Flux Lezing Play To Tv 200812

Play To TV Hilversum, 4 December 2008 Jeroen Elfferich Ex Machina Social Gaming Technology www.exmachina.nl

Ex Machina
Social Gaming Technology
Based in Amsterdam, The Netherlands
Enabling multiplayer web games since 1998
Enabling multiplayer mobile games since 2002
Enabling crossplatform games & communities since 2006
Customers and partners in Europe, US, Korea and Japan

www.exmachina.nl

TV Is Magic
4 hours a day (2 months non-stop per year!)
At least one TV in 99% of all households
2.24 average TV sets per US household
TV is turned on 6h47m a day
Total hours of TV consumed: 250 billion
Percentage of 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
65+ billion $ industry, 7% growth
www.exmachina.nl

TV Is In Decline
Internet will eclipse TV in advertising by 2012
TV is source for news – ’04 campaign: 68% ‘08 campaign: 60%
Want to watch video on PC: 82%
24% of US households has DVR
Teens are online more than watching TV
Interactive digital TV has slow adoption rates
www.exmachina.nl The Achilles heel of television. “ The inherent weakness of television has always been the indirect relationship between the viewer and the broadcaster. Because there has never been any way to make individual viewers pay for the parts of the service they actually watch, broadcast television is based upon a business model which forces viewers to pay indirectly.”

Or Is It?
Viewer participation as new source of income & entertainment
Triple-play multitasking
Low distribution costs, rise of the mid-tail
Balancing DVR & (live) events
TV Game Shows doing better than ever
www.exmachina.nl Television Web Sites Thrive During Prime Time, According to Nielsen//NetRatings “ At NBC.com in February, 40 percent of total time spent was during prime time, making it the No. 1 Web site when ranked during prime time. Web properties ABC Primetime and Fox Broadcasting took the No. 2 and 3 spots, with a respective 30 percent and 26 percent of total time spent taking place between 8pm - 11pm”

Voting Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

Communication (IM, Sharing, Twitter…) Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

TV Play Along Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

From Games to Broadcast to Games
Until the 20 th Century, games was the #1 pastime
Radio, then TV turned us into passive consumers of entertainment
Late 20 th 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
Or can the games industry serve this trend?
www.exmachina.nl

Crossplatform Gaming
Anytime, anywhere, any connected device
3 Dominant screens
TV: sit back, play along
Web: versatile, pervasive
Mobile: always on, personal
Create interactive experience for all screens
www.exmachina.nl

Today’s Viewer Participation
SMS & IVR very successful, but…
Only simple interactivity, asynchronous
Poor usability, complex controls
TV-only (teletext, digital TV), but…
Multiple players, one remote control?
Often no return channel, no interactivity
No integrated payment option
People want to participate, but compared to PC & mobile games today’s solutions are too primitive
www.exmachina.nl

TV Play Along
Beyond simple SMS / Call-in
Extend TV formats to include continuous gameplay on web and mobile
Engage new and existing TV audiences
Convert online audience into program viewers
Strengthen broadcast brand and program brands
Popularize game brands
www.exmachina.nl

Any TV
Use online return channel
Mobile, laptop as ultimate TV companions
Optimal reach, optimal interactivity
Billing, community, personalization
www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl TV Play Along Sweet Spot www.exmachina.nl Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded TV Infrastructure Medium

Play Along Types
TV Originated
TV leads gameplay
Parallel gaming (pre-recorded)
Integrated gaming (live TV shows)
TV Terminated
TV follows gameplay
Skill-based Call TV
Turn online games into TV
Automated TV production
Also applies to radio!
www.exmachina.nl

RADIO 538 / WETEN IS WINNEN
Radio Originated Integrated Gaming
www.exmachina.nl

www.exmachina.nl

PLAY TO TV EXAMPLE
TV Originated Integrated Gaming
www.exmachina.nl

Stage 1: Announce www.exmachina.nl Welcome! In a few moments, HKU Quiz will start. Now YOU can play along and be a contestant at home. Simply pick up your PC or mobile and join us!

