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Serious Games Advergaming, Edugaming, Training… Serious games Advergaming, edugaming, training… Chef de projet Laurent MICHAUD [email protected] M83708 – Juin 2008 Contributeurs Laurent MICHAUD, Responsable du Pôle Loisirs Numériques Julian ALVAREZ, Docteur en sciences de l'information et de la communication Copyright IDATE 2008, BP 4167, 34092 Montpellier Cedex 5, France Tous droits réservés – Toute reproduction, stockage All rights reserved. None of the contents of this ou diffusion, même partiel et par tous moyens, y publication may be reproduced, stored in a retrieval compris électroniques, ne peut être effectué sans system or transmitted in any form, including accord écrit préalable de l'IDATE. electronically, without the prior written permission of IDATE. ISBN 978-2-84822-169-4 Executive Summary Serious Games Advergaming, edugaming, training… Cette étude identifie les caractéristiques, les usages et les différentes familles de serious gaming. Elle met en évidence les enjeux associés aux phases de concep- tion, de développement et de diffusion des différents types de serious games. Elle analyse enfin les perspectives et leviers de développements qu'offre le serious gaming au niveau industriel. 600 millions à 1 milliard de joueurs Définir le serious gaming Domaines d’application du potentiels au niveau mondial. Il existe une multitude d’approches du serious gaming Le marché mondial du jeu vidéo serious gaming. En assumant les ambiguï- À ce jour, l'utilisation du serious gaming représente, fin 2007, 30 milliards tés et les questions que cela peut soule- est recensée dans de nombreux secteurs. USD. A cette date, le marché du ver, voici l’approche du serious ga- Secteur de la défense : l’un des plus serious gaming est estimé entre ming retenue dans cette étude : importants aujourd'hui au niveau des entre 1.5 et plus de 10 milliards la vocation d’un serious game est investissements consentis par les don- USD. d’inviter l’utilisateur à interagir avec une neurs d'ordre. En Europe, le serious est application informatique dont l’objectif est utilisé par les armées mais son usage est D’après IDC, 40% du marché du de combiner des aspects d’enseignement, moins répandu. e-learning aux Etats-Unis utilisera d’apprentissage, d’entraînement, de Secteur de l’enseignement et de la le serious gaming en 2008. communication ou d’information, avec des formation : le serious gaming investit Sur le seul territoire des Etats-Unis, ressorts ludiques et/ou des technologies naturellement ce marché. Selon IDC, aux l’advergaming pèse, en 2008, issus du jeu vidéo. Etats-Unis, fin 2008, 40% des applications 262 millions USD. Une telle association a pour but de d’e-learning utiliseront le serious gaming. donner à un contenu utilitaire (serious), Secteur de la publicité : les serious D’après une étude de SharpBrains, une approche vidéo-ludique (game). Elle games dédiés à la publicité (advergames) le marché du logiciel de Brain s’opère par la mise en relation d’un scéna- offrent la particularité d’exposer Fitness serait passé de rio utilitaire avec un scénario ludique. l’utilisateur à une marque ou un produit 100 millions USD en 2005 à sur toute la durée d’une partie. Sur le seul 225 millions USD en 2007 sur le territoire des Etats-Unis, le jeu vidéo pu- seul marché des Etats-Unis. Les origines du serious gaming blicitaire pèse, en 2008, 262 millions USD. America’s Army, développé pour le Les serious games peuvent être Secteur de l’information et de la compte de l’armée étatsunienne et distri- communication : si l’information est en- classifiés en trois grandes catégo- buée gratuitement sur Internet depuis ries : core anecdotique en termes de marché, la 2002, est considéré comme le premier dimension communicationnelle liée à de la - les serious games à message, serious game significatif. En 2004, plus de publicité (edumarket game) entre dans le - les serious games d’entraîne- 17 millions de téléchargements étaient marché du in-game advertising, qui pèse ment, recensés. Ce jeu de tir à la première per- 205 millions USD en 2008 aux Etats-Unis. sonne propose de simuler des exercices - les serious games de simulation Secteur de la santé : Nintendo a d’entraînement militaire et des missions ou serious play. remporté un vif succès avec des applica- de combat. Mais sa principale vocation est tions dédiées à l’entraînement cérébral et de valoriser l’armée des Etats-Unis et de au Fitness. Aux Etats-Unis, d’après une servir d’outil de recrutement attractif au- étude de SharpBrains, ce marché serait près des jeunes de 16 à 24 ans. passé de 100 millions USD en 2005 à Le lien entre le jeu et l’armée n’est 225 millions USD en 2007. pas nouveau : à l’issue de la seconde Secteur de la culture : il représente guerre mondiale, les états-majors de une part négligeable du serious gaming l’armée étaient