GDC - Tv Play Along

TV Play Along Play A Mobile Game Synchronized To TV Jeroen Elfferich GDC Mobile 2008 Ex Machina Social Gaming Technology www.exmachina.nl info@exmachina.nl +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

Julius 4.0 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 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.” www.exmachina.nl

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 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” www.exmachina.nl

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

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

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

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

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

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

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

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

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

From Games to Broadcast to Games • Until the 20th Century, games was the #1 pastime • Radio, then TV turned us into passive consumers of entertainment • 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 • 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

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

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 www.exmachina.nl

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

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

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

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

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

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

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

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

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

Stage 5: Game Session Result Was Miyamoto-san right to 2) Correct Answer Ex Machina brag? Were those playing at home correct? Let’s see… Yes – Great! You receive 41 1981 it was! points, total at 41 A huge hit for Nintendo, it made Result $180 M in its first year 3) Wrong Answer Too bad! Number 2) was the right 1) Japan answer 2) South Korea You have 0 points 3) China VectorTelevision Ex Machina www.exmachina.nl

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

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

Stage 6: Winner Final score: 494 You have answered 10 Ex Machina So the end of the game’s here – out of 12 correct. in our studio, Miyamoto-san has You’re in the top won. But we also have a winner 5% of all players! from those playing along from home. So here’s the top 5: Final result Your score is 284 Home winners You have answered 6 out 1) Mark1337 2) LeaLeah of 12 correct. You’re in the 3) Bozon top 40% of all players and 4) DragonSlay 2nd among your friends. 5) AnneH VectorTelevision Ex Machina www.exmachina.nl

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

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

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