English Attack! – Entertainment Learning

Who Are We?

English Attack! is the world’s first 100% entertainment-focused online resource for improving EFL (English as a Foreign Language) and ESL (English as a Second Language) skills, and is designed with the teen and young adult (13 – 25) learner in mind. It was created by media and entertainment executives (ex-Activision Blizzard, Vivendi Games Mobile, I-Play, Apple, CNN, NBC..) who now work in English Language Learning and see huge potential in a totally different approach to learning through online entertainment platforms.

A Focus On Increased Exposure For Teens And Young Adults

One of the biggest challenges in English language learning is that learners not living in an English-speaking country are simply not exposed to enough English, especially in the interval between one formal instruction session and another. Another challenge for teens and young adults is that they are not sufficiently motivated by traditional course books, classroom settings and teaching methods, and thus fail to reach their elevated potential for language learning unless stimulated in other ways. Accordingly, we decided to create a highly accessible online platform providing the kind of “digital entertainment immersion” most likely to appeal to this audience, and in so doing greatly increase learners’ exposure to a wide range of authentic spoken English. The service features online video clips from the latest Hollywood blockbusters, global news providers and the top TV series; the latest chart-topping music videos; professionally produced Flash casual games; and social networking functionalities like wikis, chat and messaging. Its user interface is being localized in dozens of languages (thus facilitating take-up by beginners); it is intended for use by both learners and teachers; and is designed to be complementary to other methods of learning English, including classroom instruction - not in competition with them.

Pedagogical Principles

Our method is anchored in the latest EFL pedagogical thinking, including contextual learning; discovery and self-motivation; constant reward loops; a lexical approach to grammar; a non-threatening learning environment; and learning-by-doing. We reinforce this by applying the principles of Brain-based Learning and Learning Games, especially those most relevant to teens and young adults. We have conducted market research which has confirmed the target audience’s receptiveness to the concept; and have furthermore obtained support from a number of highly experienced English language teachers. A full description of our pedagogical principles can be found under that heading in the bottom navigation bar of this site, and related blog posts can be found and commented upon at on our English Attack! blog at http://blog.english-attack.com

Initial Recognition

In 2010, English Attack! has been a finalist or winner in a number of European and French technology start-up competitions, including the PLUGG in Brussels, Tech Crunch Paris, Seedcamp Paris (we were voted among the top five start-ups) and The Next Web in Amsterdam. We have also made presentations on our pedagogical approach at a range of EFL / TEFL conferences, including TESOL France and TESOL Italy, the BRAZ-Tesol event in July, and other TESOL and IATEFL events later in the year. In May 2010, English Attack! was accepted into the Paris Innovation Bourse cluster of innovative technology start-ups. English Attack! is a member of IATEFL, TESOL, and TESOL France.