Doing More With Less

E jeroen@exmachinagames.com T @jeroen020

Social Entertainment Technology & Services

HQ in Amsterdam, US office in San Francisco

Customers & partners in media, games & brands

~few times a year

~4 hours a day

Snack‟n‟zap

Feature length

Jackpot. Then nothing. For a long time.

A bit of revenue every day

Cinema Console

Write

Fund, license

Produce

Market (a lot!)

Pray (for a hit!)

Design

Fund, license

Develop

Market (a lot!)

Pray (for a hit!)

TV Web/Mobile/Social

Write

Produce Pilot

Market

Broadcast

Evaluate ◦ Write, produce Season 1,

market a bit, broadcast

◦ Wash, rinse, repeat

Design

Develop v0.9

Seed and/or market

Upload and launch

Evaluate ◦ Tweak, upload v0.91

◦ Analyse, rinse, iterate

4 Billion TV users worldwide

US: 4 hours a day (2 months non-stop per year!)

TV in 99% of all households, 2.24 sets on average

TV is turned on 6h47m a day

Total hours of TV consumed: 250 billion

% Americans who say they watch too much TV: 49

Youth – hours in school: 900 behind TV: 1,500

TV commercials seen per year: 20,000

100.000.000.000 Euro

25.300.000.000 US$

100.000.000.000+ Euro ◦ 2009 US market TV revenues, Idate

25.300.000.000 US$ ◦ 2009 US market game industry revenues, Newzoo

Show Debut channel Debut year Distributor

1 Who Wants To Be A Millionaire? ITV (UK) 1998 Sony Pictures Television

2 Deal or No Deal Nederland 2 (Netherlands)

2002 Endemol

3 Wipeout ABC (US) 2008 Endemol

4 Wheel of Fortune NBC (US) 1975 CBS Studios International

5 Family Feud ABC (US) 1976 FremantleMedia

6 Don't Forget The Lyrics Fox (US) 2007 RDF Rights

7 Hole in the Wall Fox (US) 2008 FremantleMedia

8 Are You Smarter Than A 5th Grader? Fox (US) 2007 Shine International/Mark Burnett Productions

9 Jeopardy NBC (US) 1964 CBS Studios International

10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media

Most Popular TV Gameshows in the World TBI, 2009

1988 The „Henny Huisman Effect‟ is a situation where the national phone system grinds to a halt due to a sudden, massive amount of phone calls.

1996 Participation TV Multi Billion$ industry for Broadcasters, TV production companies, aggregators & Telco‟s Set the standard for premium IVR and text messaging

1999 Big Brother Making headlines worlwdie Interactive voting via SMS and IVR 2008: broadcast in 32 countries, 320 million viewers

“... The programme is sold in a series of 52 episodes to national TV company Sichuan TV. Never before did a European producer sell a full season‟s worth of TV to a Chinese broadcaster. The show will be called „Wo Ai Wo De Zhu‟, or „I love China‟”

TV Lessons ◦ Scheduling & scarcity

◦ Marketing & episodes

Web: ◦ Personalisation & social graph

◦ Gameification of Everything

◦ Massive multiplayer

New platforms ◦ iPad, Google TV, Apple TV, TV app stores

Ex Machina 2010

Massive scheduled interactive entertainment

Live interaction thru social networks, playing with friends

Real-time sync with TV

Access with mobile apps, web apps, TV apps and web services

PlayToTV: 4 pillars

Social network integration

Poll

Rate

Vote & Predict

Q&A/Quiz

Chat & Twitter aggregation

Stars (achievements/badges)

Advertising interaction

Launch quick & iterate

Artificial scarcity works

Pilot, episodes, seasons

Interaction over form

The moment matters

A TV is a TV, not a computer

Leverage your fans, involve your community

Ex Machina 2010

jeroen@exmachinagames.com @jeroen020

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