Edutainment is the platform through which one can learn through entertainment. The format of edutainment helps in keeping millennials engaged in education. The entertaining nature, increasing investment, and adoption of edutainment are expected to drive the growth of this market. In addition, technological developments related to virtual reality and increasing interest in digital learning can create further opportunities. According to an article published by World Economic Forum in January 2022, the online platform Coursera recorded 20 million new student enrollments in 2021.
As the onset of COVID-19 compelled everyone to their homes, the edutainment parks were forced to close, which affected the growth of this market. This created the need for an efficient and quality online edutainment platform. Therefore, the market is expected to grow in the post-pandemic times with the presence of more edutainment sources. However, the presence of dogmatism, lack of recognition, and skepticism regarding the value of education can restrain the growth of this market.
The edutainment market can be segmented based on type into interactive, non-interactive, explorative, and hybrid. In this, interactive entertainment is when a person can observe, get experience, and react to that experience, while non-interactive entertainment involves a fixed narrative with no scope for reaction or interaction. The market can be further segmented on the basis of revenue sources, including advertising, merchandising, entry fees and tickets, and food and beverages.
The edutainment market is fragmented with the presence of various small plyers, who are continuously looking for new opportunities to get a competitive edge over other players. They are obtaining strategies such as partnerships, expansion, new product development, and research and development. In April 2021, KidZania announced a partnership with Discovery Americas to implement its new model KidZania 4.0, in Mexico and U.K. The key players in the market include KidZania; Legoland Discovery Center; Pororo Park; The Plabo; Merlin Entertainments; CurioCity Group; ConveGenius; Totter’s Otterville; Mattel Play Town; and Kidz Holding S.A.L.; among others.
By Source of Revenue
Entry Fees & Tickets
Food & Beverages
By Age of Visitors
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