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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
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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.
[email protected]+44 7843 599 678
twitter.com/vhirsch
mailto:[email protected]:[email protected] -
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