Financial Educational Board Games: Toys and Game Industry - Case Study Example

An Analysis of Hasbro, Rich Dad, the Game Industry and Financial Board Games Secondary Research Current Status of the Industry About 700 companies make up the US toy manufacturing industry, and China is the primary location where manufacturing happens. The annual industry revenue, in the US, is $20 billion and the top 50 companies generate about 75% of that revenue. Hasbro, Mattel, MGA Entertainment, Microsoft, Nintendo and Sony are some of the top US companies in the field (hoovers.com, 2011). The toy and games industry consists of 78,939 companies, worldwide. Top companies Table 1.: Company Sales Location Shenzhen JinfengHuangrongsha Metal Arts & Crafts Co., 6,835.00M Shenzhen, Guangdong Mattel, Inc. 5,856.20M El Segundo, CA Namco Bandai Holdings Inc. 4,083.77M Tokyo, Japan Hasbro, Inc. 4,002.16M Pawtucket, RI LEGO System A/S 2,272.69M Billund, Ribe (hoovers.com, 2011) Consumers spent 25.1 billion on video games, hardware and accessories in 2010 (Entertainment Software Association, 2011). The best-selling Computer Games are Family and Children’s Games (19.8%), Shooter games (14.4%), Role-Playing games (12.4%). The Best-selling Video Games Genres are Action (30.1%), Sports (11.3), Racing (11.1%), Children and Family Entertainment (9.3%), Shooter 8.7%), Role-Playing (7.8%) (Entertainment Software Association, 2011). The US board games and puzzle market, alone, is estimated to be worth about $400 million, and £50 million per year in the UK (Maclean, 2009). The toy and game industry in Australia has a revenue of two billion, and annual growth of 3.6% (2006-2011) (ibisworld.com, 2011). Industry Trends “Going Green” is a current trend in the industry. It involves three aspects. They are: sustainable materials, resource-saving packaging, and content that communicates sustainable action and values through play (nurembergtoyfair.com, 2011). Another industry trend is moving games from the digital realm to physical board game space. A recent example is Mattel’s “Angry Birds.” Keeping a foot in both digital and physical realms makes good business sense, in the face of increasing competition (Douban, 2011). One of the most potentially profitable trends is the transition to selling products inside virtual worlds. For example, you might go to a virtual pizza shop, in avatar form, and a pizza icon might pop up, enabling the user to order a real pizza, without leaving the virtual environment (boardofinnovation.com, 2009). The diversity of virtual worlds means a huge, untapped potential for a diversity of products. Other trends include pro-social and e-connected, cooperative games; games that can be constructed and reconstructed, allowing for continually new play experiences; games that involve action and sensori-motor experience or emphasize speed (a trend reflecting child obesity as a health concern); games that are designed for creative learning (toyassociation.org, 2011). Game Industry Growth and Decline An indicator of demand for toys is the manufacturers shipments of miscellaneous durable goods, which rose 7.2 percent in the first six months of 2011 compared to the first six months in 2010 (hoovers.com, 2011). Furthermore, toy sales the world over, in 2010, increased 5% over 2009, to $83.3 billion, especially reflecting strong performance in Asia (npd.com, 2011). Fifty percent of global toy sales are accounted for by the top revenue countries: USA, Japan, China, UK, and France. Emerging markets with strong growth are Brazil, Russia, India (npd.com, 2011). The Online Game portion of the industry is growing. Table 2. Annual online game revenue in billions of U.S. dollars from 2006–2011 (Rivello, 2011) Americans spent more than $3 billion in video game subscription fees last year. A new report by market research firm Pike & Fischer estimates that Americans will spend $5 billion annually by 2015 (boardofinnovation.com, 2009). Board games went through a slump when they had to compete with video and computer games, but now they are making a big comeback, due to the economic crisis (Thai, 2009). Families are finding that board games provide less expensive and more durable entertainment, are family-friendly, and timeless in their appeal (Thai, 2009). Educational Financial Games—New Products Although the best-selling