Breaking the Mold: Higher Education Lessons from the Video Game Industry
2020 was a weird year for most of us. We sanitized our groceries, we baked a lot of banana bread, and some of us (hi!) played our first video game. When I was in high school and college, most of my guy friends played video games, but I did not see the appeal at all. It was the era of Grand Theft Auto (it felt like there were at least 50 of these), Call of Duty (again, at least 50), Halo (I want to say at least 100?). None of these games felt like they were for me, and I didn’t love the portrayals of women I saw in most of them at the time. It seemed like a ‘guy thing,’ and I just left it at that. Flash forward to 2020. I had a new baby, couldn’t spend time with my friends, and every trip to Target felt as dangerous as taking a leisurely walk through that island off the coast of Brazil that is full of poisonous snakes. I needed an escape and found it in "Animal Crossing," and then in “The Legend of Zelda: Breath of the Wild.” A light went on. Video games could be really cool.
Video games have traditionally been marketed to boys and men, but women are now the fastest-growing sector of video game players. According to a 2022 report by the Entertainment Software Association (ESA), women are not only increasing as players but also as industry leaders. However, it took the industry over 30 years to recognize women as a viable market. The missed opportunities and potential profits that were lost by adhering to a narrow, male-focused formula are staggering. This myopia kept the industry from exploring diverse narratives, game mechanics, and marketing strategies that could have attracted a broader audience.
The gaming industry's slow shift to include women mirrors a larger problem of innovation stagnation. When an industry remains in its comfort zone, it misses out on engaging new demographics and reaping the benefits of a more inclusive market. This situation is not unique to gaming; higher education exhibits similar tendencies.
Higher Education's Homogenization Problem
Last week an article by David Rosowksy in Forbes caught my attention—partially because its title references a Fleetwood Mac song, and partially because it discusses something I’ve been thinking about a lot lately: The Homogenization of Higher Education.
Higher education, much like the early days of the gaming industry, creates programs that are very similar to programs offered by other institutions, targeting the same traditional student populations. Like most things, this works until it doesn’t. For instance, the ubiquitous MBA program, once designed for evening completion by working professionals, may no longer align with the values of younger generations like Gen Z and Gen Alpha, who prioritize work-life balance more than their predecessors.
These emerging generations crave flexibility, customization, and innovative learning experiences. Yet, the typical higher education offerings fail to meet these needs. Are microcredentials, gamification, or internship/study combinations better suited to these new learners? Could virtual reality (VR) or augmented reality (AR) provide more immersive and engaging educational experiences? There is a vast, untapped market of potential students who are overlooked by the conventional education model. We’ve all seen reports discussing Gen Z’s less than enthusiastic view of higher education, and we’ve all heard complaints about their low attention spans and laziness. But, are they the problem, or are the current offerings the problem? Here’s the thing: 90’s/00’s video games missed out on huge market demographics, and many of today’s college programs are doing the same.
In his article, Rosowsky argues that institutions should strive for "educational distinctiveness," a unique identity that goes beyond the generic and formulaic. He points out that the pressures of rankings, reputation, and regulatory compliance often lead institutions to adopt similar strategies, creating a landscape where innovation is stifled and differentiation is rare. This excessive homogenization leads to a system where colleges and universities are more focused on maintaining their status quo than on innovating and evolving to meet the changing needs of students.
We've all seen hundreds of almost identical MBA programs, just like we’ve all seen hundreds of “Call of Duty” knockoffs. These programs (and games), designed to attract a broad audience, often fail to provide the unique, tailored experiences that modern students crave. While they might cover the essential concepts you’d expect, they rarely go beyond the basics or offer any distinctive value that sets them apart from one another. This homogenization in higher education stifles creativity and limits the potential for innovative teaching methods and course offerings. It encourages institutions to play it safe, sticking to what has worked in the past rather than exploring new, potentially more effective educational strategies.
A Call to Creativity
Rosowsky emphasizes the need for institutions to embrace their unique strengths and create programs that reflect their distinctive missions and values. This approach not only attracts students who are a good fit for the institution but also fosters a more dynamic and responsive educational environment. By doing so, institutions can move beyond the homogenization that currently plagues higher education and better prepare students for the complexities and challenges of the modern world. In a world full of formulaic "Assassin's Creed"-ish games, dare to be "The Last of Us". Offering depth, originality, specificity, and resonance that sets you apart and creates a lasting impact.
I've seen first-hand the power of this approach. Many of the clients we work with every day have unique missions targeting very specific student populations. They are seeking to change the world in particular but massively impactful ways. These institutions have the potential to inspire and educate students in ways that large, paint-by-numbers programs simply cannot. By tailoring their offerings to meet the specific needs and interests of their target audiences, these institutions create transformative and inspiring educational experiences that truly make a difference.
Just as the gaming world is learning to embrace diverse narratives and appeal to new audiences, higher education institutions must break free from the comfort zone of homogenization and dare to be distinct. Incorporating flexible, customized, and innovative learning experiences will not only attract new demographics but also prepare students for the complexities of the modern world while demonstrating enduring value. This requires a commitment to understanding and addressing the unique needs and interests of today’s learners. Creating a truly unique program, just like creating a truly unique video game, is a labor of love and true artistry. It requires buy-in from the institution’s team at every level and considerable investment, but it is the only way forward.
If you work at an institution that already recognizes this and is actively crafting distinctive, impactful educational experiences, thank you for continuing to push the boundaries and lead the way toward a more dynamic, responsive, and inspiring future. The future of education lies in breaking molds, embracing innovation, and daring to be different. In the game of higher education, don't just play—be a game-changer.
