PRESENTATION OUTLINE  What’s today about?  Who are 3RD SENSE?  The State of TV  The State of Mobile  The State of Play  So...
FIRST LAW OF TECHNOLOGY"A consistent pattern in our response to new technologiesis we simultaneously overestimate the shor...
WHO ARE 3RD SENSE?
WE DO PLAY  Australia’s leading ‘Play Agency’  10 years old, established in 2002  A team of 20 technology creatives workin...
WEB PLAY  Web games  Web promotions and  competitions  Single player  Multiplayer  Micro-sites  Leader boards
MOBILE PLAY  iOS (iPhone and iPad)  Android  Cross platform  Stand alone and  connected  Free and Paid
SOCIAL PLAY  Facebook Apps  Facebook Pages  Facebook Connect  Twitter integration  Promotions and  Competition
DESKTOP PLAY  Desktop installable  games and Apps  Windows, Mac, Linux  CD, USB, Web  distribution  DRM
GAMIFICATION  Making non-game activities more  game-like  Motivating and rewarding with points,  leader boards, awards, sh...
OUR TOOLKIT  Over 100 game engines  Cross platform development framework  Robust high traffic hosting platform  Email mark...
THE WAY WE WORKWe aim to craft custom solutions for our clients whilst re-using existing code and tools wherever possible....
HOUSE PROJECTS  We are also the publisher of Fizzy.com  which has over 1750 games and  800,000 members  We are the publish...
WHO WE WORK WITH
THE STATE OF TV
OLD TV•   Fewer channels•   More shared experiences•   Not much other media•   Less competition for the    advertising dol...
NEW TVMORE CHANNELS                     GAMES                  PVRS                                    CONTENT ON DEMANDSK...
WE STILL LOVE WATCHING TV         Preferred Sources of Entertainment         Deloitte: Vox Populi State of the Media Surve...
WE STILL LOVE WATCHING TV Watching TV in Home has remained steady at around 100 hours per month for All People            ...
WE’RE DOING IT A BIT DIFFERENTLY                  Time shifted Viewing is up by 32%                Internet use on a PC/la...
SECOND SCREENING               60% of Australian               viewers watch TV with a       60%     connected device –   ...
WHAT ARE THEY DOING?      22%            22% of all Australian TV viewers use a connected            device to find out mo...
RESEARCHJUST IN…
THE STATE OF MOBILE
SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012   Already some 12 million consumers use   smartphones (55% of...
SMARTPHONE SALES BY OS
IOS VS ANDROID
USE OF SMARTPHONES IN AUSTRALIA
APPS VS MSITES: APPS ARE WINNING
THE STATE OF PLAY
Meanwhile… …there has been revolution in     the games industry
Before the revolution we knew where we stood…Gamers were young adult males who were anti-social, atePizza, drank Coke by t...
Kids!        And then this happened…
DIGITAL AUSTRALIA 2012  Females make up 47% of the total game population, up from 46%  in 2008.  The average age of video ...
DIGITAL AUSTRALIA 2012  The average adult gamer has been playing video games for 12  years, 26% have been playing for more...
TO SUM UP SO FAR  People don’t just watch TV anymore  Smartphones and Tablets are the second  screen of choice  Play is on...
SO YOU WANT TO DO A SECONDSCREEN APP?
MOST APPS FAIL
REASONS FOR FAILURE…  We need/want an App – little or no purpose  Little or no marketing  Over promise and under deliver  ...
WHAT ARE THE CHALLENGES?  CUT THROUGH – how do you even get  noticed?  CONNECTION - how do you engage your  audience?  ACT...
CUT THROUGH  New, different, you need to stand out  Marketing, use existing audiences  and fans  Best in class – be better...
CONNECTION  Best in class  Rich and Engaging  Social  Must have purpose
ACTIONS  Define your objectives  Set realistic expectations  Align with business needs  Reward for Loyalty and  Engagement...
DID WE MENTION PURPOSE?To get the right answers, you have to ask the right questions    What do you want this App to do?  ...