financial board game of all time is, of course, Monopoly (by Hasbro) (Serazio, 2011), a lot of interesting new products have made their appearance. Disney has joined the financial education board game team, with “The Great Piggy Bank Adventure Online”, a virtual game that teaches children to make wise financial planning (Disney, nd). It targets kids from 8 – 14 years of age and teaches concepts like diversification, inflation, asset allocation, saving and spending and investing wisely (Disney, nd). A new game in this genre, out this year, is “Wi$eMoney: The Town of Financial Literacy”, targeting ages 13 through 99 and produced by Destina, a woman owned and run business. It teaches Financial Responsibility, Financing and Credit, Banking and Investing, Budgeting and Payday, Identity Protection, and Situations (Polak, 2011). Another financial education board game for that same age group is “Ca$h Flow 101”, by Rich Dad. They also have a children’s version for ages 5-12, “Ca$h Flow for Kids” (richdad.com, 2011) . “Cash Puzzler”, “Countdown to Retirement”, “Ed’s Bank”, “Financial Football”, “Financial Soccer”, “Money Metropolis”, “Peter Pig’s Money Counter”, “Road Trip to Savings”, and “Smart Money Quiz Show” are all dynamic new educational video games that teach children important money skills. Money Metropolis, for example, targets kids ages 7-12, with an opportunity to learn the connection between life decisions and the size of one’s bank account. Pig’s Money Counter targets children from ages 4-7, developing skills in sorting and counting coins (practicalmoneyskills.com, 2011). Simunomics is a multi-player, online business simulation game (simunomics.com, 2011) for older teens and adults, teaching skills in making business decisions and responding to consequences. . Davidson, a former Maine Legislator, has launched a software company, EverFi, designed to educate teens and young people about money and financial responsibility. He provides web tutorials and a simulated application game. Businesses, schools, city councils and foundations are showing increasing interest in instilling financial literacy in young people (Bruder, 2009). Consumers Seventy-two percent of American households play computer or video games.The average game player is 37 years old and has been playing for 12 years.The average frequent purchaser is 41 years old. Forty two percent of game players are women. Twenty nine percent of Americans, age 50 and over, play video games. Seventy six percent of all games sold in 2010 were rated for 10 years and over, teens, or everyone, and parents are present when they are purchased or rented ninety one percent of the time (Entertainment Software Association, 2011). A recent survey by the Pew Internet & American Life Project, indicated that 97% of teens and young adults play video games of one kind or another (practicalmoneyskills.com, 2011). Board games appeal to all kinds of people, but more specifically to well-educated, family-oriented people between ages 25-44. The largest quantity of board games is purchased during the Christmas season, and usually from large retail stores (in both USA and UK). The housewife is most typically the purchaser of family board games(Maclean, 2009). Gamer Locations There is wide range of toy and game industry annual conventions held all over the world. The largest is the Spielwarenmesse International Toy Fair in Nuremburg, Germany, with 2,600 exhibitors from 64 countries and 76,000 trade specialist visitors from 115 countries (nurembergtoyfair.com, 2011). The largest in Asia and second largest in the world is the Hong Kong Toys and Games Fair (hktdc.com, 2011). The American International Toy Fair, held annually in New York City, is one of the biggest in the USA (Arneson, 2011). The biggest in UK is UK Games Expo, in Birmingham, while a free annual board game event, held in Canberra, Australia, is the Australian Games Expo (gamedesigncentral.com, 2011). Dia D RPG is an annual convention that happens in more than 20 cities in Brazil and Latin America. Hal-con, in Halifax, Nova Scotia, is the largest con is Eastern Canada with international press coverage.Gen Con Indy, in Indiana, is the largest annual consumer fantasy, electronic, sci-fi and adventure game convention in North America, 27,000 gaming enthusiasts. METUCON, in Ankara, Turkey is the oldest