English Attack! Online Language Learning Service Launches in the Middle East & Africa

Dubai-based digital innovation & acceleration hub ICONICTION chosen to bring the disruptive online “edutainment” experience of English Attack! across the Middle East & Africa.

Entertainment Learning, the pioneering education company, announces an exclusive partnership with Dubai-based Iconiction for the roll-out and development of the English Attack! online English language learning platform (www.english-attack.com) across the Middle East and Africa.

Dubai, UAE, 13 March 2014: Interactive edutainment publishers Entertainment Learning and Dubai-based digital innovation & acceleration hub ICONICTION announced today their partnership for the launch and business development of the English Attack! online language learning service (www.english-attack.com) across the Middle East & Africa.

The disruptive online “digital immersion” experience of English Attack! first launched in Europe and South America in January 2012, and is today available with a user interface in Arabic – one of the site's 26 user interface languages. The service is fully compatible with PC’s, Macs, tablet computers, smartphones, and is designed to work across all the main internet browsers.

On the occasion of the 20th TESOL Arabia International Conference & Exhibition in Dubai (March 13 to 15, 2014) - the largest gathering of English teaching professionals in the Middle East - English Attack! accelerates its expansion in the Middle East and Africa via this announcement of its new local presence.


Iconiction, headed by Sebastien Marteau – previously part of the senior management team of Intigral, one of key players in the digital content ecosystem in the Middle East- will introduce the service to the general public, media, interactive entertainment, mobile network operators and education partners in the Middle East & Africa. 

Said Paul Maglione, Co-founder of Entertainment Learning: “We are very excited to bring true innovation to the rapidly growing Middle East and Africa market for learning English, and to do so with such a knowledgeable and experienced local partner. Together we will be exploring many different channels for bringing English Attack! to a wide audience of Arabic learners of English.”

About Iconiction

Iconiction is a new Dubai-based digital innovation & acceleration hub in the Middle East and Africa region that brings disruptive innovation in various fields such as online education, digital entertainment, mobile commerce, social media & advertising and connected devices. Website: www.iconiction.com

About Entertainment Learning / English Attack!

Entertainment Learning was created to bring the power of digital entertainment to the world of education. It is positioned in the $50 billion global market for English language learning with English Attack!, an innovative online educational service based on cognitive neuroscience and which features learning units based on authentic entertainment content. The service is available as a premium subscription service direct to consumers, and, via multi-user licenses, to schools, language institutes, universities and other educational institutions in addition to company language training programs. Website: www.english-attack.com


For Entertainment Learning

Paul Maglione, co-founder

e-mail: paul.maglione@english-attack.com

For Iconiction

Sebastien Marteau, founder and CEO


English Attack!, an Innovative Pedagogical Approach for English Language Learning

  • Digital platform for English language learning: 100% online, no software to install, no training required, fully compatible with desktops, laptops, tablets and smartphones.
  • Combination of the 4 key web usage drivers
    • Interactive video-based exercises
    • Thematic photo dictionaries
    • Practice games

    Global social network of learners of English from over 100 countries

    Innovative pedagogical approach based on motivation and frequency of use: fresh, fun and current entertainment content (new Video Boosters published daily).

  • Developed on solid pedagogical principles by English language teaching professionals and researchers in cognitive neuroscience.
  • Highly accessible consumer and multi-user license prices compared to traditional e-learning systems.
  • Co-branding with the multi-user license purchaser on the platform
  • Some usage figures:
    • average weekly subscriber site use: 2 hours and 28 minutes.
    • weekly average of 9.8 exercises completed by subscriber
    • weekly average of 3.6 site visits by subscriber.
    • 87% of English Attack! subscribers use the site at least once a week.

More about the English Attack! learning method:

English Attack! offers a combination of exercises based on authentic video clips, thematic visual dictionaries, learning games and an international community of learners of English.

Video Boosters are fun, interactive lessons based on short (one to three minutes) video clips from current movies, hit TV series, news channels and music videos. Subscribers have access to over 1,100 video exercises. New Video Boosters published daily.

English Attack! also features Photo Vocabs: visual dictionaries on a wide variety of subjects, from everyday things and places, to sports, hobbies, and foreign destinations. Over 5,000 multimedia vocabulary items are available.

Learners using English Attack! can periodically revisit the language elements absorbed in these learning units via a range of Practice Games: Swap Mania, Speed Pix and Word Rescue. They're designed to help the learner retain the vocabulary items seen in these exercises.

With the addictive SayWhat, a video karaoke game, learners reinforce their oral comprehension in English.

Verb Dash is a highly effective game to memorize, once and for all, the various forms of irregular verbs.

The service also features the Learn-o-Meter, a visual gauge which allows learners to measure their learning progress on a specific learning unit (a video-based lesson or a visual dictionary), and a contextual coaching function which proposes new exercises to the learner depending on his or her past site activity.

Learning Effectiveness through user engagement

The real difference between English Attack! and other online language learning methods is in the very high level of user engagement. Average visit duration – across all visitors to the site, not just registered users – is an incredible 16 minutes and 12 seconds per visitor, with an average of nearly 12 site pages visited. Across registered users, the average weekly duration reaches amazingly 2 hours and 28 minutes.

Follow us on Facebook. Over 215k Likes already!

Facebook: www.facebook.com/EnglishAttack

About English Attack!

English Attack! (www.english-attack.com) creates true innovation in the $35 billion market for English language learning via a 100% entertainment-driven approach to helping learners increase and enhance their exposure to, and use of, the language. It achieves this via interactive lessons based on clips from blockbuster movies, hit TV series, and television news reports; chart-topping music videos; professionally produced casual games; visual dictionaries; and a global social network of learners of English.

Entertainment Learning was founded by experienced digital entertainment executives Paul Maglione and Frederic Tibout, who launched English Attack! commercially in 2012 after the service had won or been a finalist in several French and European startup competitions including Plugg Brussels, The Next Web Amsterdam, and Seedcamp Paris.

- See more at: https://www.crunchbase.com/organization/entertainment-learning#sthash.KL8Sgz3E.dpuf