Abstract
This paper addresses the problem of under-representation of young people in Science, Technology, Engineering and Math (STEM) education in general, and manufacturing education in particular, as European and global phenomenon. The main objective is to analyse characteristics and different limitations of so called conventional initiatives to attract young talents to STEM and manufacturing and to furthermore propose how ICT and game-based learning approaches can address respective challenges. The paper presents an online serious game EcoFactory aimed at raising the awareness of sustainable manufacturing targeting young children in late primary and middle school. It furthermore provides lessons learnt from the evaluation of the EcoFactory and proposes recommendations for designing game-based initiatives in order to attract young talent to STEM and manufacturing education. They are aligned to the requirements of four target groups, i.e. game designers, STEM initiative designers, decision makers and teachers. In summary, game design should be based on pedagogical scenarios and co-creation processes; should focus on particular STEM subjects without causing major changes to school curricula and content; and should create and/or involve wider community with feedback and experience sharing mechanisms.