In a report by MCV magazine, PC sales between 1998 and 2002 increased by 39%. In that same period, sales of PC education products declined by 33% despite clear product growth complementarities in addition to the existing market and need. A vicious cycle of cut-throat publishing practices, poor retail access, inadequate development budgets and marketing and confused customers are blamed for destroying what once was a lucrative and thriving market. Existing products also suffer from limited functionality, limited thrills and being generally tired and unexciting.

The solution, MCV says, lies in taking brave new steps in improving innovation and entertainment. Parents and schools should be integrated into the development stage, to refine content, testing and winning properties. A higher level of marketing savvy is required, with a hard-headed understanding for the potential and historical results delivered by the various sales channels. Finally, like in most industries, a dissemination of best practices is much needed, so as to increase the return to the value chain. 

There is clearly a market that can be more fully exploitable, but the the marketing mix employed by the industry thus far needs to be reviewed.