Stage 1: Announce www.exmachina.nl For more information on how to take part in this show, see text page 123 or go to HKU.tv

Stage 2: Provisioning www.exmachina.nl SMS from 1234 Click this link to install the game app on your phone www.HKU.tv Welcome to HKU Quiz! Instructions Username: ………… Password: …………. Register or log in Instructions on 123 HKU Quiz Mobile instructions: send text message ‘HKU’ to shortcode 1234. You’ll then get a link to install the game on your phone. Web instructions: go to HKU.tv in your browser. Register first. After you log in, you’re ready to play Instructions Mobile……… ………… Web…………… …………

Stage 3: Gathering www.exmachina.nl HKU Quiz App 13.479 players Game will start in 30 seconds HKU Quiz Web App 13.479 players Game will start in 30 seconds Excellent! Now we’re ready to play. If you haven’t done so already, now is the time to start the application and log in. You now have 30 seconds before we close our lines and start with the first round!

Stage 4: Game Start www.exmachina.nl Game started 25.146 players online Waiting for category HKU Quiz Web App 25.146 players online Waiting for studio candidate to select category OK, here we go! We have over 25.000 players now, and a team of 5 famous game designers in the studio. Everyone will get the same answer at the same time, and is given the same opportunity to answer .

Stage 4: Game Start www.exmachina.nl Category selected Games Industry Arcade Current Games All-Time Favorites Category selected Games Industry Arcade Current Games All-Time Favorites We’ll pick a random contestant from the studio… It’s seat 1, Shigeru Miyamoto. Miyamoto-san, what will it be? Miyamoto: Well, let’s see… You know what, I’ll pick Arcade!

Stage 5: Game Session www.exmachina.nl Answer Answer Use your mouse or keypad to enter your answer
Here’s the first question: When did “Donkey Kong” hit the arcades in the US?
1979
1981
1982
Answer 1) Answer 2) Answer 3) Answer 1) Answer 2) Answer 3)

Stage 5: Game Session www.exmachina.nl Answer Answer Use your mouse or keypad to enter your answer Just 10 seconds left… 5… 4, 3, 2, 1…. so Miyamoto-san, time’s up, what’s your answer? Miyamoto: Are you kidding? This is easy! I designed it! 1981 Of course! Answer 1) 2) selected Answer 3) Answer 1) Answer 2) 3) selected
1979
1981
1982

Stage 5: Game Session www.exmachina.nl Result Great! You receive 41 points, total at 41 Result Too bad! Number 2) was the right answer You have 0 points Was Miyamoto-san right to brag? Were those playing at home correct? Let’s see… Yes – 1981 it was! A huge hit for Nintendo, it made $180 M in its first year 2) Correct Answer 3) Wrong Answer
1979
1981
1982

Stage 5: Game Session www.exmachina.nl Stats 44% answered correct You have 41 points Position 264 / 25.164 Stats 44% of home players answered correct You have 0 points Position 18.964 out of 25.164 contestants Now let’s have a look and see how everyone did. Miyamoto-san, you were the only one in the studio with the right answer. At home, 44% of our viewers answered correctly.

Stage 5: Game Session (continued) www.exmachina.nl Several more categories are selected and questions from those categories answered, the flow of which is similar to the previous slides

Stage 6: Winner www.exmachina.nl Final score: 494 You have answered 10 out of 12 correct. You’re in the top 5% of all players! Final result Your score is 284 You have answered 6 out of 12 correct. You’re in the top 40% of all players and 2 nd among your friends. So the end of the game’s here – in our studio, Miyamoto-san has won. But we also have a winner from those playing along from home. So here’s the top 5:
Home winners
Mark1337
LeaLeah
Bozon
DragonSlay
AnneH

Stage 6: Winner www.exmachina.nl TV Show has ended Do you want to keep playing? yes / no main menu TV Show has ended Click here to keep playing online, or go back to the main menu The TV show is now over. But if you feel like having another go, you can continue for as long as you like on your phone or PC. Every hour, day and week there are great prizes! See you next week, same time, same channel, new quiz!

Suitable TV Play Along Formats
Trivia quiz shows
Word & puzzle games
National tests
Card games
Live sports
Debates
E-sports
Betting
Avatar games
www.exmachina.nl

Sources
Australian Broadcasting Corporation
Wikipedia
PWC Media Outlook
NPR
Nielsen//NetRatings
www.exmachina.nl

Thanks!
Jeroen Elfferich
[email_address]
+31 6 2000 2918
www.exmachina.nl

Flux Lezing Play To Tv 200812

by Ex Machina on Dec 04, 2008

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