Presentation at MediaFutureWeek, May 2011 in Almere

1. #mfw11
@jeroen020

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

4. SKO Tijdsbestedingsonderzoek
“TV kijken op het
televisietoestel is
opnieuw met een
opmars bezig.”
2006: 143 min/dag
2008: 135 min/dag
2010: 148 min/dag

6. 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.

8. 1999 Big Brother: Making headlines worldwide
Interactive voting via SMS and IVR
Today still broadcast in 32 countries, 320 million viewers

10. "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

11. SKO Tijdsbestedingsonderzoek
Multitasking NL
“Op prime time
televisiekijken (…) is
de computer de
belangrijkste
nevenactiviteit met
surfen, e-mailen en
het gebruik van
social media.”

13. “Mainstream TV viewing, more and more, they
have a device in their hand (…) when ‘Glee’
starts, tweets per second shoot up 100 times
and stay that level until the show ends.” (Twitter
CEO)
“We may extend Facebook Places to TV check-
ins” (Facebook VP EMEA)

14. “Everyone says that social television will be big. I
think it’s not going to be big — it’s going to be
huge. (…) It’s going to change the landscape of
the industry.” (Endemol Group CEO)
“People's appetitite for live, shared, communal
experience is actually more voracious than
ever...” (ITV CEO)

15. beyond the check in

16. the art of programming

17. From 1 to 4 Screens
TV
– Proprietary operator boxes (‘Red Button’)
– Connected TV, Boxee, Apple TV, Google TV, Xbox, …
Laptop
– Browser
Smartphone
– Browser, apps
Tablet
– Browser, apps

18. TV & Game Mechanics
TV is an event
– Live or linear
The art of programming
Artificial Scarcity
Episodical content
Game mechanics
– Collect, earn points, get feedback, exchange,
customize
Rewarding loyalty and achievements

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

21. • 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

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

24. • 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

25. Ex Machina 2010

26. Ex Machina 2010

27. Case: Germany’s Next Top Model

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

34.  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

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

36.  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
 …

37. A Million Players Isn’t Cool

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

39. Smart
people
wanted
PS @jeroen020