ALIGN THE STAKE HOLDERS               Content     Objectives    Audience                       Advertisers?               ...
WHAT MAKES APPS ENGAGING?                                       Intrinsically                                        Enjoy...
ONE SIZE DOESN’T FIT ALL
THE JESSE REDNISS INTERVIEWWatch on YoutubeYou might like to read the supporting article
CASE STUDIES
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERPsych – comedy-drama murder detectiveseries. Launched a full second...
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER#Hashtag Killer GameLaunched to engage and promote beforeseason 6. ...
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERResults90 million shares on FB & TwitterAv time spent on site of ov...
CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGChevy integrated an app, GameTime, with ads launched duringthe Super Bowl 20...
CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGTrivia game – football, car, Chevy triviaquestionsData Gathered – from users...
CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGResults733,434 minutes of in-app usageOver 3 million trivia questionsanswered
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONMillion Pound Drop Quiz show on Channel4 has a suite of integrated apps t...
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONThe iOS and Android versions also allowusers to play anytime for £1.49 in...
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONResults 8.6% of total program audience played the game – 189,000 viewers ...
NICKELODEON DIDI & B.Introduction    Didi & B are two new characters for    Nick Jnr    A series of craft related short sh...
FOX FOOTY LIVE KICKObjective - Fox Sports wanted to engage Footy fans when they werewatching the game on TVThe Game    Giv...
FOX FOOTY LIVE KICK
NRL ON FOX LIVE KICK
Take a look at…THE 3RD SENSE SHOWREELOR FIND OUT MORE AT 3RDSENSE.COM
LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audie...
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
3RD SENSE Second Screen Seminar December 2012
Upcoming SlideShare
Loading in...5
×

3RD SENSE Second Screen Seminar December 2012

1,597

Published on

Broadcasters, Channels, TV Production Companies and Programme Makers are all wrestling with how best to develop second screen Apps. This presentation takes a look at the state of TV, the state of mobile and the state of play to help give some direction on what is working. The presentation also includes 5 case studies, two from 3RD SENSE. The original presentation was given by Colin Cardwell, CEO of 3RD SENSE.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,597
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

3RD SENSE Second Screen Seminar December 2012

  1. 1. PRESENTATION OUTLINE What’s today about? Who are 3RD SENSE? The State of TV The State of Mobile The State of Play So you want to create an App? Case Studies
  2. 2. FIRST LAW OF TECHNOLOGY"A consistent pattern in our response to new technologiesis we simultaneously overestimate the short-term impactand underestimate the long-term impact.“ Rule coined by Roy Amara, Past President of The Institute for the Future
  3. 3. WHO ARE 3RD SENSE?
  4. 4. WE DO PLAY Australia’s leading ‘Play Agency’ 10 years old, established in 2002 A team of 20 technology creatives working out of The Play Studio in North Sydney Creators of Games and Apps with over 250 projects under our belt We work on web, mobile, desktop and social platforms And we do Gamification
  5. 5. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  6. 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  7. 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  8. 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  9. 9. GAMIFICATION Making non-game activities more game-like Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies and more Games might be part of the strategy, but not necessarily Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
  10. 10. OUR TOOLKIT Over 100 game engines Cross platform development framework Robust high traffic hosting platform Email marketing system Analytics and reporting Competition management and draw system Virtual economy platform Ad serving platform Ad network Cross platform test suite
