jeroen elfferich (ex machina) @ cmc games & media
TRANSCRIPT
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: [email protected]
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