and the largest gaming convention in Turkey, with participants from other countries around the region (Jackson, 2011). Although games are popular in every country around the world, the amount of money that players invest in their games varies. In France, 24 million citizens spend 27 million total daily hours playing games, but only 42% ever spend money on playing games. They prefer to play free online games, and they recycle games (gamepolitics.com, 2011). Advertising and Promotion Games are increasingly being used for advertising and promotion purposes. Farmer’s Insurance took out an ad on a virtual blimp that flew over FarmVille, a popular game on Facebook. Five million users downloaded the Ad (Meraji, 2011). Social games take in 60% of their income from the sale of virtual goods, and while this percentage is considered to be relatively stable, the sale of ads in virtual spaces is anticipated to grow significantly, doubling in two years. The social game world is increasingly diverse and there are companies which match advertisers to social games (Meraji, 2011). In-Game advertising is expected to grow to two billion dollars within the next year (boardofinnovation.com, 2009). Games are promoted at trade and public gaming conventions, ranging from conventions for game ideas under development to polished end products.The larger social game companies (such as Zynga, EA, and Playdom) are vehicles of self-promotion and viral marketing for independent game developers. Inviting friends to play is an effective strategy, especially within the context of social networking. Adding a You-Tube trailer is also an effective strategy (Rivello, 2011). Qualitative Research (Primary) Hasbro Company Profile The Headquarters of Hasbro, Inc. is located in Pawtucket, Rhode Island. Their website is www.hasbro.com. Hasbro, Inc. was founded in 1923 (finance.yahoo.com, 2011). They are a leader in the Toy and Games Industry, being the second largest after Mattel (hoovers.com, 2011). Hasbro’s mission is “to succeed (Hasbro.com, 2011), Their brands include: Playschool, Transformers, Nerf, My Little Pony, Littlest Pet Shop, Tonka, G.I. Joe, Super Soaker, Milton Bradley, Parker Brothers, Cranium, Avalon Hill, Tiger, Furreal Friends, Baby Alive, Srawberry Shortcake, and Wizards of the Coast (finance.yahoo.com, 2011). Their net income, for the most recent quarter (ending 26 June) was $58,051,000. That is basically three times the net income of the previous quarter and significantly less than half of the net income from the Christmas season quarter and from the quarter before that (finance.yahoo.com, 2011). They rank #59 in “Fortune’s” list of the best companies to work for (Hasbro.com, 2011). Hasbro advocates strong ethics, honesty and social responsibility. Hasbro has an impressive and lengthy, formal statement of guidelines for ethical conduct of its employees, governing such matters as global manufacturing ethics, being socially responsible, product safety, environmental responsibility, and community relations (Hasbro, Inc., 2011). Challenges to their ethical stance have revolved mostly around working conditions in their factories in China (ethicalconsumer.org, 2008) and their historical misrepresentation of the origins of Monopoly (Reed, 2010). They are not registered with the Better Business Bureau in Rhode Island, and so have no rating (BBB.org, 2011). Hasbro Target Market/Product Positioning Hasbro toys target infants, preschoolers, elementary school age children, teens, and even adults. Their board games target 6-14 year olds and families, mostly, although they have board games for younger children, as well (Hasbro.com, 2011), Candy Land being perhaps the most famous and popular example. Hasbro products are marketed to wholesalers, distributors, chain stores, discount stores, mail order houses, catalog stores, department stores, and other retailers, and Internet-based e-tailers. Hasbro sells and distributes primarily in the United States, Canada, Mexico, Europe, the Asia Pacific, Latin America, and South America (finance.yahoo.com, 2011). Products Hasbro products include games (traditional board games, card games, hand-held electronic games, trading cards, roleplaying games, and DVD games, and also electronic learning aids and puzzles (yahoo.com, 2011). Electronic Arts Inc. (EA), provides digital games for