Impact of Learning Analytics on Product Marketing with Serious Games in Bangladesh

Serious Games (SGs) are becoming popular worldwide to educate, train and inform other than entertainment but the absence of SGs is clearly noticeable in Bangladesh region. Although there exist a few educational games in Bangladesh, those are not SGs by their characteristics. SGs are applicable in many sectors such as healthcare, security, education, politics, and marketing. In this paper, we demonstrate the use of SGs combined with Learning Analytics (LA) in the product marketing domain. LA is a system for measuring, collecting, analyzing and reporting data about players. Players engage with SGs for entertainment, create raw data and our objective is to collect those data, represent those in a meaningful way to reduce typical marketing cost and time with the help of LA technique. We also present a case study which uses LA techniques with a SG to show how users' data can be used in product marketing for a consumer product in Bangladesh.