  11. 11. THE WAY WE WORKWe aim to craft custom solutions for our clients whilst re-using existing code and tools wherever possible. Thismeans we can: Deliver against objectives Deliver on time Stay within budget
  12. 12. HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher of hit games like Swords and Sandals Our games are played more than 25 million times every month around the World
  13. 13. WHO WE WORK WITH
  14. 14. THE STATE OF TV
  15. 15. OLD TV• Fewer channels• More shared experiences• Not much other media• Less competition for the advertising dollar• Life was simple
  16. 16. NEW TVMORE CHANNELS GAMES PVRS CONTENT ON DEMANDSKIPPING ADVERTISING ILLEGAL DOWNLOADS SMARTPHONES TABLETS SAME AD SPEND
  17. 17. WE STILL LOVE WATCHING TV Preferred Sources of Entertainment Deloitte: Vox Populi State of the Media Survey 2012
  18. 18. WE STILL LOVE WATCHING TV Watching TV in Home has remained steady at around 100 hours per month for All People Watching TV in Home 100 80 60 40 20 0 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
  19. 19. WE’RE DOING IT A BIT DIFFERENTLY Time shifted Viewing is up by 32% Internet use on a PC/laptop continues steady increase, up 11% 8 48 6 46 44 Hrs per 4 month Hrs per 42 month 2 40 0 38 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Watching Video on Internet has doubled, up 51% Watching Video on Mobile has quadrupled, up 116% 4 1.6 3.5 1.4Hrs per month Hrs per month 3 1.2 2.5 1 2 0.8 1.5 0.6 1 0.4 0.5 0 0.2 0 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
  20. 20. SECOND SCREENING 60% of Australian viewers watch TV with a 60% connected device – PC, smartphone or tablet Australian Mulitscreen Report Nielsen Q2 2012
  21. 21. WHAT ARE THEY DOING? 22% 22% of all Australian TV viewers use a connected device to find out more about content they’ve seen on TV within 24 hours of viewing Nine Entertainment Co. Nov 2012 35% 25% of US TV viewers use their smartphone to visit a website mentioned on TV Pew Internet, Jul 2012 19% 19% of US TV viewers use their smartphone to post comments online about a program they were watching Pew Internet, Jul 2012
  22. 22. RESEARCHJUST IN…
  23. 23. THE STATE OF MOBILE
  24. 24. SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012 Already some 12 million consumers use smartphones (55% of the population) By 2014, more Australians will access digital services via smartphone than a computer By 2016, more than 20 million smartphone users in Australia
  25. 25. SMARTPHONE SALES BY OS
  26. 26. IOS VS ANDROID
  27. 27. USE OF SMARTPHONES IN AUSTRALIA
  28. 28. APPS VS MSITES: APPS ARE WINNING
  29. 29. THE STATE OF PLAY
  30. 30. Meanwhile… …there has been revolution in the games industry
  31. 31. Before the revolution we knew where we stood…Gamers were young adult males who were anti-social, atePizza, drank Coke by the BIG bottle and had no life. Or maybe…
  32. 32. Kids! And then this happened…
  33. 33. DIGITAL AUSTRALIA 2012 Females make up 47% of the total game population, up from 46% in 2008. The average age of video game players in Australia is 32 years, up from 30 in 2008. 75% of gamers in Australia are aged 18 years or older. 94% of 6 to 15 years play video games 43% of those aged 51 or older play video games.
  34. 34. DIGITAL AUSTRALIA 2012 The average adult gamer has been playing video games for 12 years, 26% have been playing for more than 20. Playing habits are moderate with 59% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting. 57% of all gamers play either daily or every other day. Mobile phones are used to play games in 43% of game households, tablet computers in 13%.
  35. 35. TO SUM UP SO FAR People don’t just watch TV anymore Smartphones and Tablets are the second screen of choice Play is one of the most popular activities Both genders and all age groups love to play
  36. 36. SO YOU WANT TO DO A SECONDSCREEN APP?
  37. 37. MOST APPS FAIL
  38. 38. REASONS FOR FAILURE… We need/want an App – little or no purpose Little or no marketing Over promise and under deliver Other, better Apps that do the same thing Too short term, failure to re-invest
  39. 39. WHAT ARE THE CHALLENGES? CUT THROUGH – how do you even get noticed? CONNECTION - how do you engage your audience? ACTIONS – how do you motivate people to act?
