Landscape social gaming - TALK for European lotteries, London, 2011
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Landscape social gaming - TALK for European lotteries, London, 2011

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This keynote was given in front of all european lotteries in january 2011 (40min). ...

This keynote was given in front of all european lotteries in january 2011 (40min).
https://www.european-lotteries.org/event/joint-elwla-marketing-seminar-1?cf=15&page=6
Lotteries are social by definition. It's the cumulated volume of players that give them the capacity to create amazing money games. How can they embrace digital evolutions ? Those slides are still relevant today.

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    Landscape social gaming - TALK for European lotteries, London, 2011 Landscape social gaming - TALK for European lotteries, London, 2011 Presentation Transcript

    • landscape+socialgaming DIGITAL LONDON - European Lotteries - January 27th 2011 Raphaël Briner CEO HyperWeek
    • Evolution 1995 - 2005 web search Logic, categorical, textual 2005 - 2015 social web Emotion, contextual, visual 2008 - 2018 personal web Intelligent, ubiquitous
    • Playing with 4 pillars > 2007 social mobile real-time local social mobile real-time local social mobile real-time local social mobile real-time local social mobile real-time local social mobile real-time local
    • new Behaviors • Group-buying (groupon) • Mobile-buying (apple store) • Employees connected to companies (linkedin company pages) • Brands connected to consumers (facebook like)
    • 4 pillars exploding combined > 2011 social FB 1billion ? Twitter 300mio ? Quora ? mobile 500 mio of smartphones 50 mio of tablets real-time Real-time in enterprises, games, TV, facetime Cheaper local Local offers Locationbased
    • Future of internet ? Easy ! «Predicting the future of the Internet is easy: anything it hasn’t yet dramatically transformed, it will.» Chris Dixon, investor, 13.1.2011
    • Future of social ? Still complex social
    • the winner: Facebook 45% of US people have a FB account the underdog: Google Youtube is promoting Facebook connect Google search is spammed, Social search will become 1st ? social
    • 4 years 2007 - Facebook invades Europe and opens apps to populate profiles (with zombies & gifts) 2008 - Facebook reinvents newsfeed, reduces noises from external apps and improve openess with Facebook connect 2009 - Facebook goes mobile, is cash-flow positive 2010 - Facebook starts places, questions, credits and launch Facebook messages (15 months to develop). A movie is made 2011- Facebook starts offers and strategic partnerships with social games players (inc. zynga) social
    • 2011... Facebook investor: «Facebook is just beginning» DLD conference, Jim Breyer, Accel partner, January 23th social
    • 26th January • Facebook introduced yesterday «Buy with friends» The idea is to let users tell their friends about virtual goods purchases that they’ve made in Facebook games. Most interestingly, if a user unlocks a deal, they might be able to share it with their friends. • “Your friend has unlocked this deal for you — get 40 percent off this special monster food.”
    • 26th January • Facebook increased security and introduced yesterday «Social captcha»
    • 2011... My father (62) and my daughter(12) join Facebook...What might be the typical problems ? Privacy issue Father connecting with my friends Governance issue Daughter connecting with my nephew, (and violating the term of services) social
    • Issues • Privacy: a 12 years old doesn’t understand what’s a login/logout • Governance: Germany just won a trial against Facebook forcing them to make strong limitation on the «Friend Finder» • Charging: Facebook credits will become a request social
    • Why on Facebook ? • Curiosity • Games (Golf, poker) • Supporting groups/brands/ companies/associations/ schools • Connecting with old peers social
    • Why on Facebook ? • No choice • Friends welcoming her better than 100 super community managers • Connecting in 2 hours with her best friends and chatting 4 hours after first signup ! (27 friends in a week-end) social
    • Why not on Facebook? • 9 years old... • 100 accounts on gaming websites • a PS3, a Wii • playing on the web for 7 years • YouTube native social
    • mobile
    • new Connected devices > 2009 Android Phones, iPhones > 2010 GoogleTV, appleTV, samsung internet@tv > 2010 iPad, samsung galaxy, motorola xoom mobile
    • mobile payments mobile
