flux lezing play to tv 200812

Play To TV

Hilversum, 4 December 2008Jeroen Elfferich

Ex MachinaSocial Gaming Technology

www.exmachina.nl

http://www.exmachina.nl/

Ex Machina

• Social Gaming Technology• Based in Amsterdam, The Netherlands• Enabling multiplayer web games since 1998• Enabling multiplayer mobile games since 2002• Enabling crossplatform games & communities since 2006• Customers and partners in Europe, US, Korea and Japan

www.exmachina.nl

TV Is Magic

• 4 hours a day (2 months non-stop per year!)• At least one TV in 99% of all households• 2.24 average TV sets per US household• TV is turned on 6h47m a day• Total hours of TV consumed: 250 billion• Percentage of 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% growth

www.exmachina.nl

TV Is In Decline

• Internet will eclipse TV in advertising by 2012• TV is source for news – ’04 campaign: 68% ‘08 campaign: 60%• 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

www.exmachina.nl

The Achilles heel of television.“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.”

Or Is It?

• Viewer participation as new source of income & entertainment

• Triple-play multitasking• Low distribution costs, rise of the mid-tail• Balancing DVR & (live) events• TV Game Shows doing better than ever

www.exmachina.nl

Television Web Sites Thrive During Prime Time, According to Nielsen//NetRatings “At NBC.com in February, 40 percent of total time spent was during prime time, making it the No. 1 Web site when ranked during prime time. Web properties ABC Primetime and Fox Broadcasting took the No. 2 and 3 spots, with a respective 30 percent and 26 percent of total time spent taking place between 8pm - 11pm”

TV Infrastructure

Analog broadcastAnalog broadcast

Digital Cable/Sat/TDigital Cable/Sat/T

Interactive digitalInteractive digital

IP (IPTV, P2P, d/l)IP (IPTV, P2P, d/l)

MobileMobile

(Inter)action

Channel surfingChannel surfing

Time shiftingTime shifting

Medium

EmbeddedEmbedded

Digital meta-dataDigital meta-data

Online meta-dataOnline meta-data

Proprietary returnProprietary return

IP returnIP return

Non-TV: IVRNon-TV: IVR

Non-TV: SMSNon-TV: SMS

Non-TV: OnlineNon-TV: Online



EmbeddedEmbedded

EPGEPG

Respond to adsRespond to ads

TV content portalTV content portal

VotingVoting

CommunicateCommunicate

Play AlongPlay Along

VODVOD

www.exmachina.nl

Voting

TV Infrastructure





MobileMobile

(Inter)action



Medium

EmbeddedEmbedded




IP returnIP return






EmbeddedEmbedded

EPGEPG



VotingVoting



VODVOD

www.exmachina.nl

Communication (IM, Sharing, Twitter…)

TV Infrastructure





MobileMobile

(Inter)action



Medium

EmbeddedEmbedded




IP returnIP return






EmbeddedEmbedded

EPGEPG



VotingVoting



VODVOD

www.exmachina.nl

TV Play Along

From Games to Broadcast to Games

• 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

Crossplatform Gaming

• Anytime, anywhere, any connected device• 3 Dominant screens

– TV: sit back, play along– Web: versatile, pervasive– Mobile: always on, personal

• Create interactive experience for all screens

www.exmachina.nl

Today’s Viewer Participation

• SMS & IVR very successful, but…– Only simple interactivity, asynchronous– 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 PC & mobile games today’s solutions are too primitive

www.exmachina.nl

TV Play Along

• Beyond simple SMS / Call-in• Extend TV formats to include continuous gameplay on web

and mobile• Engage new and existing TV audiences• Convert online audience into program viewers• Strengthen broadcast brand and program brands• Popularize game brands

www.exmachina.nl

• Any TV• Use online return

channel• Mobile, laptop as

ultimate TV companions

• Optimal reach, optimal interactivity

• Billing, community, personalization

www.exmachina.nlwww.exmachina.nlwww.exmachina.nlwww.exmachina.nlwww.exmachina.nlwww.exmachina.nlwww.exmachina.nlwww.exmachina.nl

TV Play Along Sweet Spot

www.exmachina.nl

TV Infrastructure





MobileMobile

Medium

EmbeddedEmbedded




IP returnIP return






EmbeddedEmbedded

Play Along Types

• TV Originated– TV leads gameplay– Parallel gaming (pre-recorded)– Integrated gaming (live TV shows)

• TV Terminated– TV follows gameplay– Skill-based Call TV– Turn online games into TV– Automated TV production

• Also applies to radio!

www.exmachina.nl

RADIO 538 / WETEN IS WINNENRadio Originated Integrated Gaming

www.exmachina.nl

www.exmachina.nl

PLAY TO TV EXAMPLETV Originated Integrated Gaming

www.exmachina.nl

Stage 1: Announce

www.exmachina.nl

Ex MachinaVectorTelevision

Welcome! In a few moments, HKU Quiz will start. Now YOU

can play along and be a contestant at home.

Simply pick up your PC or mobile and join us!

