Broadcasters, Channels, TV Production Companies and Programme Makers are all wrestling with how best to develop second screen Apps. This presentation takes a look at the state of TV, the state of mobile and the state of play to help give some direction on what is working. The presentation also includes 5 case studies, two from 3RD SENSE. The original presentation was given by Colin Cardwell, CEO of 3RD SENSE.

2. PRESENTATION OUTLINE
What’s today about?
Who are 3RD SENSE?
The State of TV
The State of Mobile
The State of Play
So you want to create an App?
Case Studies

3. FIRST LAW OF TECHNOLOGY
"A consistent pattern in our response to new technologies
is we simultaneously overestimate the short-term impact
and underestimate the long-term impact.“
Rule coined by Roy Amara,
Past President of The Institute for the Future

4. WHO ARE 3RD SENSE?

5. WE DO PLAY
Australia’s leading ‘Play Agency’
10 years old, established in 2002
A team of 20 technology creatives working out of The Play Studio in North
Sydney
Creators of Games and Apps with over 250 projects under our belt
We work on web, mobile, desktop and social platforms
And we do Gamification

6. WEB PLAY
Web games
Web promotions and
competitions
Single player
Multiplayer
Micro-sites
Leader boards

7. MOBILE PLAY
iOS (iPhone and iPad)
Android
Cross platform
Stand alone and
connected
Free and Paid

8. SOCIAL PLAY
Facebook Apps
Facebook Pages
Facebook Connect
Twitter integration
Promotions and
Competition

9. DESKTOP PLAY
Desktop installable
games and Apps
Windows, Mac, Linux
CD, USB, Web
distribution
DRM

10. GAMIFICATION
Making non-game activities more
game-like
Motivating and rewarding with points,
leader boards, awards, sharing,
storytelling, virtual economies and
more
Games might be part of the strategy,
but not necessarily
Increase customer loyalty, change
behaviours, increase profits,
differentiate brands, drive learning,
track behaviours and more

11. OUR TOOLKIT
Over 100 game engines
Cross platform development framework
Robust high traffic hosting platform
Email marketing system
Analytics and reporting
Competition management and draw system
Virtual economy platform
Ad serving platform
Ad network
Cross platform test suite

12. THE WAY WE WORK
We aim to craft custom solutions for our clients whilst re-
using existing code and tools wherever possible. This
means we can:
Deliver against objectives
Deliver on time
Stay within budget

13. HOUSE PROJECTS
We are also the publisher of Fizzy.com
which has over 1750 games and
800,000 members
We are the publisher of hit games like
Swords and Sandals
Our games are played more than 25
million times every month around the
World

14. WHO WE WORK WITH

15. THE STATE OF TV

16. OLD TV
• Fewer channels
• More shared experiences
• Not much other media
• Less competition for the
advertising dollar
• Life was simple

17. NEW TV
MORE CHANNELS GAMES
PVRS
CONTENT ON DEMAND
SKIPPING ADVERTISING
ILLEGAL DOWNLOADS
SMARTPHONES
TABLETS
SAME AD SPEND

18. WE STILL LOVE WATCHING TV
Preferred Sources of Entertainment
Deloitte: Vox Populi State of the Media Survey 2012

19. WE STILL LOVE WATCHING TV
Watching TV in Home has remained steady at around 100 hours per
month for All People
Watching TV in Home
100
80
60
40
20
0
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012

20. WE’RE DOING IT A BIT DIFFERENTLY
Time shifted Viewing is up by 32% Internet use on a PC/laptop continues steady increase, up 11%
8 48
6 46
44
Hrs per
4
month
Hrs per
42
month
2 40
0 38
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
Watching Video on Internet has doubled, up 51% Watching Video on Mobile has quadrupled, up 116%
4 1.6
3.5 1.4
Hrs per month
Hrs per month
3 1.2
2.5 1
2 0.8
1.5 0.6
1
0.4
0.5
0 0.2
0
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012

