Cross those fingers and send us those good luck vibes…..

Coventry-based PIXELearning has announced today that it is a finalist in the Emerging Technologies category of the ICT Excellence Awards 2010.

The Coventry company, which currently employs six people at its head office in The Serious Games Institute, Coventry University Village, achieved the shortlist for its ‘Our World of Makrini’™, game, which was designed in partnership with Global Novations to promote a wider awareness of diversity and inclusion issues within the working environment. The game is being implemented to enable staff, at all levels, to apply this knowledge in their commercial environment and deliver clear business benefits.

Along with the other finalists, PIXELearning presented its submission to a panel of judges and now awaits the announcement of the winners of the coveted technology awards in November at a prestigious awards evening.

Mike Musson, ICT Cluster Manager, comments: “The number of entries rose by over 30% this year so competition has been extremely tough. The innovation and hard-work demonstrated by this year’s entrants will make judging harder than ever.”

Helen Axe, Project and Marketing Manager for PIXELearning, said: “Being shortlisted for an award on a regional and industry related topic is an achievement in itself. For PIXELearning, it’s just as exciting, if not more so, than the product’s release. Being shortlisted for this award allows us to share and demonstrate what can be achieved through serious games and how users will benefit from the unique appearance, focus and approach to learning that ‘Our World of Makrini’™ offers. Being recognised for our work encourages us to continue pushing the boundaries of serious games and continue creating new and innovative online simulations like this one.”

‘Our World of Makrini’™ is set in a semi fictitious/futuristic world with non-human characters. The game offers a hybrid experience allowing the simulation to reinforce specific concepts, allowing users to step into a character’s shoes before being faced with tasks, judgement decisions and responsibilities that need to be completed to the best of their ability.

Through daily tasks, interaction and tackling issues and opinions that may cause conflict, this serious games solution conveys the notion of ‘behaving inclusively’. It allows the users’ key decisions to define their unique performances and its overall aim is to raise awareness and acknowledge of users’ behaviours whilst taking into consideration the values and beliefs of others.

“The awards provide a great insight into the sheer diversity and talent on offer in the West Midlands technology community and beyond,” continues Mike. “The ICT Cluster, comprising technology businesses, educational establishments and support organisations working in collaboration, is enabling the West Midlands to build a dynamic regional economy as well as compete successfully in the competitive ICT marketplace, on a global level.”

Shortlisted companies will be eligible for membership of the exclusive ICT Excellence Club.  The Club was set up to encourage award-winning businesses to share knowledge, create business opportunities and accelerate growth in the region and beyond.

The Annual ICT Excellence Awards were established in 2005. They aim to showcase successful and innovative ICT companies and public sector organisations, of all types and sizes, and provide recognition to their teams for all their hard work and effort.

The winners will be announced at an evening awards ceremony following the annual ICT Conference on 25th November 2010, which is being held at the National Motorcycle Museum in Bickenhill, Solihull.

To find out more about the ICT Cluster, please follow at: Twitter/wmidlandsict, the ICT Cluster Group on LinkedIn or the ICT Cluster on Facebook.

We will let you know how we get on.



About Chopper
Chopper….or Helen Axe when she’s not at work holds a BA (Hons) in Communication Culture and Media from Coventry University. Leaving uni I discovered I had an interest in capturing memories through photos. If you would like any of the pictures - putting them onto canvas is an option.

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