Stage 1: Announce

www.exmachina.nl


For more information on how to take part in this show, see text page 123 or go to HKU.tv

Stage 2: Provisioning

www.exmachina.nl


Ex Machina

SMS from 1234Click this link to install the game app on your phone

www.HKU.tv

Welcome to HKU Quiz!Instructions

Username: …………Password: ………….Register or log in

Instructions on 123 HKU Quiz

Mobile instructions: send text message ‘HKU’ to shortcode 1234. You’ll then get a link to install the game on your phone.

Web instructions: go to HKU.tv in your browser. Register first. After you log in, you’re ready to play

Instructions

Mobile…………………Web………………………

Stage 3: Gathering

www.exmachina.nl

Ex Machina

HKU Quiz App

13.479 playersGame will start in

30 seconds

HKU Quiz Web App

13.479 playersGame will start in

30 seconds


Excellent! Now we’re ready to play. If you haven’t done so

already, now is the time to start the application and log in.

You now have 30 seconds before we close our lines and

start with the first round!

Stage 4: Game Start

www.exmachina.nl

Ex Machina

Game started25.146 players online

Waiting for category

HKU Quiz Web App

25.146 players online

Waiting for studio candidate to select

category


OK, here we go! We have over 25.000 players now, and a team of 5 famous game designers in the studio. Everyone will get the same answer at the same time, and is given the same

opportunity to answer .

Stage 4: Game Start

www.exmachina.nl

Ex Machina

Category selectedGames Industry

ArcadeCurrent Games

All-Time Favorites

Category selected

Games IndustryArcade

Current GamesAll-Time Favorites


We’ll pick a random contestant from the studio… It’s seat 1,

Shigeru Miyamoto. Miyamoto-san, what will it be?

Miyamoto: Well, let’s see… You know what, I’ll pick Arcade!

Stage 5: Game Session

www.exmachina.nl

Ex Machina

Answer

Answer

Use your mouse or keypad to enter your answer


Here’s the first question: When did “Donkey Kong” hit the

arcades in the US?1)19792)1981 3)1982

Answer 1)

Answer 2)

Answer 3)

Answer 1)

Answer 2)

Answer 3)


www.exmachina.nl

Ex Machina

Answer

Answer

Use your mouse or keypad to enter your answer


Just 10 seconds left… 5… 4, 3, 2, 1…. so Miyamoto-san, time’s

up, what’s your answer?

Miyamoto: Are you kidding? This is easy! I designed it! 1981

Of course!

Answer 1)

2) selected

Answer 3)

Answer 1)

Answer 2)

3) selected1) 1979

2) 1981

3) 1982


www.exmachina.nl

Ex Machina

Result

Great! You receive 41 points, total at 41

Result

Too bad!Number 2) was the right

answerYou have 0 points


Was Miyamoto-san right to brag? Were those playing at

home correct? Let’s see… Yes – 1981 it was!

A huge hit for Nintendo, it made $180 M in its first year

2) Correct Answer

3) Wrong Answer

1) 1979

2) 1981

3) 1982


www.exmachina.nl

Ex Machina

Stats44% answered correct

You have 41 pointsPosition 264 / 25.164

Stats

44% of home players answered correctYou have 0 points

Position 18.964 out of 25.164 contestants


Now let’s have a look and see how everyone did. Miyamoto-san, you were the only one in

the studio with the right answer. At home, 44% of our viewers answered correctly.

Stage 5: Game Session (continued)

www.exmachina.nl

Ex Machina


Several more categories are selected and questions from those categories answered, the flow of which is similar to the previous slides

Stage 6: Winner

www.exmachina.nl

Ex Machina

Final score: 494You have answered 10

out of 12 correct. You’re in the top 5% of all players!

Final result

Your score is 284

You have answered 6 out of 12 correct. You’re in the top 40% of all players and

2nd among your friends.Ex MachinaVectorTelevision

So the end of the game’s here – in our studio, Miyamoto-san has won. But we also have a winner from those playing

along from home. So here’s the top 5:

Home winners1) Mark13372) LeaLeah3) Bozon4) DragonSlay5) AnneH

Stage 6: Winner

www.exmachina.nl

Ex Machina

TV Show has endedDo you want to keep

playing?yes / no

main menu

TV Show has ended

Click here to keep playing online, or go back to the

main menu


The TV show is now over. But if you feel like having another go, you can continue for as long as you like on your phone or PC.

Every hour, day and week there are great prizes!

See you next week, same time, same channel, new quiz!

Suitable TV Play Along Formats

• Trivia quiz shows• Word & puzzle games• National tests• Card games• Live sports• Debates• E-sports• Betting• Avatar games

www.exmachina.nl

Sources

• Australian Broadcasting Corporation• Wikipedia• PWC Media Outlook• NPR• Nielsen//NetRatings

www.exmachina.nl

Thanks!

Jeroen [email protected]+31 6 2000 2918

www.exmachina.nl

mailto:[email protected]

flux lezing play to tv 200812

Business