Social Gaming Games in and as Social Networks Jeroen Elfferich NLGD Festival of Games Ex Machina Social Gaming Technology www.exmachina.nl [email_address] +31 20 617 26 85 www.exmachina.nl

Ex Machina Social Gaming Technology Based in Amsterdam, The Netherlands Leader in community gaming technology for mobile and web Enabling multiplayer web games since 1998 Enabling multiplayer mobile games since 2002 Enabling crossplatform games & communities since 2006 www.exmachina.nl

Social Gaming Technology

Based in Amsterdam, The Netherlands

Leader in community gaming technology for mobile and web

Enabling multiplayer web games since 1998

Enabling multiplayer mobile games since 2002

Enabling crossplatform games & communities since 2006

Julius 4.0 www.exmachina.nl

Games & Advertisers www.exmachina.nl

Games & Analysts www.exmachina.nl

Games & Marketeers Digital consumer 94 mobile contacts 78 IM buddies 86 social network friends TV part of conversation www.exmachina.nl From To Hardcore Accessible Teenage boys Everyone

Digital consumer

94 mobile contacts

78 IM buddies

86 social network friends

TV part of conversation

Games & Distribution www.exmachina.nl From To Game-only devices (console) Web, mobile, console, IM are being integrated Closed, proprietary platforms Open, social API’s Rigid structure Episodic, syndication, mash-ups Fixed locations, moments Anytime, anywhere, any device

Games & Business www.exmachina.nl From To One-off purchase Recurring revenue Physical retail store Online distribution Banners Sponsoring, freemiums, in-game ads, cross-game community ads

Games & Gameplay www.exmachina.nl From To Username Avatar Long sessions ‘ Game snacks’ Stand-alone Connected, online Linear Free roaming Isolated ‘ Everything is a Game’

Games & Social www.exmachina.nl From To Anonymous Identity Identity Rich profile Solo Group, clan, team High score (Social) network ranking Individual Community Community (Casual) MMO Single player Multiplayer Top-down gameplay Shared, user-created/edited Friends per game Friends across games

goSupermodel 220K uniques p/m, 420K leden 20 minutes per session 90% girls aged 10-16 www.exmachina.nl

220K uniques p/m, 420K leden

20 minutes per session

90% girls aged 10-16

Case goSupermodel: Nintendogs Promotion Nintendogs, DS Light Play with brands & pups Action: Nintendogs puppy contest 160K unique visitors, 20K participants 6K added puppy to avatar Winning pups in shop – 4K purchased Various other actions Design a kennel for your Nintendog Fashion shoot with puppy Fan clips on Youtube www.exmachina.nl

Promotion Nintendogs, DS Light

Play with brands & pups

Action: Nintendogs puppy contest

160K unique visitors, 20K participants

6K added puppy to avatar

Winning pups in shop – 4K purchased

Various other actions

Design a kennel for your Nintendog

Fashion shoot with puppy

Fan clips on Youtube