Do It All Mamas (& Papas): Meet the mom behind Sabi Games

October 29, 11:45 AMEarly Childhood Parenting ExaminerAngele Sionna

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Marie Johnson

In today's Do It All Mamas (& Papas) the spotlight is on Margaret Johnson, mom to two kids 11 & 16, and the co-founder and CEO of  Sabi Games.

Examiner: Tell me something unique/interesting about yourself.

Margaret: I have a never ending curiosity which feeds my passion to always learn.

Examiner: What is your business all about? 

Margaret: Our business is about stimulating creative thinking and happy thoughts in kids of all ages by creating fun video and computer games.  You can check out our games at SabiGames.com. 

Our first game – ItzaBitza – has been a fantastic success, winning umpteen awards and recognition such as acknowledgment by Business Week as a “Top Tech for Kids”, a 5 (out of 5) start review from USA Today, the Parents’ Choice Gold Medal, The ToyMan’s Award of Excellence – among a few.  ItzaBitza uses our unique drawing recognition technology – Living Ink - that takes what the player draws and SHAZAM! understands enough of what has been drawn to use the drawing as an interactive object within the game.  The player’s avatar as well as the player can make whimsical actions occur by poking in and about their drawings.  Folks are typically quite astounded when they see Living Ink in action for the first time.  We worked especially hard for the game to be relevant for our youngest players (four and up).  It is at this point in their life where they must learn a skill that is really hard – how to read.  Even harder, they must learn to understand what they read! 

We worked with a team of renowned learning scientists led by Dr. John Bransford (UW) to figure out the best way to make sure our early readers successfully read – and as they read, they feel the power that comes with conquering this really hard challenge.
 
It is our philosophy that learning is an unbelievably fun activity.  In our games, we maximize the fun – both in sheer play and in practice of important work-life skills.

Examiner: What is your favorite product that you make or sell and why do you like or recommend it?

Margaret: ItzaZoo because it is the next generation of ItzaBitza.  Every time I play either game I laugh.  Both games have a funny, whimsical quality to them.

Examiner: Why did you start your business?

Margaret: I had trouble sleeping.  I was a General Manager at Microsoft Corporation when we decided to pull the plug on the research project I was leading that focused on injecting learning into video games for our littlest gamers.  Given the demographics and market opportunity, I understood how the results of our research would not grow into the size of profitable business Microsoft needed without a significant investment.
My passion started because of my experience with our oldest daughter as she was recovering from a brain tumor operation when she was eight years old.  During recovery, my daughter was drawn to playing XBox video games.  The more she played, the more she felt empowered.  The contrast to what she could do in the real world and virtual world was so striking that I’ll never forget watching her play, seeing her smile, and feeling her sense of accomplishment grow as she played what I felt were inappropriate video games.  I became convinced that video games provide a positive learning environment but needed to be designed in a way that better integrated the work-life skills our kids desperately need to compete in today’s world.  I also believed the kids being most affected were children four and up because it is at this time learning gaps occur that get measured when they are 11 and older.
 
I left Microsoft after working at this amazing company for 18 years along with my co-founders Thomas Steinke and Duncan.  My husband and I are the angel investors.  Microsoft has an equity share based on licensing of the work my team did while on the research project.
 
We started the company in February, 2008 and have shipped two games that I feel showcase the vision that started when I saw my daughter play video games eight years ago.  How could anyone NOT start a company when they know the positive impact of what they build can have on our children?

Examiner: What secret do you have to share with other parents about "having it all" with your family and business?

Margaret: I am not sure what having it all means, or if I do I don’t believe having it all is possible.  There are an endless number of hopes and dreams to pursue.  Those of us blessed with a terrific family get it all from them.  And in that way – having the family I have – I have been blessed. 

Examiner: What is the number one piece of advice you have for other parents?

Margaret: Playing the right kind of video and computer games builds self-confidence and creative thinking in kids.  It is a great way to learn!

Examiner: What is your (and your kids) favorite family activity?

Margaret: Trying out new food combinations at dinner on our big, circular kitchen table.