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Demand Insights: Serious Games Break Through

Player Interest Points To Game-Market Opportunities

March 11, 2009

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  • By TJ Keitt
  • with Abe Garon,
  • Bradford J. Holmes,
  • Chétina Muteba

Why Read This Report

Cisco Systems, IBM, and Microsoft all have made early investments in serious games. Whether or not these tech titans are being prudent depends on the answer to two critical questions: Are the games effective? And do players really want to play them? Forrester's research finds that 10% of North American online adults have played at least one of three types of serious games, and the reviews are generally positive. Of those who have not played, most believe there is some value in serious gaming, but only a few express solid interest in playing. To successfully refine and sell their products, smart game vendors will consider what makes both current and nonplayers tick.

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Table of Contents

  • The Early Read: Serious Games Are Informative
  • Nonplayers' Interest Is Piqued

  • The Road To Success Lies In Market Research
  • Supplemental Material
  • Related Research Documents

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