What The Games Industry Can Learn From TV (Festival of Games 2010)

What The Game Industry Can Learn From TV (and vice versa) Jeroen Elfferich Festival of Games June 4, 2010

 Social Gaming Services & Technology  HQ in Amsterdam (NL)  Office in San Francisco (USA), Airplay acquisition

 Multiplayer: realtime social gaming ◦ Flexible and robust client & server technology  Crossplatform: web, mobile, TV, console ◦ Play anytime, anywhere, on any device  Broadcast integration: PlayToTV ◦ Watch a show, play with friends, beat the nation  Social gaming: play with your friends ◦ Deep integration with Facebook, Netlog, Hyves, ...

~4 hours a day ~few times a year

Snack‟n‟zap Feature length

Some money every day Maybe a little, maybe a lot. Once.

 Write  Design  Fund, license  Fund, license  Produce  Develop  Market (a lot!)  Market (quite a lot!)  Pray (for a hit!)  Pray (for a hit!) Cinema Console

 Rely on an internet connection to run  Other players matter  More serverside than clientside code  Tendency towards open standards; away from downloads and plug-ins  Mobile, Tablet, PC, Set-top-box – I don‟t care. They‟ll all be connected

 Write  Design  Produce Pilot  Develop v0.9  Market  Seed and/or market  Broadcast  Upload and launch  If success then ◦ Write, produce Season 1,  Regardless of success market a bit, broadcast ◦ Tweak, upload v0.91 ◦ Wash, rinse, repeat ◦ Analyse, rinse, iterate TV Online

 Go to theatre  Go to retail store ◦ Pay ◦ Buy box ◦ See movie ◦ Go home  Go to store ◦ Play ◦ Buy disc  Go to app store ◦ Go home ◦ Pay ◦ See movie ◦ Download ◦ Play Cinema Console

 Watch show  Play online ◦ It‟s free ◦ It‟s free ◦ Watch ads  See ad ◦ Be brainwashed (a bit) ◦ Fill out a form  Play more ◦ „Micropay‟  Play more still TV Online

Entertainment as a Service Entertainment as a Product

 4 Billion TV users worldwide  US: 4 hours a day (2 months non-stop per year!)  TV in 99% of all households, 2.24 sets on average  TV is turned on 6h47m a day  Total hours of TV consumed: 250 billion  % Americans who say they watch too much TV: 49  Youth – hours in school: 900 behind TV: 1,500  TV commercials seen per year: 20,000

 100.000.000.000 Euro  25.300.000.000 US$

 100.000.000.000+ Euro ◦ 2009 US market TV revenues, Idate  25.300.000.000 US$ ◦ 2009 US market game industry revenues, Newzoo

Show Debut channel Debut year Distributor Sony Pictures 1 Who Wants To Be A Millionaire? ITV (UK) 1998 Television Nederland 2 2 Deal or No Deal 2002 Endemol (Netherlands) 3 Wipeout ABC (US) 2008 Endemol CBS Studios 4 Wheel of Fortune NBC (US) 1975 International 5 Family Feud ABC (US) 1976 FremantleMedia 6 Don't Forget The Lyrics Fox (US) 2007 RDF Rights 7 Hole in the Wall Fox (US) 2008 FremantleMedia Shine 8 Are You Smarter Than A 5th Grader? Fox (US) 2007 International/Mark Burnett Productions CBS Studios 9 Jeopardy NBC (US) 1964 International 10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media Most Popular TV Gameshows in the World TBI, 2009

1988 The „Henny Huisman Effect‟ is a situation where the national phone system grinds to a halt due to a sudden, massive amount of phone calls.

1996 Participation TV Multi Billion$ industry for Broadcasters, TV production companies, aggregators & Telco‟s Set the standard for premium IVR and text messaging

1999 Big Brother Making headlines worlwdie Interactive voting via SMS and IVR 2008: broadcast in 32 countries, 320 million viewers

“... The programme is sold in a series of 52 episodes to national TV company Sichuan TV. Never before did a European producer sell a full season‟s worth of TV to a Chinese broadcaster. The show will be called „Wo Ai Wo De Zhu‟, or „I love China‟”

Crossplatform IP & Formats Internet-based participation Scheduled Gaming TV Gameification

 Until the 20th Century, games was the #1 pastime  Radio, then TV turned us into passive consumers  Late 20th Century, videogames showed that people care about interactive entertainment  And now, the broadcast industry is trying to figure out how to succeed in interactive formats www.exmachina.nl

 TV Lessons ◦ Scheduling & scarcity ◦ Marketing & episodes  Web: ◦ Personalisation & social graph ◦ Gameification of Everything ◦ Massive multiplayer  New devices (iPad, Google TV, TV out, Dual Screen)

 Demo video

PlayToTV: 4 pillars Real-time sync with TV Massive scheduled interactive entertainment Access with mobile apps, web apps, TV apps and web services Live interaction thru social networks, playing with friends

 Check-in  Poll  Voting  Rating  Q&A  Prediction  ... Client support: Iphone/Ipad, Android, Xbox, HTML5, J2ME, Flash

thanks jeroen@exmachinagames.com @jeroen020

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What The Games Industry Can Learn From TV (Festival of Games 2010)

by Ex Machina on Jun 05, 2010

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