various platforms, and Universal Pictures produces motion pictures based on the company’s brands. Hasbro makes board games under its Milton Bradley ("Scrabble, Candy Land"), Cranium, and Parker Brothers ("Monopoly, Trivial Pursuit") brands (Funding Universe, 2010). They secure the licensing rights to popular characters and use them for games also. Hasbro is tied into popular culture, particularly with respect to children’s movies and television (Funding Universe, 2010). Hasbro makes and re-makes new versions of past successes (GI Joe, Monopoly, for example). This is a significant mode of competition for Hasbro. One third of their revenue comes from selling, recycling and adapting the old classics (Hasbro.com, 2011). For example, Hasbro lists, on its website, 42 types of Monopoly games, and at the 2010 toy fair, Hasbro presented an electronic form of scrabble, in cubes (Scrabble Flash Cubes) and a Scrabble relative (Nab It); two new Monopoly editions (the electronic Monopoly Revolution Edition and the Monopoly U-Build); and a new edition of Trivial Pursuit (Bet You Know It) (Hasbro.com, 2011). Hasbro products have historically had a strong emphasis on military and war themes. During World War II, they produced a junior air-raid warden kit, complete with gas masks and flashlight, and in 1982 GI Joe was brought back as an antiterrorist commando (Funding Universe, 2010). Two years later, Hasbro released Transformers with vehicles and guns that turned into robots. They also have board games that are modeled on a war theme (Funding Universe, 2010). At the 2010 Hasbro toy fair, they showed a game of battling tops, an Iron Man, a new Transformer action figure, and a Star Wars AT-AT vehicle (Hasbro.com, 2011), Price Hasbro games, board and video, are, on average, about $7 to $30 (hasbro.com, 2011). However, special editions of classics, like Monopoly, can cost more, for example the Onyx edition for $50. They provide games on their website that can be played free of charge (hasbro.com, 2011). Place Hasbro toys are mostly manufactured in China, and their products are distributed worldwide. They are headquartered in Rhode Island but have principal subsidiaries in the US, Australia, Belgium, Canada, France, Germany, Hong Kong, Ireland, Italy, Japan, New Zealand, UK, Switzerland, Mexico, Spain, and the Netherlands (Funding Universe, 2010). Promotions/Advertising Hasbro relies heavily upon television advertising (Hasbro.com, 2011). Hasbro offers promotions and mail-in rebates so that their games can be purchased for around $2 to $6 (Paitsel, 2011). There are periodically online coupons available for substantial savings on Hasbro board games and toys (Charlotte, 2011). Hasbro has an online shop, at which products can be purchased and shipped (hasbrotoyshop.com, 2011). They also participate in toy fairs, with innovative items (Hasbro.com, 2011), Rich Dad Company Profile The Rich Dad Company is in the business of financial literacy education, through providing books, board games, a web game, and financial education seminars (indeed.com, 2011). The company is headquartered in Scottsdale, Arizona, and their education division is based in Cape Coral, Florida. The Rich Dad Company was founded in 1997 and Rich Dad Education, LLC was formed in 2006, through a joint venture between Tigrent Inc. and Rich Global, LLC (BBB.org, 2011). Their services are worldwide. Their annual revenue is $30 million (insideview.com, 2011). Their stated mission is “to elevate the financial well-being of humanity (Rich Dad Franchise, nd). There are numerous complaints about the finance education seminars, claims that they use high-pressure techniques that result in investors losing thousands of dollars and that they give nothing substantial to help people to make money (KMOV.com, 2011; cbc.ca, 2010; Landis, 2011). These complaints have resulted in detrimental ratings from the Better Business Bureau, and bad press in public forums. For example, Out of 184 comments posted in response to the Marketplace broadcast feature, which used hidden cameras to investigate the seminars, 37 were neutral or defended Rich Dad, while 147 were strongly critical of Rich Dad, an overwhelming majority of them telling stories of how they and their spouses were victimized and defrauded by Rich Dad seminars (cbc.ca, 2010). The Better Business Bureau noted