Creating Multimedia & IP Concepts

                         Jeroen Elfferich
                    Dutch Game Masters
      ...
   Social Gaming Services & Technology
   Established in 2001
   HQ in Amsterdam (NL)
   Office in San Francisco (USA)...
   Multiplayer: realtime social gaming
    ◦ Flexible and robust client & server technology
   Crossplatform: web, mobil...
   Time, space                  Daily
   Production values            Ratings driven
   Box office driven           ...
   Time, space                  Available 24/7
   Production values            DAU driven (ratings)
   Retail driven ...
   4 Billion TV users worldwide
   US: 4 hours a day (2 months non-stop per year!)
   TV in 99% of all households, 2.24...
   Internet will eclipse TV in advertising by 2012
   TV is no longer main source for news
   Want to watch video on PC...
   “The inherent weakness of television has
    always been the indirect relationship between
    the viewer and the broa...
Global IP & Formats
              Reality
        Gameshows
       Participation
1988

The „Henny
Huisman Effect‟
is a situation
where the
national phone
system grinds to
a halt due to a
sudden, massive
...
1996

Participation TV

Multi Billion$
industry for
Broadcasters, TV
production
companies,
aggregators &
Telco‟s

Set the ...
1999

Big Brother

Making headlines
worlwdie

Interactive voting
via SMS and IVR

2008: broadcast
in 32 countries,
320 mil...
“... The programme is sold in a series of 52 episodes to national TV
company Sichuan TV. Never before did a European produ...
   Viewer participation as new source of income &
    entertainment
   Events are still huge
   Dual or even triple scr...
   Until the 20th Century, games was the #1 pastime
   Radio, then TV turned us into passive consumers of
    entertainm...
Crossplatform IP & Formats
Internet-based participation
           TV Gameification
   Anytime, anywhere, any connected device
   3 (soon 4) dominant screen types:
    ◦ TV: sit back, play along
    ◦ Web...
   SMS & IVR very successful, but…
    ◦ Only simple interactivity, asynchronous, no social context
    ◦ Poor usability,...
No live interaction with TV content
Play To TV situation




Editorial use of socio-                                      Live interaction with TV content
and...
   Smartphones with flat-fee internet access
   Multitasking, Ipad and the inevitable wave of
    „couch surfing devices...
Play To TV: 4 pillars
        Real-time sync with TV

      Massive scheduled interactive
             entertainment

    ...
   Demo video
   Check-in
   Poll
   Voting
   Rating
   Q&A
   Prediction
   ...
                    Client support: Iphone/Ipad...
   Allow consumers to play live with their favorite
    television programs while competing with friends
    and other vi...
Ex Machina
www.exmachinagames.com

Jeroen Elfferich
CEO, Co-Founder
jeroen@exmachinagames.com
T +31 20 617 26 85
M +31 6 2...
   4th generation white label cross media gaming platform for web, mobile, broad- and narrowcast
   Julius provides a fr...
   Flexible and robust client & server technology
   Play live and real-time against other players
   Play simultaneous...
   Massive multiplayer events
   Specific dates and times
   Large groups play the same game concurrent in the same
   ...
   Real-time multiplayer interaction with TV content
    ◦   Gaming
    ◦   Reality Shows
    ◦   Sports


   Social
   ...
   Gameplay
      Premium
      Freemium
   Monetizing user data
   Advertisement
      In game adds
      Pre-roll...
   Relationship with viewer
   Lead generation
   Rich consumer contacts
   Data mining
   Promotion of brands and ca...
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich
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Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich

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A presentation by Jeroen Elfferich on social TV and playing along during the Shanghai Expo 2010 Dutch Gamemasters series.

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Shanghai Expo - Dutch Game Masters: PlayToTV by Jeroen Elfferich

