Spotlighting the Best Marinnovations™ in Education
By Michael Leifer, CEO Guerilla PR / Ecodads
Given that the Digital Education Industry Market Size is approximately worth $51.5 Billion, (according to the Ambient Insight Research) and that “Gamification” processes are effectively being used by the corporate world to train employees at Apple, Oracle, Twitter, Salesforce and other large firms, it seemed worth exploring if any local companies were focused on this nexus.
So, I attended a nearby BASN (Bay Area Startup Network) and US Angel Investors and met David Mandel, a very successful serial entrepreneur and seed investor, who had launched an exciting new education start-up called ChangeMyPath. He introduced to his CEO and fellow Board Member Zack Karlsson, with whom I conducted the below interview.
Michael: What’s your background in the video game business?
Zack: I’ve been in the industry for about 15 years starting out at the bottom as a Game Master for EverQuest and worked my way up to VP at Capcom (market cap $1.2B) and have held senior positions at independent developers like Double Fine and big gaming industry publishers like Namco. By trade, I’m a Business Development guy. I’ve built a career on being a games guy on the business side of things.
Michael: How did Change My Path come about?
Zack: My co-founder, David Mandel, came to me looking for a CEO for a startup he was trying to put together. David is a serial entrepreneur and seed investor but with no experience in games and he wanted to put together a company around a gaming concept that he had developed with his daughter and the person who is now our co-founder and CTO, Stephen Williams. David and I spent a month or so trying to find a way that I was excited about the concept and just couldn’t find it, but through the process, we found a really nice working relationship and thought we could do something cool.
David asked me if I could do anything with my next career, without limitation, what would it be? I had heard a talk, years ago, by Ted Price on the future of games and what the world may look like 10 years from now with games as a focus. Ted was bold — it wasn’t the same old talk about BRIC, digital distribution, free-to-play etc. It was audacious and wonderful and inspired me. I spent the next couple years refining my retirement idea: When I was old and didn’t need money, what would I do with my free time? This was it. I pitched it to David and, somewhat surprisingly, he was convinced. We looped in Stephen as CTO to help us flesh out the tech and parts of the concept, and we were off to the races. It’s an idea that I thought was too big and too crazy for someone else to jump in on, but David saw the dream and then we got Stephen hooked, and we set about making it happen.
Michael: What have the power of smartphones and tablets opened up for you?
Zack: It has given us the ability to deliver digital content to anyone anywhere, but more importantly, it’s given us a broader general market in which to compete. It’s allowed people who never self-identified as gamers and let them participate in entertainment that isn’t strictly one-way. It’s given us a challenge on user interface design — gone are the days when you had a 13 button controller to design around, now you have to think about touch, 3D, motion sensing, Augmented Reality, and a litany of input devices. The most important thing for us is the ubiquity of smartphones. For CMP, we can reach anyone, anywhere, at a time that is convenient for them.
Michael: How are you using gamification with Change My Path?
Zack: Gamification for us is split into two parts. 1) Taking educational content and making it engaging and fun. There is a wealth of experience in this particular endeavor from the old Oregon Trail and Carmen San Diego games I used to play as a kid to the content done by Broderbund, The Learning Company, and many others. The question hasn’t yet been answered if this kind of content can be educationally transformative. In other words, does it leave a lasting impact on peoples’ lives? Could it? We think it can. We think that the content has, with no offense intended to others in the space, been designed primarily by educators rather than entertainers.
Everything we know about learning is that it works best when people are engaged and yet, we think it perfectly natural, as adults, to pay tuition to an institution of higher learning and, once the tuition is paid, it becomes our job to learn rather than their job to teach. The engagement factor goes to 0. What happens when content gets subjected to an open market, where people get to make decisions about learning that engages them first? Where the content isn’t simply a lecture and a quiz?
We live in an age with some incredible interactive entertainment but so little of that content has peripheral learning engaged, or value beyond simply being entertaining. There is virtue in pure entertainment, but there is also virtue in using the skills we have learned as an industry to help bring someone job skills or knowledge that will help them better their lives. And 2) It is about taking the process of the consumption of educational content and adding gamification to it.
This is not particularly innovative, but it has, to my knowledge, not been done well before. There are some parts of this that exist in different platforms that are out there, but most of those platforms fall short on understanding the motivation loop that is the foundation and driver of the gaming industry: action, value, outcome. In our example, taking a class is the action, learning something is the value, but where is the outcome? Most of us don’t learn just to learn — it’s a noble pursuit, learning for learning’s sake, but it’s a conceit primarily reserved for the privileged. Most of us take a class so we can learn something so we can get a job, a promotion, or benefit our career. We may be one of the first to take classic gaming compulsion loops and apply it to progression through content that has secondary value.