English Attack! is the only online language service approaching the large teen and adult segment of the global $50-billion English language learning industry through a pure edutainment focus.
Designed from the ground up to be highly scalable, multi-local and commercially flexible, English Attack! was created in late 2009 by two media and entertainment executives (ex-Activision Blizzard, Vivendi Games Mobile, I-Play, Apple, CNN, NBC..) who saw huge potential in a totally different approach to language learning through online entertainment platforms.
English Attack! addresses the need by the estimated two billion learners of English around the world to accelerate their learning by increasing their exposure to – and use of – the language. The service features transforms the traditional language-learning experience via online video clips from the latest Hollywood blockbusters, chart-topping music videos, and reports from global news providers; professionally produced online casual games; thematic visual dictionaries; social networking functionalities like forums, friends and messaging; and a fully “gamified” rewards and motivational ecosystem. Its user interface has so far been localized into 23 languages (thus facilitating take-up by beginners), including Chinese, Japanese, Korean and Arabic, and marketing and business development is done through a network of 17 territory-exclusive Marketing Partners across five continents.
A limited amount of free content, refreshed daily, showcases a premium catalogue of over 1,000 video-based exercises and thousands of visual dictionary terms accessible via monthly subscription. English Attack! operates across B2C, B2B (multi-license deals with schools and companies); and B2B2C (promotional, distribution and affiliate partners) revenue-generation models.
Strategic partners include ETS (publishers of the TOEFL and TOEIC tests), ESL Language Study Abroad (the largest study travel group in Europe), the French Ministry of Education, and Saudi Telecom Company.