One Million Players Isn't Cool (at Festival of Games 2011)

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Presentation at Festival of Games, April 29th 2011 about TV, games and social objects.

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One Million Players Isn't Cool (at Festival of Games 2011)

  1. 1. A Million Players Isn’t Cool @jeroen020
  2. 2. We like Games, TV & PeopleHQ in Amsterdam, US office in SFFocus on Entertainment & Brands
  3. 3. console is dead
  4. 4. Is that a supercomputer in your pocket?
  5. 5. Singleplayer is just mekilling algorithms -- @darthjulian
  6. 6. the ultimate social object
  7. 7. 1. What do you collect?2. How do you earn points?3. How do you get feedback?4. Where do you have exchanges?5. How do you customize your experience? From: 5 questions to ask re: game design, Amy Jo Kim
  8. 8. CollectPointsFeedbackExchangeCustomize
  9. 9. rise of the quants
  10. 10. "The old adage that TVis a lean-backexperience comparedto lean-forward websurfing no longer holdstrue, our researchshows that increasinglypeople are doing bothsimultaneously.”Ivan Ristic, Diffusion
  11. 11. the art of programming
  12. 12. not everything will be on demand
  13. 13. Game as a Service GHz in your pocketSocial object Metric drivenGame mechanics everywhere MultiscreenMultitasking Artificial scarcityBe part of something
  14. 14. beyond the check in
  15. 15. • December 2010, 90 minutes, pre- recorded• ~800K viewers• Features: Real Time Q&A, Predictions, Bonus Questions, Post to Twitter, Facebook• >1% participation rate
  16. 16. • Call To Action hugely important• Bonus questions overlooked• HTML5 rules• The power of iPad: 12% of users• Experienced internet users (FF, Chrome)• (Pre-)registration not important
  17. 17. • Semi-final & final, January 2011, 120 minutes, live• Features: live rating (personal / national), post to Twitter/Facebook• Website takeover ‘widget’• About 3 Million viewers
  18. 18. • Accurate prediction• Talent > clock• Call to action on TV tripled users• 7% iPad, 7% phones• Tweak algorithms & controls• Embedding vs destination• Friendsfriendsfriends• Twitter, facebook integration
  19. 19. Ex Machina 2010
  20. 20. Ex Machina 2010
  21. 21. Case: Germany’s Next Top Model
  22. 22. Ex Machina 2010
  23. 23. 1. Existing formats2. New, multiplayer formats3. Add TV to multiplayer games
  24. 24.  Launch quick & iterate Metrics, metrics, metrics Pilot, episodes, seasons Artificial scarcity works Make the moment matter Interaction over form Balance show-specific and generic, social features
  25. 25.  A TV stays a TV Live > pre-recorded > on- demand Register optionally & at any moment Format relevance Be careful with apps Synchronous & synchronized
  26. 26.  Make technology invisible … but make it scale Me vs tribe vs nation Say it loud, say it often, say it proud! Ads, product placement, freemium, skill, … 2% conversion is easy 10% achievable …
  27. 27. A Million Players Isn’t Cool
  28. 28. You Know What’s Cool? A Billion Players
  29. 29. We’re hiringPS @jeroen020

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