21. SECOND SCREENING
60% of Australian
viewers watch TV with a
60% connected device –
PC, smartphone or tablet
Australian Mulitscreen Report Nielsen Q2 2012

22. WHAT ARE THEY DOING?
22%
22% of all Australian TV viewers use a connected
device to find out more about content they’ve seen on
TV within 24 hours of viewing
Nine Entertainment Co. Nov 2012
35% 25% of US TV viewers use their smartphone to visit a
website mentioned on TV
Pew Internet, Jul 2012
19% 19% of US TV viewers use their smartphone to post
comments online about a program they were watching
Pew Internet, Jul 2012

23. RESEARCH
JUST IN…

24. THE STATE OF MOBILE

26. SMARTPHONES IN AUSTRALIA
TELSYTE SMARTPHONE MARKET STUDY 2012
Already some 12 million consumers use
smartphones (55% of the population)
By 2014, more Australians will access digital
services via smartphone than a computer
By 2016, more than 20 million smartphone
users in Australia

27. SMARTPHONE SALES BY OS

28. IOS VS ANDROID

29. USE OF SMARTPHONES IN AUSTRALIA

32. APPS VS MSITES: APPS ARE WINNING

33. THE STATE OF PLAY

34. Meanwhile…
…there has been revolution in
the games industry

35. Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate
Pizza, drank Coke by the BIG bottle and had no life. Or maybe…

36. Kids!
And then this happened…

39. DIGITAL AUSTRALIA 2012
Females make up 47% of the total game population, up from 46%
in 2008.
The average age of video game players in Australia is 32 years, up
from 30 in 2008.
75% of gamers in Australia are aged 18 years or older.
94% of 6 to 15 years play video games
43% of those aged 51 or older play video games.

40. DIGITAL AUSTRALIA 2012
The average adult gamer has been playing video games for 12
years, 26% have been playing for more than 20.
Playing habits are moderate with 59% playing for up to an hour at
one time and only 3% playing for five or more hours in one sitting.
57% of all gamers play either daily or every other day.
Mobile phones are used to play games in 43% of game
households, tablet computers in 13%.

41. TO SUM UP SO FAR
People don’t just watch TV anymore
Smartphones and Tablets are the second
screen of choice
Play is one of the most popular activities
Both genders and all age groups love to play

42. SO YOU WANT TO DO A SECOND
SCREEN APP?

43. MOST APPS FAIL

44. REASONS FOR FAILURE…
We need/want an App – little or no purpose
Little or no marketing
Over promise and under deliver
Other, better Apps that do the same thing
Too short term, failure to re-invest

45. WHAT ARE THE CHALLENGES?
CUT THROUGH – how do you even get
noticed?
CONNECTION - how do you engage your
audience?
ACTIONS – how do you motivate people to
act?

46. CUT THROUGH
New, different, you need to stand out
Marketing, use existing audiences
and fans
Best in class – be better than the
competition
Long term – be prepared to re-invest
Must have a purpose

47. CONNECTION
Best in class
Rich and Engaging
Social
Must have purpose

48. ACTIONS
Define your objectives
Set realistic expectations
Align with business needs
Reward for Loyalty and
Engagement
Must have a purpose

49. DID WE MENTION PURPOSE?
To get the right answers, you have to ask the right questions
What do you want this App to do? Is it about social?
Is it about engagement? And who are the audience?
Is it about Promotion? What does the audience want?
Is it about increasing ratings? Should it make money?
Is it about Live? Sell the App or Advertising or both?
Is it about extending the story? How will you measure ROI?
Is it about re-telling the story?

