This keynote was given in front of all european lotteries in january 2011 (40min). https://www.european-lotteries.org/event/joint-elwla-marketing-seminar-1?cf=15&page=6 Lotteries are social by definition. It's the cumulated volume of players that give them the capacity to create amazing money games. How can they embrace digital evolutions ? Those slides are still relevant today.

1. landscape+socialgaming
DIGITAL
LONDON - European Lotteries - January 27th 2011
Raphaël Briner CEO HyperWeek

2. Evolution
1995 - 2005
web search
Logic, categorical, textual
2005 - 2015
social web
Emotion, contextual, visual
2008 - 2018
personal web
Intelligent, ubiquitous

4. Playing with 4 pillars
> 2007
social
mobile
real-time
local
social
mobile
real-time
local
social
mobile
real-time
local
social
mobile
real-time
local
social
mobile
real-time
local
social
mobile
real-time
local

5. new Behaviors
• Group-buying (groupon)
• Mobile-buying (apple store)
• Employees connected to companies
(linkedin company pages)
• Brands connected to consumers
(facebook like)

6. 4 pillars exploding
combined > 2011
social
FB
1billion ?
Twitter
300mio ?
Quora ?
mobile
500 mio of
smartphones
50 mio of
tablets
real-time
Real-time in
enterprises,
games, TV,
facetime
Cheaper
local
Local
offers
Locationbased

7. Future of internet ?
Easy !
«Predicting the future of the
Internet is easy: anything it
hasn’t yet dramatically
transformed, it will.»
Chris Dixon, investor, 13.1.2011

8. Future of social ?
Still complex
social

10. the winner:
Facebook
45% of US people have a FB account
the underdog:
Google
Youtube is promoting Facebook connect
Google search is spammed,
Social search will become 1st ?
social

11. 4 years
2007 - Facebook invades Europe and
opens apps to populate profiles (with
zombies & gifts)
2008 - Facebook reinvents newsfeed,
reduces noises from external apps and
improve openess with Facebook connect
2009 - Facebook goes mobile, is cash-flow
positive
2010 - Facebook starts places, questions,
credits and launch Facebook messages
(15 months to develop). A movie is made
2011- Facebook starts offers and strategic
partnerships with social games players
(inc. zynga)
social

12. 2011...
Facebook investor:
«Facebook is just beginning»
DLD conference, Jim Breyer, Accel partner, January 23th
social

13. 26th January
•
Facebook introduced yesterday «Buy with
friends»
The idea is to let users tell their friends
about virtual goods purchases that they’ve
made in Facebook games. Most
interestingly, if a user unlocks a deal, they
might be able to share it with their friends.
•
“Your friend has unlocked this deal for you
— get 40 percent off this special monster
food.”

14. 26th January
• Facebook increased security and
introduced yesterday «Social captcha»

15. 2011...
My father (62) and my daughter(12) join
Facebook...What might be the typical
problems ?
Privacy issue Father
connecting with my friends
Governance issue
Daughter connecting
with my nephew, (and
violating the term of services)
social

16. Issues
• Privacy: a 12 years old doesn’t
understand what’s a login/logout
• Governance: Germany just won a trial
against Facebook forcing them to make
strong limitation on the «Friend Finder»
• Charging: Facebook credits will become
a request
social

17. Why on Facebook ?
• Curiosity
• Games (Golf, poker)
• Supporting groups/brands/
companies/associations/
schools
• Connecting with old peers
social

18. Why on Facebook ?
• No choice
• Friends welcoming her
better than 100 super
community managers
• Connecting in 2 hours with
her best friends and
chatting 4 hours after first
signup ! (27 friends in a week-end)
social

19. Why not on Facebook?
• 9 years old...
• 100 accounts on
gaming websites
• a PS3, a Wii
• playing on the
web for 7 years
• YouTube native
social

20. mobile

22. new Connected devices
> 2009 Android Phones, iPhones
> 2010 GoogleTV, appleTV, samsung internet@tv
> 2010 iPad, samsung galaxy, motorola xoom
mobile

23. mobile payments
mobile

24. new NFC
«near field communication»
•
«Android 2.3 includes an NFC software
stack for developers to play with, and
Google promises more advanced
capabilities in the future. Google Checkout
doesn’t have anything like the scale of
iTunes, so the API creates a big open goal
for PayPal, Ebay’s payment service.»
FT src http://blogs.ft.com/fttechhub/2011/01/apple-nfc/
•
From this summer, McDonald’s in the UK will
have the terminals required to “pay by wave”
via properly equipped credit and debit cards
in 1,200 restaurants.
mobile

25. new Credits
Virtual goods
games, apps
•
•
•
gifts
•
Real goods
flowers
songs
live events
coupons
•
•
•
albums
everything
shippable
iTunes becoming
NFC-compatible ?
mobile

26. Facebook Credit
• Obligatory on Facebook.com starting
july 1st 2011, for all > 300 developers
33% commission

28. realtime

29. realtime

30. new Liquid content
•
Microblogging change the
way people are sharing
updates, including what they
buy, what they consume in
real time
real-time

31. new API
•
Webspace instead of
website
•
•
•
Virtual server ≠ on premise
Mashups
Context (local, historical,
related data)
real-time

32. new Activity Streams
real-time

33. new Alerts
messages push
«grab milk
pleaz»
robots notif. push
GOOG +4%
geonotif. push
proximity
real-time

34. local ?

