Ex Machina op MPJC 2011


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Tijdens het Mediapark Jaarcongres 2011 op 23 juni presenteerde Ex Machina zich in de sessie Hollands Glorie.

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Ex Machina op MPJC 2011

  1. 1. Ex Machina<br />PlayToTV Overview<br />E jeroen@exmachinagames.com T @jeroen020<br />
  2. 2. Ex Machina<br />We like games, TV and social media<br />HQ in Amsterdam, US office in San Francisco<br />Customers & partners in entertainment & brands<br />TV + Social Media + Games = PlayToTV<br />
  3. 3. TV<br />Proprietary operator boxes (‘Red Button’)<br />Connected TV, Boxee, Apple TV, Google TV, Xbox, …<br />Laptop<br />Browser<br />Smartphone<br />Browser, apps<br />Tablet<br />Browser, apps<br />Ex Machina 2010<br />From 1 to 4 Screens<br />
  4. 4. TV is an event<br />Live or linear<br />The art of programming<br />Artificial Scarcity<br />Episodical content<br />Game mechanics<br />Collect, earn points, get feedback, exchange, customize<br />Rewarding loyalty and achievements<br />Ex Machina 2010<br />Gamification of TV: Beyond Check In<br />
  5. 5. Ex Machina 2010<br />PlayToTV<br />Social network integration<br />Poll, Rate, Vote & Predict<br />Q&A/Quiz/Trivia, Info push<br />Chat & Twitter aggregation<br />Stars (achievements/badges)<br />Advertising interaction<br />Product placement<br />Skill & sweepstakes<br />
  6. 6. December 2010, 90 minutes, pre-recorded<br />About 800K viewers<br />Features: Real Time Q&A, Predictions, Bonus Questions, Post to Twitter/Facebook<br />>1% participation rate<br />Ex Machina 2010<br />Case: NationaleWetenschapsquiz<br />
  7. 7. Call To Action hugely important<br />Bonus questions overlooked<br />HTML5 works well<br />The power of iPad: 12% of users<br />Experienced internet users (FF, Chrome)<br />(Pre-)registration not important<br />Ex Machina 2010<br />Lessons Learned<br />
  8. 8. Ex Machina 2010<br />
  9. 9. Ex Machina 2010<br />
  10. 10. Ex Machina 2010<br />Case: Germany’s Next Top Model<br />
  11. 11. Ex Machina 2010<br />
  12. 12. Ex Machina 2010<br />
  13. 13. Ex Machina 2010<br />
  14. 14. Ex Machina 2010<br />
  15. 15. Semi-final & final, January 2011, 120 minutes, live<br />Features: live rating (personal / national), post to Twitter/Facebook<br />Website takeover ‘widget’<br />About 3 Million viewers<br />>26.000 ratings/episode<br />Live production console<br />Ex Machina 2010<br />Case: The voice of Holland Live Rating<br />
  16. 16. Accurate prediction of finalists<br />Talent doesn’t look at the clock<br />CTA: TV explanation tripled users<br />7% iPad, 7% smartphones<br />Tweak rating algorithm & controls<br />Embedding vs destination<br />Friends friendsfriends<br />Twitter, facebook integration<br />Ex Machina 2010<br />TVOH Lessons Learned<br />
  17. 17. Launch quick & iterate<br />Metrics, metrics, metrics<br />Pilot, episodes, seasons<br />Artificial scarcity works<br />Make the moment matter<br />Interaction over form<br />Balance show-specific features and generic social networks<br />Ex Machina 2010<br />Recommendations 1/2<br />
  18. 18. A TV is a TV, not a computer<br />Register optionally & at any moment<br />Support all screens<br />Be careful with apps<br />Sync: live, schedule, on-demand/auto<br />Make technology invisible but make it scale<br />Say it loud, say it often, say it proud!<br />2% Conversion is very doable, 10% achievable<br />Ex Machina 2010<br />Recommendations 2/2<br />
  19. 19. Viewers that interact are engaged more and will zap away less, even during ad breaks<br />Can be integrated into own online strategy<br />Going online doesn’t cannibalize ratings or ads<br />People interacting will tell and show their friends<br />Receive extra lead generation, product placement & pay-per-play revenues<br />New formats: user created, daytime, game-to-TV, …<br />Ex Machina 2010<br />Opportunities for TV Companies<br />
  20. 20. Advertisers<br />Well understood profiles instead of anonymous viewers<br />Advertising can be tracked and will generate leads<br />Turn leads and customers into loyal relations<br />Commerce<br />Targeting: offer products based on profile (gender, location, time, interests, …)<br />Implicit (product placement) revenue generation<br />Explicit (home & social shopping) e-commerce<br />Virtual goods<br />Ex Machina 2010<br />Opportunities for Brands & Commerce<br />