50. ALIGN THE STAKE HOLDERS
Content Objectives
Audience Advertisers?
Right
Solution

51. WHAT MAKES APPS ENGAGING?
Intrinsically
Enjoyable
Offers
Fun! Participation
/ Sociability
CONTENT
Utilitarian/ Community
Informative Building
Stimulating/
Challenging
Inspiring

52. ONE SIZE DOESN’T FIT ALL

53. THE JESSE REDNISS INTERVIEW
Watch on Youtube
You might like to read the supporting article

55. CASE STUDIES

56. USA NETWORK ‘PSYCH’
SECOND SCREEN GAME - #HASHTAG KILLER
Psych – comedy-drama murder detective
series. Launched a full second screen
experience in 2011 for iOS, Android, Web.
Fully gamified experience encourages users
to check-in and register with rewards
program ‘Club Psych’ –
points, badges, awards.
Enter special keywords announced during
broadcast for access to exclusive additional
video content only available through app eg
un-aired extended scene for current episode.

57. USA NETWORK ‘PSYCH’
SECOND SCREEN GAME - #HASHTAG KILLER
#Hashtag Killer Game
Launched to engage and promote before
season 6. Users were given series of clues
on a microsite on the Club Psych
website, on FB and Twitter to solve a
murder.
Used the 2 detective characters in
videos, messages and tweets in a storyline
written by the series writers.
Game unfolded over 7 weeks with new
series of clues each week.

58. USA NETWORK ‘PSYCH’
SECOND SCREEN GAME - #HASHTAG KILLER
Results
90 million shares on FB & Twitter
Av time spent on site of over 12 minutes
per visit
First week of season 6 ratings increase of
10% on season 5 average ratings

59. CHEVY ‘GAME TIME’ APP
SECOND SCREEN ADVERTISING
Chevy integrated an app, Game
Time, with ads launched during
the Super Bowl 2012 broadcast.
Users asked to find number plates
on the cars in the ads and match
them to number plates in the app
for chance to win a car.

60. CHEVY ‘GAME TIME’ APP
SECOND SCREEN ADVERTISING
Trivia game – football, car, Chevy trivia
questions
Data Gathered – from users
submitting competition entries
Ad awareness measured with trivia
questions: ‘How many arms do the
aliens have in the Volt ad’

61. CHEVY ‘GAME TIME’ APP
SECOND SCREEN ADVERTISING
Results
733,434 minutes of in-app usage
Over 3 million trivia questions
answered

62. ‘MILLION POUND DROP’ UK
O2 SPONSORSHIP INTEGRATION
Million Pound Drop Quiz show on Channel
4 has a suite of integrated apps that allow
users to play along with the program in real-
time – web, iPhone, iPad, Android phones
& tablets

63. ‘MILLION POUND DROP’ UK
O2 SPONSORSHIP INTEGRATION
The iOS and Android versions also allow
users to play anytime for £1.49 in-app
purchase.
Twitter & Facebook integration for sharing
Achievements & Awards for incentivisation
‘O2’ Video Takeover
Broadcast of 2 min video in first TV break
with simultaneous takeover of web game.
Online ad had CTs to YouTube for more
content

64. ‘MILLION POUND DROP’ UK
O2 SPONSORSHIP INTEGRATION
Results
8.6% of total program audience played the
game – 189,000 viewers
17.4% watched the full video
2.34% CTR to YouTube
10% higher propensity to purchase among
web players

65. NICKELODEON DIDI & B.
Introduction
Didi & B are two new characters for
Nick Jnr
A series of craft related short shows
aimed at 3-5 year olds
Objectives
Extend the show into a interactive
educational experience for children
and parents

70. FOX FOOTY LIVE KICK
Objective - Fox Sports wanted to engage Footy fans when they were
watching the game on TV
The Game
Give the fans a game they can play against each other.
Make it real by using Live Kick data from the match.
Add a Virtual Currency layer to use fan’s passion to drive brand actions.
Add in great prizes as an additional motivator
Extend into NRL too

71. FOX FOOTY LIVE KICK

72. NRL ON FOX LIVE KICK

73. Take a look at…
THE 3RD SENSE SHOWREEL
OR FIND OUT MORE AT 3RDSENSE.COM

74. LET’S START A CONVERSATION…
If you’re looking for a Mobile Game that CUTS THROUGH the
noise, CONNECTS with your target audience and drives the
ACTIONS you want, get in touch.
02 89 231 200
commercial@3rdsense.com
www.3rdsense.com