Jeroen Elfferich @ Games and Screens, IBC

1. INTERACTIVE
ENTERTAINMENT AT LARGE
GAMES AND SCREENS
#IBCCONF
@JEROEN020

2. TV
Games Social
Media
Interactive
TV
THAT’S
US!
Social
Games
Social
TV

3. DO YOU ENJOY WATCHING TV?

4. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

5. DO YOU WATCH MORE OR LESS
TV THAN YOUR PARENTS?

6. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

7. DO YOU LIKE TO WATCH
TV COMMERCIALS?

8. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

9. DO YOU WATCH
GAME OF THRONES?

10. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

11. DO YOU HAVE AN
HBO SUBSCRIPTION?

12. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

13. HAVE YOU EVER PLAYED A
GAME WITH 100.000 PEOPLE?

14. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

15. 1960 1970 1980 1990 2000 2010
EVOLUTION
TV
GAMING

16. TV IS THE BIGGEST
MEDIUM ON EARTH

17. BUT THE COMPETITION FOR THE
VIEWER’S ATTENTION IS INCREASING
Source: Nielsen 2012
87% OF US VIEWERS USE THEIR DEVICES
WHILE WATCHING TV
SOURCE: NIELSEN 2011/12

18. COMMERCIAL
BREAK!

20. TITEL
You can import your contacts and mail from Yahoo!, Hotmail, AOL, and
many other web mail or POP accounts. If you want, we'll even keep
importing your mail for the next 30 days.
we know it can be a pain to switch email accounts
we hope this makes the transition to Gmail a bit easier
ONDERTITEL

22. 29%$
10%$ 10%$
27%$
9%$ 8%$
3%$ 3%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
35%$
Ru-e$ Roemer$ Wilders$ Samson$ Buma$ Pechtold$ Sap$ Slob$
Stemmen&
live.rtl.nl&
De&Hond&1119&
0%&
5%&
10%&
15%&
20%&
25%&
30%&
Ru:e&
Roemer&
Wilders&
Samson&
Buma&
Pechtold&
Sap&
Slob&
29%&
10%&
10%&
27%&
9%&
8%&
3%& 3%&
28%&
10%&
12%&
30%&
7%&
7%&
4%&
2%&
25%&
14%&
13%&
25%&
8%&
8%&
3%& 4%&
Stemmen&
live.rtl.nl&
De&Hond&1119&

24. AD BREAK LOSS IN REACH
HALFTIME
Loss in reach

25. User Statistics For Episode
Connected Clients Over Time Joined Users Over Time
19:30:00
0
20,000
40,000
60,000
80,000
21:36:00
...ON SECOND SCREEN

26. TURNING COMMERCIAL BREAKS
INTO INTERACTIVE ENTERTAINMENT
• Increases effective
reach of commercials
• Adds frictionless direct
response possibilities
• Uses existing creative
• Simple and compelling
games
• Building on the content
of commercial breaks
• Strong social integration

27. FOR INTERACTIVE ENTERTAINMENT AT LARGE
THE TIME IS NOW
Orchestrate peak events, create a huge build up
Combine a shared, linear experience and individual interactivity
Attract massive amounts of people, let them participate synchronously
The results of the interactions feed back into the shared experience
and influence the outcome
It’s not just you versus the nation. Filter: age, region, gender, etc
Use the data, Luke

28. LET’S CREATE THE NEXT GEN
HENNY HUISMAN EFFECT

29. @EXMACHINAGROUP
@JEROEN020