Jeroen Elfferich's presentation at the Tokyo Game Show in September 2010

1. Doing More With Less
E jeroen@exmachinagames.com T @jeroen020

2.  Social Entertainment Technology & Services
 HQ in Amsterdam, US office in San Francisco
 Customers & partners in media, games & brands

4. ~4 hours a day
~few times a
year

5. Snack‟n‟zap
Feature length

6. A bit of revenue
every day
Jackpot. Then nothing.
For a long time.

7.  Write  Design
 Fund, license  Fund, license
 Produce  Develop
 Market (a lot!)  Market (a lot!)
 Pray (for a hit!)  Pray (for a hit!)
Cinema Console

8.  Write  Design
 Produce Pilot  Develop v0.9
 Market  Seed and/or market
 Broadcast
 Upload and launch
 Evaluate
◦ Write, produce Season 1,
 Evaluate
market a bit, broadcast ◦ Tweak, upload v0.91
◦ Wash, rinse, repeat ◦ Analyse, rinse, iterate
TV Web/Mobile/Social

9.  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

10.  100.000.000.000 Euro
 25.300.000.000 US$

11.  100.000.000.000+ Euro
◦ 2009 US market TV revenues, Idate
 25.300.000.000 US$
◦ 2009 US market game industry revenues, Newzoo

13. Show Debut channel Debut year Distributor
Sony Pictures
1 Who Wants To Be A Millionaire? ITV (UK) 1998
Television
Nederland 2
2 Deal or No Deal 2002 Endemol
(Netherlands)
3 Wipeout ABC (US) 2008 Endemol
CBS Studios
4 Wheel of Fortune NBC (US) 1975
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
Shine
8 Are You Smarter Than A 5th Grader? Fox (US) 2007 International/Mark
Burnett Productions
CBS Studios
9 Jeopardy NBC (US) 1964
International
10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media
Most Popular TV Gameshows in the World
TBI, 2009

14. 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.

15. 1996
Participation TV
Multi Billion$
industry for
Broadcasters, TV
production
companies,
aggregators &
Telco‟s
Set the standard
for premium IVR
and text
messaging

16. 1999
Big Brother
Making headlines
worlwdie
Interactive voting
via SMS and IVR
2008: broadcast
in 32 countries,
320 million
viewers

17. “... 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‟”

18.  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

19. Ex Machina 2010

20. PlayToTV: 4 pillars
Real-time sync with TV
Massive scheduled interactive
entertainment
Access with mobile apps, web apps,
TV apps and web services
Live interaction thru social
networks, playing with friends

21.  Social network integration
 Poll
 Rate
 Vote & Predict
 Q&A/Quiz
 Chat & Twitter aggregation
 Stars (achievements/badges)
 Advertising interaction

22.  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

23. どうも有難う
jeroen@exmachinagames.com
@jeroen020