Ex Machina op MPJC 2011
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Tijdens het Mediapark Jaarcongres 2011 op 23 juni presenteerde Ex Machina zich in de sessie Hollands Glorie.
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Ex Machina op MPJC 2011
- 1. Ex Machina PlayToTV Overview E jeroen@exmachinagames.com T @jeroen020
- 2. Ex Machina We like games, TV and social media HQ in Amsterdam, US office in San Francisco Customers & partners in entertainment & brands TV + Social Media + Games = PlayToTV
- 3. TV Proprietary operator boxes (‘Red Button’) Connected TV, Boxee, Apple TV, Google TV, Xbox, … Laptop Browser Smartphone Browser, apps Tablet Browser, apps Ex Machina 2010 From 1 to 4 Screens
- 4. TV is an event Live or linear The art of programming Artificial Scarcity Episodical content Game mechanics Collect, earn points, get feedback, exchange, customize Rewarding loyalty and achievements Ex Machina 2010 Gamification of TV: Beyond Check In
- 5. Ex Machina 2010 PlayToTV Social network integration Poll, Rate, Vote & Predict Q&A/Quiz/Trivia, Info push Chat & Twitter aggregation Stars (achievements/badges) Advertising interaction Product placement Skill & sweepstakes
- 6. December 2010, 90 minutes, pre-recorded About 800K viewers Features: Real Time Q&A, Predictions, Bonus Questions, Post to Twitter/Facebook >1% participation rate Ex Machina 2010 Case: NationaleWetenschapsquiz
- 7. Call To Action hugely important Bonus questions overlooked HTML5 works well The power of iPad: 12% of users Experienced internet users (FF, Chrome) (Pre-)registration not important Ex Machina 2010 Lessons Learned
- 10. Ex Machina 2010 Case: Germany’s Next Top Model
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- 15. Semi-final & final, January 2011, 120 minutes, live Features: live rating (personal / national), post to Twitter/Facebook Website takeover ‘widget’ About 3 Million viewers >26.000 ratings/episode Live production console Ex Machina 2010 Case: The voice of Holland Live Rating
- 16. Accurate prediction of finalists Talent doesn’t look at the clock CTA: TV explanation tripled users 7% iPad, 7% smartphones Tweak rating algorithm & controls Embedding vs destination Friends friendsfriends Twitter, facebook integration Ex Machina 2010 TVOH Lessons Learned
- 17. Launch quick & iterate Metrics, metrics, metrics Pilot, episodes, seasons Artificial scarcity works Make the moment matter Interaction over form Balance show-specific features and generic social networks Ex Machina 2010 Recommendations 1/2
- 18. A TV is a TV, not a computer Register optionally & at any moment Support all screens Be careful with apps Sync: live, schedule, on-demand/auto Make technology invisible but make it scale Say it loud, say it often, say it proud! 2% Conversion is very doable, 10% achievable Ex Machina 2010 Recommendations 2/2
- 19. Viewers that interact are engaged more and will zap away less, even during ad breaks Can be integrated into own online strategy Going online doesn’t cannibalize ratings or ads People interacting will tell and show their friends Receive extra lead generation, product placement & pay-per-play revenues New formats: user created, daytime, game-to-TV, … Ex Machina 2010 Opportunities for TV Companies
- 20. Advertisers Well understood profiles instead of anonymous viewers Advertising can be tracked and will generate leads Turn leads and customers into loyal relations Commerce Targeting: offer products based on profile (gender, location, time, interests, …) Implicit (product placement) revenue generation Explicit (home & social shopping) e-commerce Virtual goods Ex Machina 2010 Opportunities for Brands & Commerce