in early May, this year, that Rich Dad Education, which provides financial education seminars, has an F rating, due to unaddressed complaints (spokesman.com, 2011). The end of May, this year, the Better Business Bureau stated that the education branch is now unaccredited by the BBB (West Florida Better Business Bureau, 2011), and issued a public warning about the seminars (West Florida BBB, 2011). Rich Dad Target Market/Product Positioning Although they sell a Cashflow version for kids, their majority target market is adults (who read the books, take their seminars, buy their Cashflow 101 and 202 games, purchase financial life coaching, and orient their personal and family life around the goals of financial literacy and a transformation in attitude toward money and business (richdad.com, 2011). To pinpoint the target market with more precision, Rich Dad targets people who are ready to make a transition from the old way of thinking about the road to success (get an education and a job; work hard; save money) to a more abundant mentality (Goldhammer, 2010), people who feel they missed something and that it is something Rich Dad can give them (KMOV.com, 2011). Product Their products include a financial board game for kids (Cashflow for Kids), a board game for teens and adults (Cashflow 101), and advanced board game for adults (Cashflow 202), an online version of Cashflow (richdad.com, 2011), a variety of books in 48 languages, by the founder, Robert Kiyosaki, and one by his wife and co-founder, Kim Kiyosaki (Rich Woman), and financial education seminars on real estate, stocks and investing (indeed.com, 2011), Price Financial education seminars range from free to as much as $45,000.00 (cbc.ca, 2010). Kiyosaki’s books range from $10 to $20 (richdad.com, 2011), and his first book is available free, as an e-book. The Ca$hflowWeb game can be played online for free, providing you join the company’s membership (richdad.com, 2011). The Ca$hflow for Kids board game is $39.95. The Ca$hflow 101 game is $195 in Spanish and English versions, and Ca$hflow 202 is $95 (richdad.com, 2011). A version of Ca$hflow 101 with VHS tape is $299.99, and with CD is $195 (amazon.com, 2011) Place Although their headquarters is in Scottsdale, Arizona and the education branch is headquartered in Florida, their reach is wide. The books have been translated into 48 languages, and their games are available in Spanish and English, as mentioned above, and there are seminars and Cashflow game clubs in 14 countries (richdad.com, 2011). Promotions and Advertising Rich Dad Company’s policy on advertising and promotion is based on the Rich Dad principles espoused by Robert Kiyosaki. His heavy emphasis on website and media promotion is an application of what he said in an oft-quoted Entrepreneur Magazine article: When times get tough, your job is to promote more, not less. My rich dad’s lesson was to never stop promoting: Promote whether the economy is strong or weak; promote even when you may not have the money (as qtd. in 562media.com, 2011). One of Robert Kiyosaki’s “Five Golden Rules” is to build a reliable, high-ranking website (Goldhammer, 2010). Rich Dad websites are well-organized, detailed, geared to establish customer rapport (another of his Golden Rules), to collect customer information, and to track the visitor’s interests and suggest options. Their most aggressive advertising, reportedly, is done in the educational seminars where they pressure participants to increase their credit card limits to spend many thousands of dollars on another seminar, more resources, and a financial coach (KMOV.com, 2011; Landis, 2011; cbc.ca, 2010). References 562media.com. (2011, January 11). Truth in Advertising Still Stands in Tough Economy. Retrieved September 13, 2011, from 562 Media: http://www.562media.com/2011/01/truth-in-advertising-still-stands-in-tough-economy/ amazon.com. (2011). Customer Reviews. Retrieved Arneson, E. (2011). American International Toy Fair - Game Convention. 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Retrieved September 12, 2011, from West Florida BBBB: http://www.bbb.org/west-florida/business-reviews/investment-seminars/rich-dad-education-in-cape-coral-fl-90068825 yahoo.com. (2011). Hasbro, Inc. . Retrieved September 10, 2011, from Yahoo! Finance: http://finance.yahoo.com/q/pr?s=has Read More