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SocialMobile Convergence

In Games

Volker Hirsch

European Mobile Media Conference

Prague, 23 April 2009

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What is Social?

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Social refers to the interaction of

organisms with other organisms and

to their collective co-existence.

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What is Social Gaming?

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This?

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So where does Digital comeinto the Social?

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In other words:

What is Digital Social Media?

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Wooah...

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Conversation

Comment

Community

Collaboration

Contribution

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What is Digital Social Gaming?

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It Is Connected...

... Somehow ...

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BUT it can also be something like this

IF...

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The Game Connects in a Social Context

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14/01/2009 15:15Facebook | Who Has The Biggest Brain?

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Applications Bookmark Who Has The Biggest Brain? Online Friends (21)

Friends High-Scores

Bookmark &Referral Options

Forum &Invites

Up-sellingPremiumVersion

Forum &Invites Rewards

Customizatio

Teasers

PromotingUser

Interaction

Cross-sellingmore games

Forum, Community,Reviews, FAQ, etc

GratifyingHi-Scores:limit size of

group

Invite (again)

Differentgame modes

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Time to get Serious...

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What is the Conclusion of this?

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Concept: Object Centered Sociality

Prof Dr Karin Knorr-Cetina, Sociologist

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When it becomes easy to create digital

instances of the object, the online services fornetworking on, through, and around that object willemerge too.

Jyri Engestrom, Jaiku founder

And because were dealing with Digital Media:

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Now we only need to make sure

that mobile mediaacts as aninclusive screen for such

connectors, too...

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What is Mobile Today?

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1,400,000,000

4,000,000,000

1,700,000,000

2,250,000,000

Number of Internet users

Number of credit cards

Number of tooth brushes in use

Number of mobile phone subscriptions

480,000,000

Daily global circulation of newspapers

1,500,000,000

Number of TV sets in use

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The Largest Access Screen forMedia by a Factor of 3x!

(and rising...)

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What is Mobile Gaming Today?

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Predominantly single-player and stand-alone...

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But there isalso this...

1.3m+Players

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And some use this:

Its very social butlacks mass-market uptake

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The iPhone and the economic environment it acts inis exemplary for the next generation of mobile

applications and their ability to become gatewaysfor social objects beyond voice.

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An iPhone is:

Always tied to a flat-rate data contract;

Always connected;

Equipped with a user interface that makes interaction

with social objects easy;

Backed by a developer scheme that facilitates developmentand deployment ofon-device clients and

applications;

Accompanied by a storefront that discoveryofcontextually relevant content and applications simple andquick.

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New Generation Mobile Devices FacilitateConvergence between Different DigitalMedia.

Ability to create, access and interact withdigital instances of social objects on, with andthrough mobile devices.

The Result?

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The most powerful communicationdevice in the world:

Always On (and now its also always connected);

Personal (phones are not shared);

Location-Aware;

Equipped with a unique identifier; and

Always with You (keys, wallet, phone; 91% of users keep theirphone within 1 metre 24/7); and

With Full Multi-Media Functionality (music, video, TV, camera,gaming, messaging [e-mail & IM], web access)

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So what does the Future hold?

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Short-Term: Bridging the Constraints

Bandwidth & Data CostsData charges keep consumers from makinguse of existing offerings.Low or unreliable bandwidth makes forfrustrating gaming experience.Increasingly tackled.

Input ConstraintsSmall keypad, small D-pad, ...Touch-screen and accelerometer mightprovide innovative solutions for some typesof games sooner than expected.

FragmentationOperating systems (min. 5 + middleware),Handsets (min. 600),Distribution through carriers (at least 250).

Single-Player Games tied into Communities

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Real-time (turn-based) Multi-PlayerGames with Community tie-in WPT Texas HoldEm, etc.

Single Player Games tied into CommunitiesAsynchronous multi-playerDChoc Caf, etc.

Connected Mobile Games SupportingOther Platforms Companion Products (WoW Pocket Edition)

Fully Immersive Cross-PlatformMulti-Player GTA, World of Warcraft, etc.

time

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So what do we do?

Casual Games

CommunityComponents

Connected

Cross-Platform

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Where are the Brands?

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Ch.. Ch.. Ch.. Ch.. Changes

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Established brands tend to manage their image vertically.

Silos for various media channels dominate licensing activity.

This does not tie in well with the inclusive, collaborativeapproach of the new connectedness.

BUT...

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The Opportunities are Infinite!

B i C t d h i f ll B d

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Being Connected to their fans allows Brands to...

Test Products and Ideas by Crowdsourcing

Enhance CustomerRelationships

Create Interactive, Bi-Directional Relationshipswith Customers

Engage Customers and Prospective Customers

Keep and Increase Interest in and around the Brand

...

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In Short:

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Use it as an Active Component to Enhance and Extendtheir Brand Reach

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One Example

WPT Tournament Event Exposure:

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VIP Club.Convert WPT playtime (hands played) intoplayer perks: discounts at hotels, free WPTproducts (wallpaper-a-month), etc.Weekly Jackpots: The player with the worst

bad beat each week wins WPT chipset.Regular sweepstakes with entry based onrepeat play (hands-played) or participationin key tournaments.Regular Global Tournaments based oncountry/carrier a virtual World Poker

Tour.

WPT Tournament Event Exposure:

Marketing materials with short codes in WPTOverflow RoomsDemo kiosks manned by WPT with Texas HoldEm and 7 Card Stud games

Short codes for Texas Hold Em and 7Card Stud included in all orders fulfilled

from WPT Store

WPT Mobile products in WorldPokerTour.comonline storeContinued exposure in WPT ad banners andWPT newletter / magazine

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Discuss...

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Thank You.

vh@connect2media.com+44 7843 599 678

twitter.com/vhirsch

mailto:vh@connect2media.commailto:vh@connect2media.com

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