    • new NFC «near field communication» • «Android 2.3 includes an NFC software stack for developers to play with, and Google promises more advanced capabilities in the future. Google Checkout doesn’t have anything like the scale of iTunes, so the API creates a big open goal for PayPal, Ebay’s payment service.» FT src http://blogs.ft.com/fttechhub/2011/01/apple-nfc/ • From this summer, McDonald’s in the UK will have the terminals required to “pay by wave” via properly equipped credit and debit cards in 1,200 restaurants. mobile
    • new Credits Virtual goods games, apps • • • gifts • Real goods flowers songs live events coupons • • • albums everything shippable iTunes becoming NFC-compatible ? mobile
    • Facebook Credit • Obligatory on Facebook.com starting july 1st 2011, for all > 300 developers 33% commission
    • realtime
    • realtime
    • new Liquid content • Microblogging change the way people are sharing updates, including what they buy, what they consume in real time real-time
    • new API • Webspace instead of website • • • Virtual server ≠ on premise Mashups Context (local, historical, related data) real-time
    • new Activity Streams real-time
    • new Alerts messages push «grab milk pleaz» robots notif. push GOOG +4% geonotif. push proximity real-time
    • local ?
    • local
    • July 30 2010 QYPE 2005 # users 9mio comscore 17mio per m. announce d >6mio BRIGHT registered KITE 3mio 2009 active per m. FOUR SQUARE 2004 iTaste 2008 tips / posts 2.5mio social gameownershi p 11mio comscore 23mio per month announced 100k developer s yes strong in DE, UK 2008 800k recognitio n DE reviews reviews (70k) yes yes US, UK location, badges now ok US badges, mayorshi p strong (twitterlike) Google Places - Proper checkin new market yes raised $ deals iPad -, iphone app+ webmob 8mio - yes - US, UK (1mio on UK per m,) rating yes strong (directori es-killer) FR/CH FR yes 1.4mio - yes (creator) 21.4mio (valo >90mio) partnering - yes 29.5mio - - testing - - - FR - 56mio - - - Matchma king, points, gold/silv./ bronze mathmakin gevent organizatio n - ultratargeted ad yes ownershi p, renting, monopoly -style Tellmewhere Dismoiou fun http:// i.qype.co.uk/ uk/places 2mio 2008 yelp Review tips & mayorshi p 2009 Booyah MyTown type open API for - - yes FR, DE (rejected 500mio offer from Goog in 09) <1mio US 800k yes
    • BOOYAH location-based social game 3 mio users “Location is just a way to drive them to the store, but ultimately people want to actually be able to sell products, so this is one step away, getting closer to the finish line to point of sale.” Booyah’s founder Keith Lee says. “And that’s really where we want to go in terms of validating activities that you do in the real world.” ...Through MyTown, a business will be able to learn about the interests of its consumers, which products they find attractive and how they interact with a retailers’ competitors.
    • ovi palm
    • FOURSQUARE as a location-based platform
    • gamification
    • gamification of the real world
    • social gaming
    • social gaming social mobile real-time rewards login socialgraph walls messages accessibility Real-time game with other peers Visual achievements (badges), retribution (credits) depending on activism (social recommendation, sharing, scores) touch-based game mobile payment gameplay Credits local NFC ROI (gain)
    • zynga fever • Farmville, Zynga, has 65mio users (src wikipedia sept.2010). Money raised: 400mio Total players: 340mio • According Google Investment, Zynga is simply the best startup • «La chose mobile n’est pas terminée, c’est un monstre marché», «Zynga est le modèle» http://venturebeat.com/2010/11/16/google-investor-john-doerr-zynga-is-our-best-company-ever/
    • Zynga • Zynga took profit of Facebook invitations, streams & notifications • Zynga is now forced to reduce spam, use Facebook credits
    • DeNa • Largest social gaming network in Japan • 95% of their revenues is coming from virtual goods
    • 25% of profitability
    • Adknowledge Raises Over $200 Million To Pursue Acquisitions January 12, 2011
    • lotteries • How to take profit of that ? social mobile real-time rewards login socialgraph walls messages accessibility Real-time game with other peers Visual achievements (badges), retribution (credits) depending on activism (social recommendation, sharing, scores) touch-based game mobile payment gameplay Credits local NFC ROI (gain)
    • growth + • new audience • new type of players/markets • new distribution channels
    • invest • Now, with existing successful games, revisited • Experiment • Understand & experience credits, dependencies, platforms limitations, new social game mechanics
    • Innovate around games social mobile real-time clouds platforms mPayment game NFC chips internetTV rewards Communicating objects 3G tablet smartphone location
    • Photos Creative commons Nasa Contact Raphaël Briner +41 76 581 6721 raphael@hyperweek.com skype & twitter raphaelbriner