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	December 8, 2009 Predictions 2010: What's In Store For Serious Games And B2B Virtual Worlds? Firms Continue To Experiment As Vendors Seek Profitable Business Models by TJ Keitt with Ellen Daley, Reedwan Iqbal

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Executive Summary

Many benefits for serious gaming and virtual worlds exist for business — just keep in mind that these are nascent markets, and we don't see explosive growth in 2010. What we do expect is that the foundation will be laid for future business acceptance of the technology for 2011 and beyond. What does this mean? We expect companies to continue experimenting to figure out the return on investment (ROI) of internal uses, while also shelling out money to jump into advergaming. We also predict that serious games adoption will remain highly vertical in 2010 — expect firms in the defense industry to make strong moves to acquire serious gaming and virtual world companies to serve their military and healthcare clients. As for the business of serious games and virtual worlds, we expect vendors to shift development duties to systems intergrators, to whom they provide development platforms, while also creating software-as-a-service (SaaS) models to deliver games and virtual worlds.

This is an excerpt

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