developers find funding for their games). Perry sits on the advisory boards of the Game Developers Conference, the Hollywood & Games Conference, the Gamers Expo, and Westwood College.