les principaux utilisateurs pour l’instant, mais peut fortement se de "wargames" et s’en servaient notam- développer, au travers du tourisme cultu- ment pour valoriser leur image auprès de rel et industriel notamment. la population. Secteur militant : il présente la parti- Aux Etats-Unis, une forte assimilation cularité d’échapper à des modèles éco- est faite entre l’appellation "serious game" nomiques : les créations sont souvent Project leader et les "military games". faites sans ressource financière dans le Laurent MICHAUD La promotion de l’industrie du serious seul but d’exprimer un message engagé, [email protected] game s’inscrit dans une démarche marke- à l’instar de September the 12th dédié aux ting typiquement nord-américaine. attentats du 11 Septembre. Edition 2008 © IDATE 3 Serious Games Executive Summary Différents types de serious games La chaîne de valeur du serious En tenant compte de leurs intentions prin- game cipales, les serious games peuvent être L’industrie du serious game est polymor- répartis en trois grandes catégories : phe car elle regroupe toutes les niches et les serious games à message : ils marchés qui instrumentalisent le jeu vidéo partagent l’intention de transmettre un pour viser des objectifs s’écartant du seul message dans une visée éducative, in- divertissement. formative, persuasive… La chaîne de valeur fait intervenir les trois Les serious games d’entraînement : grandes catégories d’acteurs suivantes : ils partagent l’intention d’améliorer les les développeurs : ils fabriquent le performances cognitives ou motrices des contenu des serious games ou les per- utilisateurs. sonnalisent dans le cadre de segments Les serious games de simulation ou B2B, B2C et B2B2C. Pour l’instant, aux serious play : ils partagent la particularité Etats-Unis et en Europe, ce sont plutôt de ne pas présenter d’objectif visant à une majorité de PME voire de TPE et des évaluer les utilisateurs. Par une telle ap- freelances qui composent ce maillon. Ce proche, ces applications offrent un panel sont généralement des "pure players" du ouvert d’usages. serious game. Ils ne viennent pas du jeu vidéo, plutôt de la communication, du Cible visée par le serious gaming développement et de l'édition de logiciels En 2008, le nombre potentiel de joueurs à métiers. l’échelle mondiale se situe, selon l’IDATE, Les éditeurs : ils prennent à leur entre 600 millions et 1 milliard de person- charge les frais de publication, de marke- nes. Ce nombre englobe les personnes ting et de conditionnement des serious achetant ou non des applications vidéo games, tant pour la vente physique que ludiques. Si les moins de 25 ans consti- dématérialisée. Sont également réperto- tuent une cible privilégiée, toutes les gé- riés à ce niveau des dévelop- nérations sont visées par le serious ga- peurs/éditeurs qui produisent en interne ming : leurs propres titres. Il n'existe à ce jour moins de 15 ans : la présence d’un pas d'éditeur "pure player" de serious adulte ou d’un cadre idoine sont souvent games tant la diversité des champs d'ap- requis pour conduire ce public à utiliser plication est vaste. des serious games. Les diffuseurs : on préférera parler de de 15 à 24 ans : ce public est exi- diffusion plutôt que de distribution car bien geant sur la qualité des titres vidéoludi- souvent les serious games sont fournis ques et prend pour référence ceux bénéfi- par des structures qui ne sont pas liées à ciant de gros budgets (AAA). C'est son l’activité de distributeur. Ainsi l’armée côté joueur occasionnel qui doit être solli- américaine ou bien la NSA diffusent au cité pour l'amener au serious game. grand public leurs serious games. La plus de 24 ans : dans la tranche des diffusion s'opère principalement via Inter- 25-55 ans, le temps consacré à la pratique net, ce qui nous fait dire que la dématéria- du jeu vidéo diminue en fonction de l’âge. lisation du serious game est bien plus Au-delà de 55 ans, le public de joueurs avancée que dans d'autres segments du s’accroît à nouveau pour deux raisons jeu vidéo. majeures : plus de temps disponible et l’envie d’établir des liens avec les petits- Les modèles économiques du enfants. À noter que le serious gaming est serious gaming aussi utilisé pour stimuler les personnes Trois types de segments ont été identifiés du 4ème âge dans certaines maisons de sur le marché du serious game. retraites. Le segment B2B Le modèle par commande repose sur Les commanditaires du serious une demande formulée moyennant fi- gaming nance par un commanditaire auprès d’un Les plus gros commanditaires sont actuel- prestataire représenté par toute entité, à lement l’armée et le gouvernement des l’exception d’un particulier, qui soit à Etats-Unis. Elles financent les plus impor- même de concevoir et de développer un tantes productions et promeuvent serious game.
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