Edutainment (also educational entertainment or entertainment-education) is a form of entertainment designed to educate as well as to amuse. Edutainment typically seeks to instruct or aculturate its audience by embedding lessons in some familiar form of entertainment: television programs, computer and video games, films, music, websites, multimedia software, etc.
Because managing a business is also a game
Bocconi know that many entrepreneurs started with nothing: Edison sold snacks and sweets on trains; Rockefeller was the son of a street vendor; while Steve Jobs and Hewlett & Packard started their empires in a garage. And Ferdinando Bocconi, Università Bocconi's founder, began by selling fabrics in the country outside Milan before becoming the forerunner of large retailers in Italy with the opening of the department stores that would become "La Rinascente".
In light of these famous examples, Università Bocconi has developed a series of simulation games which gives anyone who is learning about economics the chance to start small and grow, while experiencing the successes and problems entrepreneurs face on a daily basis.
Moreover Bocconi has decided to exploit the most recent technology available, developing edutainment mobile phone-based applications which can be played wherever and whenever the user wants.