This document discusses harnessing the power of play and audience engagement. It describes how reality TV and feedback loops increased viewership by giving audiences influence and control. There are four types of rewards ("4G") that can motivate audiences: goods, glory, glee, and god-like influence. Examples are given of companies like Domino's and Coca-Cola that increased engagement through social media campaigns and interactive TV ads. The SyFy show "Defiance" is discussed as a gamble that paid off by combining a TV show with a video game, achieving high viewership and game play hours. The key is finding ways for audiences to provide feedback and have influence through emerging technologies while combining with strong storytelling.

1. gabemac
GAME DESIGNER - TEACHER - New Media Dude
“harness the power of play”
“harness the power of play”
“harness the power of play”

2. Reality killed the Video Star

3. In the mid 90's The Box used SMS to
give control to the masses. Hurting
MTV’s viewers.

4. The Germans discovered that Reality programming
experiments were gaining popularity with the
demographic.

5. The Box created a feedback loop with
influence

6. A feedback loop
Cue
[Call to Action].
Routine
[Viewers perform a
measurable action]
Reward
[Viewers are shown the
result of their action
taken]

7. 4 types of Game Rewards [4G]
GOD GLEE GLORY GOODS

8. Goods
Win Money or SERVICES
Win Money or SERVICES

9. Glory
Have everyone recognize you on TV.

10. Glee
because it is fun,
done with constant surprises
done with constant surprises
done with constant surprises

11. God
Able to have influence.
Vote contestants on or off a show.
Vote contestants on or off a show.
Vote contestants on or off a show.

13. Dominos needed to respond every day to tweets, to
keep them 'fresh'
Dominos #tweetwhatyoueat
hacked the ad-broadcast setup
hacked the ad-broadcast setup

14. QuickTime™ and a
decompressor
are needed to see this picture.

15. QuickTime™ and a
decompressor
are needed to see this picture.

16. 33 days and 33 videos.
The campaign increased Domino's social score from
tens to thousands of followers.
Results

17. 2014 saw an increase of TV watching in NL
Age 35 and under TV consumption is slipping.
This is largely due to the live events of World Cup
and Olympics.
Has the Stream killed the TV?

18. Live TV events are important for a
culture.

19. How to increase engagement with a live
audience?

20. QuickTime™ and a
decompressor
are needed to see this picture.

21. How to increase engagement with pre-
recorded content?
Coca-cola Uses Sound Recognition for TVC

22. QuickTime™ and a
decompressor
are needed to see this picture.

23. DEFIANCE
SyFy’s Big Gamble
SyFy’s Big Gamble

25. QuickTime™ and a
decompressor
are needed to see this picture.

26. 2.7 million viewers Episode 1. SyFy’s best premiere since 2006.
Trion Worlds, logged more than 6 million hours of play in the first few
weeks of the show’s release.
Massive cost of multi-platform development, and time cauysed overall
production delays.
Defiance

31. In Summary
Find the technologies that allow audience feedback.
Give the audience influence / access.
Combine with great story tellers.

32. Poetic Commentary
“DEFIANCE”
“DEFIANCE”
Inspired by “Found Poem” by Dave Gorman

33. THANK YOU
GABEMAC www.thegamebeyond.com