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Festival Of Games - Social Gaming
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Festival Of Games - Social Gaming

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A presentation on games & social networks during the 2008 NLGD Festival of Games in Utrecht by Jeroen Elfferich

A presentation on games & social networks during the 2008 NLGD Festival of Games in Utrecht by Jeroen Elfferich


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    • 1. 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
    • 2. 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
    • 3. Julius 4.0 www.exmachina.nl
    • 4. Games & Advertisers www.exmachina.nl
    • 5. Games & Analysts www.exmachina.nl
    • 6. 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
    • 7. 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
    • 8. 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
    • 9. 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’
    • 10. 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
    • 11. goSupermodel
      • 220K uniques p/m, 420K leden
      • 20 minutes per session
      • 90% girls aged 10-16
      www.exmachina.nl
    • 12. 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