Presentation at Festival of Games, April 29th 2011 about TV, games and social objects.

1. A Million Players Isn’t Cool
@jeroen020

2. We like Games, TV & People
HQ in Amsterdam, US office in SF
Focus on Entertainment & Brands

3. console is dead

7. Is that a supercomputer in your pocket?

9. Singleplayer
is just me
killing algorithms
-- @darthjulian

12. the ultimate social object

15. 1. What do you collect?
2. How do you earn points?
3. How do you get feedback?
4. Where do you have exchanges?
5. How do you customize your experience?
From: 5 questions to ask re: game design, Amy Jo Kim

16. Collect
Points
Feedback
Exchange
Customize

17. rise of the quants

19. "The old adage that TV
is a lean-back
experience compared
to lean-forward web
surfing no longer holds
true, our research
shows that increasingly
people are doing both
simultaneously.”
Ivan Ristic, Diffusion

20. the art of programming

21. not everything will be on demand

22. Game as a Service
GHz in your pocket
Social object
Metric driven
Game mechanics everywhere
Multiscreen
Multitasking
Artificial scarcity
Be part of something

25. beyond the check in

28. • December 2010,
90 minutes, pre-
recorded
• ~800K viewers
• Features: Real
Time Q&A,
Predictions,
Bonus Questions,
Post to Twitter,
Facebook
• >1% participation
rate

29. • Call To Action
hugely important
• Bonus questions
overlooked
• HTML5 rules
• The power of
iPad: 12% of
users
• Experienced
internet users
(FF, Chrome)
• (Pre-)registration
not important

30. • Semi-final &
final, January
2011, 120
minutes, live
• Features: live
rating (personal /
national), post to
Twitter/Facebook
• Website takeover
‘widget’
• About 3 Million
viewers

31. • Accurate prediction
• Talent > clock
• Call to action on TV
tripled users
• 7% iPad, 7% phones
• Tweak algorithms &
controls
• Embedding vs
destination
• Friendsfriendsfriends
• Twitter, facebook
integration

32. Ex Machina 2010

33. Ex Machina 2010

34. Case: Germany’s Next Top Model

35. Ex Machina 2010

41. 1. Existing formats
2. New, multiplayer formats
3. Add TV to multiplayer
games

42.  Launch quick & iterate
 Metrics, metrics, metrics
 Pilot, episodes, seasons
 Artificial scarcity works
 Make the moment matter
 Interaction over form
 Balance show-specific and
generic, social features

43.  A TV stays a TV
 Live > pre-recorded > on-
demand
 Register optionally & at
any moment
 Format relevance
 Be careful with apps
 Synchronous &
synchronized

44.  Make technology invisible
 … but make it scale
 Me vs tribe vs nation
 Say it loud, say it often,
say it proud!
 Ads, product placement,
freemium, skill, …
 2% conversion is easy
 10% achievable
 …

45. A Million Players Isn’t Cool

46. You Know What’s Cool?
A Billion Players

47. We’re
hiring
PS @jeroen020