University of Cologne Faculty of Management, Economics and Social Sciences

CISU 2019 Course Syllabus

The Business of Games and Gamification

Level: Bachelor Lecturer: Todor Yalamov Home institution: Sofia University “St. Kliment Ohridski” Course dates: 5-15 August (daily 9:00-13:00, no class on Fri 9 Aug) Location: University of Cologne, Germany Workload: 180h Attendance: 30 h Independent studies: 150 h Credit points: 4 ECTS Course language: English Course content

The course will provide a short overview of evolution of digital games from Pong to Fortnite. It will analyze the changing business models behind diafferent games and inter-dependence of gaming and other industries. Using various case-studies the course will explore the major innovations in the sector in terms of organization of work (Valve, Supercell), distribution of games (Valve, Humble Bundle), monetization (Second Life, Pokemon Go, game consoles), education (Minecraft) and others. We will discuss various trends that are changing the gaming sector (high performance computing, augmented and virtual reality, rendering algorithms, blockchain) and business (i.e. recruitment through mobile or desktop games, training through games, etc.) The course will also provide a unique learning experience of product development (mobile game) with no formal coding. Thus, the students will be able to apply the knowledge from the case studies and lectures in designing a game and building an appropriate businesas model for it.

Learning goals

ü In terms of knowledge: o gain a detailed mapping of the evolution of digital games and their

applications in different sectors (entertainment, education and others) and functions (marketing, recruitment, training, etc) and linked industries (production of devices – arcades, PC, mobile, consoles, TV, VR sets or other creative industries as film and music)

o gain a comprehensive understanding of the concept of gamification

University of Cologne Faculty of Management, Economics and Social Sciences

ü In terms of skills: o Apply general economic and management models on games as

products and/or services and on game developing companies. o Learn to develop quick prototypes of mobile games o Work and present as teams

Learning method

The course will be based on a mixture between case studies, lectures, discussions and working on entrepreneurial project (developing a prototype of a game).

Course materials

Bernstein, E., Gino, F. and Staats, B. 2014. Opening the Valve: From Software to Hardware (A), Harvard Business School Press, N 415016-PDF-ENG

Bernstein, E., Gino, F. and Staats, B. 2014. Opening the Valve: From Software to Hardware (B), Harvard Business School Press, N 415015-PDF-ENG

Bloomfield, R. J., & Cho, Y. J. 2011. Unregulated stock markets in Second Life. Southern Economic Journal, 78(1), 6-29.

Edery, D. and Mollick, E. 2009. Changing the Game: How Video Games are Transforming the Future of Business, Pearson Education: New Jersey.

Kerr, W. Jones, B. and Brownell, A. 2016. Supercell Case Study, Harvard Business School Press, N 817052-PDF-ENG

Wells, J. and Ellsworth, G. 2017. Tencent Case Study, Harvard Business School Press, N 718426-PDF-ENG

Pre-course assignment

Each student will be randomly assigned to read one case study two weeks before the course starts, should prepare answers to pre-defined questions and be ready to present them during classes. Students will work in the same groups for their final assignment.

Recommended prior knowledge

No prior knowledge is required, yet some gaming experience would be helpful. The course is intended for economics, management and social science students. Students should bring their laptops and preferably an Android device.

University of Cologne Faculty of Management, Economics and Social Sciences

Course structure and content details

Date Topic Readings

Aug 5 Introduction to games and why they matter. Evolution of gaming software and hardware and key trends – technology, business models and applications. Links between gaming industry and other industries.

Edery, D. and Mollick, E. 2009 Chapter 1.

Aug 6 Valve case. Innovation in games distribution and organizational design.

Bernstein, E., Gino, F. and Staats, B. 2014

Aug 7 Gamification and digital marketing. Advergames.

Prototyping of a mobile game.

Edery, D. and Mollick, E. 2009 Chapter 3 and 4

We will use App inventor 2 (MIT)

Aug 8 Supercell case. Focus on the team management. Product life cycle.

How to analyze the competition in mobile games

Kerr, W. Jones, B. and Brownell, A. 2016

AppAnnie.com

Aug 12 Tencent case. Convergence of industries or diversification of investments.

Wells, J. and Ellsworth, G. 2017

Aug 13 In-game currencies and economics of virtual worlds. Second life case.

Bloomfield, R. J., & Cho, Y. J. 2011.

Aug14 Gamification of HR. Arctic games case.

Edery, D. and Mollick, E. 2009 Chapter 5,6 and 7.

Aug 15 Project presentations (30 minutes per team)

University of Cologne Faculty of Management, Economics and Social Sciences

Examination process

In-class presentations and discussions on a case study Group projects due 6 pm, Aug 14, 2019

Grading

Grading is based on a) team work (50%) and b) individual work (50%). The latter is further divided into presentation on a case study (50%) and an individual assignment within the group (50%).

Bio

Todor Yalamov is associate professor in management at Sofia University and vice-dean of research and innovation at its Faculty of Economics and Business Administration. Todor is a data and algorithm driven researcher, early adopter, social activist and entrepreneur, constructivist educator and passionate father of two. Big data, confrontation of data (mirroring sources or proxies), algorithmic construction of data, anthropological analysis of data collection of institutions and other researchers have helped him gain game-changing insights in diverse areas as R&D and innovation, ICT diffusion, public procurement, anti-corruption, contraband and hidden economy. Todor is currently gamifying primary education through Minecraft: Education edition and is part of the team of TechnoMagicLand, one of the few Science centers for kids in Europe with gamification experience and teaches kids to develop their first mobile games. Todor was also a Fulbright scholar (2013/2014) at the Center for International Private Enterprise, Washington DC.