jeroen elfferich (ex machina) @ cmc games & media

CROSS MEDIA CAFE GAMES & TV

OCTOBER 2015 JEROEN ELFFERICH

EX MACHINA GROUP

STRATEGIES & CONCEPTS PROJECTS & PRODUCTS PLATFORM & OPERATIONS

1960 1970 1980 1990 2000 2010

EVOLUTION

TV

GAMES

SBSNET, 2000-2001WEBSTRIJD

XBOX 1 VS 100• Turned the TV show 1 vs 100 into an

Xbox 360 video game

• Guinness book of records: largest

number of users in a single session of a video game in history

• Launched in US, UK, FR and DE

• First example of ‘tellyfication’: applying

TV mechanics on a game show

FEEDBACKMAKING VIEWERS PART OF THE SHOW

Inte

ract

ions

per

sec

ond

0

100000

200000

300000

400000

Visa Snapchat Salesforce Twitter Google DDos MtGox PlayToTV

365.000

150.000

68.541

33.38824.0004.6294.000

SearchesDatabase

transactionsPayment transactions

Tweets

Attacks

Snaps

Second Screen Interactions

Oscars 2014 - 4.244 TPS

Managing extreme usage peaks Number of interactions per second

What Do I Know

SuperBowl 2014 - 6.360 TPS

Japan 2013 - 33.388 TPS

MILJOENENJACHT BINGOMILLIONS PLAY ALONG BINGO SESSIONS• New additional game element to the TV show

• Unprecedented live, simultaneous bingo play along session using second screen

• The new game added another level of excitement and higher viewer engagement

• Active social media conversation prior and during the broadcast

• Average second screen participation over 160.000 per episode

• Over 400K people activate their bingo card in 1 season

• Launched in 2013, renewed for 2014 and now 2015

• Since Fall 2014: Find out if you won the same amountas the studio contestant (up to €1.000.000!)

WHATEVER WHENEVER WHEREVER

TV

LIVEMONUMENTALAPPOINTMENT TV

TV CONTENT THAT MATCHES WITH GAMESTV ORIGINATEDIP Licensing

TV loyalty & gamification

Game & Quiz showsCompetition, success, knowledge/capabilitiesQuiz: knowledge driven, Game show: intuition/physically driven

Call TVReality shows (audition, elimination, voting)Sports (fantasy, prediction, betting)Lottery draw

GAMES THAT BECOME TVGAME ORIGINATEDIP Licensing

You Don’t Know JackXbox 1 vs 100Quizduell, QuizUp

TwitchYoutube Gaming

FROM 100% PREDETERMINED TO CHAOSLIVE-NESSPre-taped

Live announcements

TV graphics overlays, interstitials etc

Live interventions

Live to tape

Live produced

Live user generated

APPLYING TV MECHANICS ON GAMESTELLYFICATIONEvent oriented

Art of programming

Artificial Scarcity

Episodical, cliffhangers

FOR INTERACTIVE ENTERTAINMENT AT LARGE THE TIME IS NOW Repeat after me: live rules. If you can’t afford to be live, pretend to be.

Orchestrate peak events, create a huge build up

Combine a shared, linear experience and individual interactivity

Attract massive amounts of people, let them participate in sync

The results of the interactions feed back into the shared experience and influence the outcome - or can even be the main attraction

It’s not just you versus the nation. Filter: social graph, age, region etc

Use the data, Luke

ROKIN 75 1012 KL AMSTERDAM THE NETHERLANDS T: +31 (0)20 617 2685 E: INFO@EXMACHINAGROUP.TV

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