  1. 1. Creating Multimedia & IP Concepts Jeroen Elfferich Dutch Game Masters Shanghai World Expo 25 May 2010
  2. 2.  Social Gaming Services & Technology  Established in 2001  HQ in Amsterdam (NL)  Office in San Francisco (USA)  Acquisition of Airplay, San Francisco (USA)
  3. 3.  Multiplayer: realtime social gaming ◦ Flexible and robust client & server technology  Crossplatform: web, mobile, TV, console ◦ Play anytime, anywhere, on any device  Broadcast integration: PlayToTV ◦ Watch a show, play with friends, beat the nation  Social gaming: play with your friends ◦ Deep integration with Facebook, Netlog, Hyves, ...
  4. 4.  Time, space  Daily  Production values  Ratings driven  Box office driven  Recurring advertising revenues  One off product  Regular production  Hit-or-miss  Iterate (pilot, season 1,  Release, then Franchise season 2 etc) Cinema TV
  5. 5.  Time, space  Available 24/7  Production values  DAU driven (ratings)  Retail driven  Iterate: GaaS  Recurring revenues:  One off product advertising, freemium,  Hit-or-miss lead generation  Release, then franchise  Social Console Online (PC, mobile, ...)
  6. 6.  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  65+ billion $ industry
  7. 7.  Internet will eclipse TV in advertising by 2012  TV is no longer main source for news  Want to watch video on PC: 82%  >24% of US households has DVR  Teens are online more than watching TV  Interactive digital TV has slow adoption rates
  8. 8.  “The inherent weakness of television has always been the indirect relationship between the viewer and the broadcaster. Because there has never been any way to make individual viewers pay for the parts of the service they actually watch, broadcast television is based upon a business model which forces viewers to pay indirectly.”
  9. 9. Global IP & Formats Reality Gameshows Participation
  10. 10. 1988 The „Henny Huisman Effect‟ is a situation where the national phone system grinds to a halt due to a sudden, massive amount of phone calls.
  11. 11. 1996 Participation TV Multi Billion$ industry for Broadcasters, TV production companies, aggregators & Telco‟s Set the standard for premium IVR and text messaging
  12. 12. 1999 Big Brother Making headlines worlwdie Interactive voting via SMS and IVR 2008: broadcast in 32 countries, 320 million viewers
  13. 13. “... The programme is sold in a series of 52 episodes to national TV company Sichuan TV. Never before did a European producer sell a full season‟s worth of TV to a Chinese broadcaster. The show will be called „Wo Ai Wo De Zhu‟, or „I love China‟”
  14. 14.  Viewer participation as new source of income & entertainment  Events are still huge  Dual or even triple screen multitasking  Low distribution costs, rise of the mid-tail  Balancing live, recorded & on-demand TV  TV Game Shows doing better than ever  Mass Media 2.0 – following the broadcast model
  15. 15.  Until the 20th Century, games was the #1 pastime  Radio, then TV turned us into passive consumers of entertainment  Late 20th Century, videogames showed that people care about interactive entertainment  And now, the broadcast industry is trying to figure out how to succeed in interactive formats  Or can the games industry serve this trend? www.exmachina.nl
  16. 16. Crossplatform IP & Formats Internet-based participation TV Gameification
  17. 17.  Anytime, anywhere, any connected device  3 (soon 4) dominant screen types: ◦ TV: sit back, play along ◦ Web: versatile, pervasive ◦ Mobile: always on, personal ◦ (Tablet/iPad: the best of web & mobile)  Create interactive experience for all screens  Synchronous (live) and asynchronous (on-demand) www.exmachina.nl
  18. 18.  SMS & IVR very successful, but… ◦ Only simple interactivity, asynchronous, no social context ◦ Poor usability, complex controls  TV-only (teletext, digital TV), but… ◦ Multiple players, one remote control? ◦ Often no return channel, no interactivity ◦ No integrated payment option People want to participate, but compared to online & mobile games, today‟s solutions are too primitive
  19. 19. No live interaction with TV content
  20. 20. Play To TV situation Editorial use of socio- Live interaction with TV content and demographic data Live interaction social groups
  21. 21.  Smartphones with flat-fee internet access  Multitasking, Ipad and the inevitable wave of „couch surfing devices‟  “Best of the web with the best of TV” (Google TV)  True, open internet-capable TV  Network & social graph API‟s  Righ Here, Right Now mentality
  22. 22. Play To TV: 4 pillars Real-time sync with TV Massive scheduled interactive entertainment Access with mobile apps, web apps and web services Live interaction thru social networks, playing with friends
  23. 23.  Demo video
  24. 24.  Check-in  Poll  Voting  Rating  Q&A  Prediction  ... Client support: Iphone/Ipad, Android, Xbox, HTML5, J2ME, Flash
  25. 25.  Allow consumers to play live with their favorite television programs while competing with friends and other viewers tuned in to the same program  Like-minded friends and fans can socialize, network and form communities around their favorite TV programs, stars & brands  Provides a unique crossplatform (mobile and online) offering, allowing users to join regardless of device  Iterative production, games-as-a-service  PlayToTV transforms television into a gameified, social experience
  26. 26. Ex Machina www.exmachinagames.com Jeroen Elfferich CEO, Co-Founder jeroen@exmachinagames.com T +31 20 617 26 85 M +31 6 2000 2918
  27. 27.  4th generation white label cross media gaming platform for web, mobile, broad- and narrowcast  Julius provides a framework to: ◦ Create ◦ Distribute ◦ Manage
  28. 28.  Flexible and robust client & server technology  Play live and real-time against other players  Play simultaneously on any connected device  Deep integration with Facebook, Netlog, Hyves
  29. 29.  Massive multiplayer events  Specific dates and times  Large groups play the same game concurrent in the same game session  Fitted to be supported by audio or video host
  30. 30.  Real-time multiplayer interaction with TV content ◦ Gaming ◦ Reality Shows ◦ Sports  Social ◦ Facebook, tweets ◦ Friends watching & playing now  Live or recorded ◦ In sync with TV ◦ Cable, PDR‟s, broadcast  iPhone, iPad, Brew, Web, Android  Scalable
  31. 31.  Gameplay  Premium  Freemium  Monetizing user data  Advertisement  In game adds  Pre-roll  Bannering  2nd screens
  32. 32.  Relationship with viewer  Lead generation  Rich consumer contacts  Data mining  Promotion of brands and campaigns  Mass Media 2.0

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