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Doing More With LessE jeroen@exmachinagames.com T @jeroen020
   Social Entertainment Technology & Services   HQ in Amsterdam, US office in San Francisco   Customers & partners in m...
~4 hours a day                 ~few times a                         year
Snack‟n‟zap              Feature length
A bit of revenueevery day                   Jackpot. Then nothing.                         For a long time.
   Write                  Design   Fund, license          Fund, license   Produce                Develop   Market (...
   Write                           Design   Produce Pilot                   Develop v0.9   Market                    ...
   4 Billion TV users worldwide   US: 4 hours a day (2 months non-stop per year!)   TV in 99% of all households, 2.24 s...
   100.000.000.000 Euro   25.300.000.000 US$
   100.000.000.000+ Euro    ◦ 2009 US market TV revenues, Idate   25.300.000.000 US$    ◦ 2009 US market game industry r...
Show                                 Debut channel     Debut year   Distributor                                           ...
1988The „HennyHuisman Effect‟is a situationwhere thenational phonesystem grinds toa halt due to asudden, massiveamount of ...
1996Participation TVMulti Billion$industry forBroadcasters, TVproductioncompanies,aggregators &Telco‟sSet the standardfor ...
1999Big BrotherMaking headlinesworlwdieInteractive votingvia SMS and IVR2008: broadcastin 32 countries,320 millionviewers
“... The programme is sold in a series of 52 episodes to national TVcompany Sichuan TV. Never before did a European produc...
   TV Lessons    ◦ Scheduling & scarcity    ◦ Marketing & episodes   Web:    ◦ Personalisation & social graph    ◦ Gamei...
Ex Machina 2010
PlayToTV: 4 pillars        Real-time sync with TV     Massive scheduled interactive            entertainment    Access wit...
   Social network integration   Poll   Rate   Vote & Predict   Q&A/Quiz   Chat & Twitter aggregation   Stars (achie...
   Launch quick & iterate    Artificial scarcity works    Pilot, episodes, seasons    Interaction over form    The mo...
どうも有難うjeroen@exmachinagames.com        @jeroen020
Doing More With Less (@ Tokyo Game Show)
Doing More With Less (@ Tokyo Game Show)
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Doing More With Less (@ Tokyo Game Show)

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Jeroen Elfferich's presentation at the Tokyo Game Show in September 2010

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Doing More With Less (@ Tokyo Game Show)

  1. 1. Doing More With LessE jeroen@exmachinagames.com T @jeroen020
  2. 2.  Social Entertainment Technology & Services HQ in Amsterdam, US office in San Francisco Customers & partners in media, games & brands
  3. 3. ~4 hours a day ~few times a year
  4. 4. Snack‟n‟zap Feature length
  5. 5. A bit of revenueevery day Jackpot. Then nothing. For a long time.
  6. 6.  Write  Design Fund, license  Fund, license Produce  Develop Market (a lot!)  Market (a lot!) Pray (for a hit!)  Pray (for a hit!)Cinema Console
  7. 7.  Write  Design Produce Pilot  Develop v0.9 Market  Seed and/or market Broadcast  Upload and launch Evaluate ◦ Write, produce Season 1,  Evaluate market a bit, broadcast ◦ Tweak, upload v0.91 ◦ Wash, rinse, repeat ◦ Analyse, rinse, iterateTV Web/Mobile/Social
  8. 8.  4 Billion TV users worldwide US: 4 hours a day (2 months non-stop per year!) TV in 99% of all households, 2.24 sets on average TV is turned on 6h47m a day Total hours of TV consumed: 250 billion % Americans who say they watch too much TV: 49 Youth – hours in school: 900 behind TV: 1,500 TV commercials seen per year: 20,000
  9. 9.  100.000.000.000 Euro 25.300.000.000 US$
  10. 10.  100.000.000.000+ Euro ◦ 2009 US market TV revenues, Idate 25.300.000.000 US$ ◦ 2009 US market game industry revenues, Newzoo
  11. 11. Show Debut channel Debut year Distributor Sony Pictures1 Who Wants To Be A Millionaire? ITV (UK) 1998 Television Nederland 22 Deal or No Deal 2002 Endemol (Netherlands)3 Wipeout ABC (US) 2008 Endemol CBS Studios4 Wheel of Fortune NBC (US) 1975 International5 Family Feud ABC (US) 1976 FremantleMedia6 Dont Forget The Lyrics Fox (US) 2007 RDF Rights7 Hole in the Wall Fox (US) 2008 FremantleMedia Shine8 Are You Smarter Than A 5th Grader? Fox (US) 2007 International/Mark Burnett Productions CBS Studios9 Jeopardy NBC (US) 1964 International10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media Most Popular TV Gameshows in the World TBI, 2009
  12. 12. 1988The „HennyHuisman Effect‟is a situationwhere thenational phonesystem grinds toa halt due to asudden, massiveamount of phonecalls.
  13. 13. 1996Participation TVMulti Billion$industry forBroadcasters, TVproductioncompanies,aggregators &Telco‟sSet the standardfor premium IVRand textmessaging
  14. 14. 1999Big BrotherMaking headlinesworlwdieInteractive votingvia SMS and IVR2008: broadcastin 32 countries,320 millionviewers
  15. 15. “... The programme is sold in a series of 52 episodes to national TVcompany Sichuan TV. Never before did a European producer sell a fullseason‟s worth of TV to a Chinese broadcaster. The show will be called„Wo Ai Wo De Zhu‟, or „I love China‟”
  16. 16.  TV Lessons ◦ Scheduling & scarcity ◦ Marketing & episodes Web: ◦ Personalisation & social graph ◦ Gameification of Everything ◦ Massive multiplayer New platforms ◦ iPad, Google TV, Apple TV, TV app stores
  17. 17. Ex Machina 2010
  18. 18. PlayToTV: 4 pillars Real-time sync with TV Massive scheduled interactive entertainment Access with mobile apps, web apps, TV apps and web services Live interaction thru social networks, playing with friends
  19. 19.  Social network integration Poll Rate Vote & Predict Q&A/Quiz Chat & Twitter aggregation Stars (achievements/badges) Advertising interaction
  20. 20.  Launch quick & iterate  Artificial scarcity works  Pilot, episodes, seasons  Interaction over form  The moment matters  A TV is a TV, not a computer  Leverage your fans, involve your communityEx Machina 2010
  21. 21. どうも有難うjeroen@exmachinagames.com @jeroen020

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