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

1. Creating Multimedia & IP Concepts
Jeroen Elfferich
Dutch Game Masters
Shanghai World Expo
25 May 2010

3.  Social Gaming Services & Technology
 Established in 2001
 HQ in Amsterdam (NL)
 Office in San Francisco (USA)
 Acquisition of Airplay, San Francisco (USA)

4.  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, ...

5.  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

6.  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, ...)

7.  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

8.  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

9.  “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.”

10. Global IP & Formats
Reality
Gameshows
Participation

12. 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.

13. 1996
Participation TV
Multi Billion$
industry for
Broadcasters, TV
production
companies,
aggregators &
Telco‟s
Set the standard
for premium IVR
and text
messaging

14. 1999
Big Brother
Making headlines
worlwdie
Interactive voting
via SMS and IVR
2008: broadcast
in 32 countries,
320 million
viewers

15. “... 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‟”

16.  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

17.  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

18. Crossplatform IP & Formats
Internet-based participation
TV Gameification

19.  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

20.  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

21. No live interaction with TV content

22. Play To TV situation
Editorial use of socio- Live interaction with TV content
and demographic data
Live interaction social groups

23.  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

24. 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

25.  Demo video

32.  Check-in
 Poll
 Voting
 Rating
 Q&A
 Prediction
 ...
Client support: Iphone/Ipad,
Android, Xbox, HTML5, J2ME, Flash

33.  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

34. Ex Machina
www.exmachinagames.com
Jeroen Elfferich
CEO, Co-Founder
jeroen@exmachinagames.com
T +31 20 617 26 85
M +31 6 2000 2918

36.  4th generation white label cross media gaming platform for web, mobile, broad- and narrowcast
 Julius provides a framework to:
◦ Create
◦ Distribute
◦ Manage

37.  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

38.  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

39.  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

40.  Gameplay
 Premium
 Freemium
 Monetizing user data
 Advertisement
 In game adds
 Pre-roll
 Bannering
 2nd screens

41.  Relationship with viewer
 Lead generation
 Rich consumer contacts
 Data mining
 Promotion of brands and campaigns
 Mass Media 2.0