35. local

36. July 30
2010
QYPE
2005
# users
9mio
comscore
17mio
per m.
announce
d
>6mio
BRIGHT registered
KITE
3mio
2009
active per
m.
FOUR
SQUARE
2004
iTaste
2008
tips /
posts
2.5mio
social
gameownershi
p
11mio
comscore
23mio per
month
announced
100k
developer
s
yes
strong in
DE, UK
2008
800k
recognitio
n
DE
reviews
reviews
(70k)
yes
yes
US, UK
location,
badges
now
ok
US
badges,
mayorshi
p
strong
(twitterlike)
Google
Places
-
Proper
checkin
new
market
yes
raised $
deals
iPad
-, iphone
app+
webmob
8mio
-
yes
-
US, UK
(1mio on
UK per
m,)
rating
yes
strong
(directori
es-killer)
FR/CH
FR
yes
1.4mio
-
yes
(creator)
21.4mio
(valo
>90mio)
partnering
-
yes
29.5mio
-
-
testing
-
-
-
FR
-
56mio
-
-
-
Matchma
king,
points,
gold/silv./
bronze
mathmakin
gevent
organizatio
n
-
ultratargeted
ad
yes
ownershi
p, renting,
monopoly
-style
Tellmewhere
Dismoiou
fun
http://
i.qype.co.uk/
uk/places
2mio
2008
yelp
Review
tips &
mayorshi
p
2009
Booyah
MyTown
type
open API
for
-
-
yes
FR, DE
(rejected
500mio
offer from
Goog in 09)
<1mio
US
800k
yes

38. BOOYAH
location-based social game
3 mio users
“Location is just a way to drive them to the store, but ultimately
people want to actually be able to sell products, so this is one
step away, getting closer to the finish line to point of sale.”
Booyah’s founder Keith Lee says. “And that’s really where we want
to go in terms of validating activities that you do in the real
world.” ...Through MyTown, a business will be able to learn about
the interests of its consumers, which products they find attractive
and how they interact with a retailers’ competitors.

41. ovi
palm

42. FOURSQUARE as
a location-based platform

43. gamification

44. gamification of the real world

49. social gaming

50. social gaming
social
mobile
real-time
rewards
login
socialgraph
walls
messages
accessibility
Real-time game
with other peers
Visual
achievements
(badges),
retribution (credits)
depending on
activism (social
recommendation,
sharing, scores)
touch-based
game
mobile
payment
gameplay
Credits
local
NFC
ROI (gain)

51. zynga fever
•
Farmville, Zynga, has 65mio users (src
wikipedia sept.2010).
Money raised: 400mio
Total players: 340mio
•
According Google Investment, Zynga is
simply the best startup
•
«La chose mobile n’est pas terminée, c’est un monstre marché»,
«Zynga est le modèle»
http://venturebeat.com/2010/11/16/google-investor-john-doerr-zynga-is-our-best-company-ever/

52. Zynga
• Zynga took profit of Facebook
invitations, streams & notifications
• Zynga is now forced to reduce spam,
use Facebook credits

72. DeNa
• Largest social gaming network in Japan
• 95% of their revenues is coming from
virtual goods

74. 25% of profitability

75. Adknowledge Raises Over $200 Million To Pursue Acquisitions January 12, 2011

79. lotteries
• How to take profit of that ?
social
mobile
real-time
rewards
login
socialgraph
walls
messages
accessibility
Real-time game
with other peers
Visual
achievements
(badges),
retribution (credits)
depending on
activism (social
recommendation,
sharing, scores)
touch-based
game
mobile
payment
gameplay
Credits
local
NFC
ROI (gain)

80. growth +
• new audience
• new type of players/markets
• new distribution channels

81. invest
• Now, with existing successful games,
revisited
• Experiment
• Understand & experience credits,
dependencies, platforms limitations,
new social game mechanics

82. Innovate around games
social
mobile
real-time
clouds
platforms
mPayment
game
NFC chips
internetTV
rewards
Communicating
objects
3G
tablet
smartphone
location

83. Photos Creative commons Nasa
Contact
Raphaël Briner
+41 76 581 6721
raphael@hyperweek.com
skype & twitter raphaelbriner