  40. 40. CUT THROUGH New, different, you need to stand out Marketing, use existing audiences and fans Best in class – be better than the competition Long term – be prepared to re-invest Must have a purpose
  41. 41. CONNECTION Best in class Rich and Engaging Social Must have purpose
  42. 42. ACTIONS Define your objectives Set realistic expectations Align with business needs Reward for Loyalty and Engagement Must have a purpose
  43. 43. DID WE MENTION PURPOSE?To get the right answers, you have to ask the right questions What do you want this App to do? Is it about social? Is it about engagement? And who are the audience? Is it about Promotion? What does the audience want? Is it about increasing ratings? Should it make money? Is it about Live? Sell the App or Advertising or both? Is it about extending the story? How will you measure ROI? Is it about re-telling the story?
  44. 44. ALIGN THE STAKE HOLDERS Content Objectives Audience Advertisers? Right Solution
  45. 45. WHAT MAKES APPS ENGAGING? Intrinsically Enjoyable Offers Fun! Participation / Sociability CONTENT Utilitarian/ Community Informative Building Stimulating/ Challenging Inspiring
  46. 46. ONE SIZE DOESN’T FIT ALL
  47. 47. THE JESSE REDNISS INTERVIEWWatch on YoutubeYou might like to read the supporting article
  48. 48. CASE STUDIES
  49. 49. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERPsych – comedy-drama murder detectiveseries. Launched a full second screenexperience in 2011 for iOS, Android, Web.Fully gamified experience encourages usersto check-in and register with rewardsprogram ‘Club Psych’ –points, badges, awards.Enter special keywords announced duringbroadcast for access to exclusive additionalvideo content only available through app egun-aired extended scene for current episode.
  50. 50. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER#Hashtag Killer GameLaunched to engage and promote beforeseason 6. Users were given series of clueson a microsite on the Club Psychwebsite, on FB and Twitter to solve amurder.Used the 2 detective characters invideos, messages and tweets in a storylinewritten by the series writers.Game unfolded over 7 weeks with newseries of clues each week.
  51. 51. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERResults90 million shares on FB & TwitterAv time spent on site of over 12 minutesper visitFirst week of season 6 ratings increase of10% on season 5 average ratings
  52. 52. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGChevy integrated an app, GameTime, with ads launched duringthe Super Bowl 2012 broadcast.Users asked to find number plateson the cars in the ads and matchthem to number plates in the appfor chance to win a car.
  53. 53. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGTrivia game – football, car, Chevy triviaquestionsData Gathered – from userssubmitting competition entriesAd awareness measured with triviaquestions: ‘How many arms do thealiens have in the Volt ad’
  54. 54. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGResults733,434 minutes of in-app usageOver 3 million trivia questionsanswered
  55. 55. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONMillion Pound Drop Quiz show on Channel4 has a suite of integrated apps that allowusers to play along with the program in real-time – web, iPhone, iPad, Android phones& tablets
  56. 56. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONThe iOS and Android versions also allowusers to play anytime for £1.49 in-apppurchase.Twitter & Facebook integration for sharingAchievements & Awards for incentivisation‘O2’ Video TakeoverBroadcast of 2 min video in first TV breakwith simultaneous takeover of web game.Online ad had CTs to YouTube for morecontent
  57. 57. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONResults 8.6% of total program audience played the game – 189,000 viewers 17.4% watched the full video 2.34% CTR to YouTube 10% higher propensity to purchase among web players
  58. 58. NICKELODEON DIDI & B.Introduction Didi & B are two new characters for Nick Jnr A series of craft related short shows aimed at 3-5 year oldsObjectives Extend the show into a interactive educational experience for children and parents
  59. 59. FOX FOOTY LIVE KICKObjective - Fox Sports wanted to engage Footy fans when they werewatching the game on TVThe Game Give the fans a game they can play against each other. Make it real by using Live Kick data from the match. Add a Virtual Currency layer to use fan’s passion to drive brand actions. Add in great prizes as an additional motivator Extend into NRL too
  60. 60. FOX FOOTY LIVE KICK
  61. 61. NRL ON FOX LIVE KICK
  62. 62. Take a look at…THE 3RD SENSE SHOWREELOR FIND OUT MORE AT 3RDSENSE.COM
  63. 63. LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audience and drives theACTIONS you want, get in touch. 02 89 231 200 commercial@3rdsense.com www.3rdsense.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×