Games and Learning

Sylvan aims to make money via in-app purchases of add-on packs.

Another of the traditional educational companies is getting into the game development business.

SylvanPlay is a new effort from the educational and tutoring giant that aims to develop a suite of mobile games for kids in first through fourth grade.

“Sylvan continues to follow what families are doing and adapting the curriculum to the devices they prefer,” said Julia Fitzgerald, chief marketing officer for Sylvan Learning, in a prepared statement. “Why make parents say ‘no’ to apps and games if we can turn them into educational tools that help their child succeed?”

The initial effort includes eight games available for iOS and Android and produced by Sylvan. The company says it plans to roll out more, eventually expanding to include games aimed at grades up to sixth.

“This isn’t just a bunch of games, but an educational mobile games network,” the company wrote in a sponsored post at GeekMom. “SylvanPlay gives them grade-appropriate lessons in the form of games that will keep them entertained while they learn.”

The effort markets itself as, at least in part, a solution to the question plaguing many parents about App Store and Google Play games.

“SylvanPlay takes the guess work out of picking the right educational app,” the company promises in a promo video.

The firm appears to see the effort as both a way to make money off of those not using the company’s other products and offer rewards to those that are.

“Sylvan plans to make money from in-app purchases, for things like new routes in Critter Cruise or five-letter words in Sushi Scramble. They’ll range from 99 cents to $4.99 apiece. Customers whose kids attend Sylvan will receive in-app upgrades free of charge,” Dan Tynan wrote at Yahoo Tech.

The effort has gotten some traction as the company has launched a coordinated campaign of sponsored posts targeting mommy blogs.