Serious Success For Serious Gaming Developers
- Graeme: “PR has been the single most important factor.”
Over the past three years Graeme Duncan, CEO of Caspian Learning, has raised millions in private equity funding to fuel his company’s ambitious growth plans. The developer of 3D online educational games has built a reputation as a serious player in the world of serious gaming. He told Steve McComish why he feels PR has been crucial in his success and how he just can’t quit his addiction to chocolate…
Hi Graeme, what was your first job? Was it any good and did it pay well?
My first job was as a freelance Marketing consultant working for myself. It was great as I had no direct boss and when I won business the value was high seeing I only had one mouth to feed. However the realities of all the other stuff linked to running your own business soon sunk in. Things like credit control, accounting and legal regulations soon made me realise it was not easy being a one man band in the consulting sector
Did you go to University? How important do you think education is to
entrepreneurs?
Yes I graduated from the Cardiff Business School which is
part of the University of Wales. It was a great life experience and I really
enjoyed my time at University and I think it teaches you many skills you use
throughout your life. I was fortunate that at the time Cardiff Business
School was won of the top 10 in the country and I had one or two really
outstanding professors (one of whom has sadly passed away recently) who were world renowned and leaders within strategic marketing. Their teaching and interaction certainly helped me. Having said that, I don’t think it is essential to have gone through this type of education to be a successful entrepreneur, it just helped me.
Is Caspian Learning your first business venture?
No, as I said my first job was an entrepreneurial venture. Caspian is however my first real VC backed company which is another whole kettle of fish from being a sole trader or partnership organisation.
When did you launch Caspian Learning and why? What was your inspiration?
Caspian was actually launched by a husband and wife partnership (both of which had academic qualifications in cognitive psychology) in 2002 who having seen what the US military were doing with high-end simulations and games, had the inspiration of attempting to build a specific engine to bring the power of 3D games within reach for mainstream training and education. I was approached in 2003-4 to invest in the company and become its figurehead.
I decided to do this simply because I had run sales and training functions for major FTSE companies and had never seen a training capability like it. I believed that it could and still can change the face of learning. This meant I would be responsible for building a robust business plan, organising our organisational capabilities and most importantly for a technology company, getting good quality VC’s to invest in the vision.
Can you tell us what’s different about your company?
Caspian has developed a unique technology platform called Thinking Worlds. This engine is unique in a number of ways, however what makes it special is it is the only true web deliverable 3D simulation engine designed to improve learning experiences.
This engine can be used by teachers, trainers, designers with no programming skill or graphics and 3d skills to develop there own highly engaging 3D simulations for themselves. These simulations deliver more engaged learners, better outcomes and cost improvements.
Has the credit crunch had a positive or negative impact on your business?
If we were just a professional services company I think the impact would have been huge. If someone commissions us to create a simulation then they are at the innovative edge of teachers and trainers. This innovative type customer has undoubtedly been hit by the recession. We however have diversified out into being a tools provider which means whilst the recession is real we have a very attractive offering to anyone wanting to develop 3D simulations for themselves which is proving recession proof.
When you started the company how supportive were family / friends?
Very, you cannot be an entrepreneur especially in the technology sector without positive and supportive people behind you. My wife has been and remains a rock.
How important do you think PR and good publicity are to a business?
PR has been the single most important factor in building the brand of Caspian. I have been a writer of many articles, I have spoken at hundreds of events and Caspian has been profiled every month in online and print media, this has left us as the UK’s leading Serious Games company.
Are you a workaholic, a chocoholic or an alcoholic?
All of the above I am afraid.