Fun and games for profit

Social TV : Fun & Games for Proﬁt

Venu Vasudevan

Betaworks

Motorola Mobility

MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC.
All other trademarks are the property of their respective owners. © 2011 Motorola Mobility, Inc. All rights reserved.

Betaworks Mobile Monday, Jan 2012 Page 2

This talk ..

cross product of two ‘trending’ topics ..

© 2011 Motorola Mobility, Inc. 1/20/12


Motorola Mobility

Video Solutions..

Strong Android product lineup ..

© 2011 Motorola Mobility, Inc.


Motorola Mobility

+ Converged So'ware & Solutions..



Me

Mobile Media. Work
led to ﬁrst business with
dominant Japanese
operator in 15 years

Scalable Dist systems. Converged (TV+ mobile).
Architected largest ‘Pioneered’ the concept |
network management business of dual-screen
system TV within Motorola



This talk ..

•  Social TV. Draw users into the storytelling and media experience

where’s the mobile bit

•  Gamiﬁcation. Meld Gameplay to drive greater quantity and quality of
user participation in Social TV

•  Gamiﬁcation ain’t the only ‘Game’ in TV. Game Principles x TV  Games
x TV



TV : Past ..

good, but asymmetric

expensive investment

media experience

sparse analytics

1/20/12


Social TV



Web (video) : Social from the get-g0

User Action




User Action

User Value.

Sensemaking.

Risk.

Veracity

Belonging.

Relevance




TV .. not so much



Social TV. Adopt n’adapt social verbs to TV

User trend for ‘oﬄine’

Social TV – early | emergent

Adapting to divided attention
| shared viewing

© 2011 Motorola Mobility, Inc. - Internal Confidential

1/20/12


Social TV. Adopt|adapt social verbs to TV

sport
team
player mojo
events

1-screen ‘inlining’

technically doable

realization sub-optimal

1/20/12


Pervasive Dual-Screen TV Watching

Compelling interactivity

on mobile | tablet

- familiar s/w platform

- rapid industry iteration

Source. Yahoo Advertising Solutions (2011)

While TV Program is on 85%

During TV Ad Breaks 25%

Wait until Show is Over 7%

Pause TV to use the Net 7%

Other 1% Source: Nielsen Cross-Platform Panel – 2010



Mass participation needed to get beyond ‘Field of Dreams’

more engaged 
Low participation

= talking to yourself

= low user gratiﬁcation

✗
⏏

gamiﬁcation
Low participation

= uneven analytics insights

= low business capacity for

analytics based services

✗ 2nd screen ✗

⏏
more people 

Volume of Quality of
User benefit ✖
participation contribution


.. and speaking of Gamiﬁcation



Gamiﬁcation =

use of game design

techniques and mechanics

to

solve problems &

engage audiences.



Gamiﬁcation =

use of game design

techniques and mechanics

Badges

to

Achievement Levels

solve problems &

Leader Boards

engage audiences.

Progress meters

Awards

trade|redeem|gi'

User-user challenges

Embedded casual
games



Gen 1 : Gamiﬁed Services

‘work’ hard | get badge

Source. Sebastien Deterding

(c) 2011 Motorola Mobility, Inc. 1/20/12


Real-world user data  real-world rewards

-  Badges alone inadequate

-  Burn feeds Earn

-  ‘Rewards’ consistent with

intrinsic motivation


Some exchanges that work ..



SeekingAlpha | Finance

personal

Motivation = $
Reward = $

social

1/20/12


StackOverﬂow| So'ware

Motivation =
cred
&
‘self actualize’

Reward = powers
that come with
reputation

1/20/12


USA Networks | Media

Motivation =
- deeper|unique
engagement
with program
- special status

Reward =
Status +
merchandise +
Select access

Source. Jesse Redniss

1/20/12


USA Networks | Media

Real ‘returns’.

65K registrants, 25K app installs

40% li' in 18-34 demo

Real spend.

6000 pieces of Merchandise

Source. Jesse Redniss

1/20/12

Betaworks
Spend ($ or equivalent) Mobile Monday, Jan 2012 Page 26

Naïve & ineffective

Cone of reality

.. Optimizing reward

spend & business

value generated

Utopia

value of human analytics


From Core Principles to System Design

Source. Drew Davidson(CMU)

TV | Web Video

Volume of
participation
Designing engagement within

constraints of the experience ..

UGC for better VoD
recommendation


Some ongoing directions of work ..

Attention preserving interaction

Frictionless participation

‘eyes free’|glanceable interfaces

- gesture | shake

- touch (no look) prone device

- ‘smart actions’ |

contextual completion

- virtual Aaron Rodgers dance ..





Spend ($|virtual)

Cone of
One reality
size
Personalized
fits all
Individualized value

© 2011 Motorola Mobility, Inc. value of human analytics
1/20/12





- wish list --> Infer optimal reward?

- relative user willingness &

‘conversion value’ across verbs

Individualized value

(like vs comment)

-  auto-matching reward cadence

to user (e.g. fewer, bigger?)

-  perceptions of progress & distance



Last but not least ..

Where do ‘second screen’ games ﬁt

Games as a Gamiﬁcation construct

demographic

game

design



In Summary ..

•  Gamification promising in:

–  rejuvenating the repetitive (e.g. Socialization around TV)

–  using social periphery to motivate willing participants

•  User benefit are both direct (e.g. fun) and indirect (e.g. better
recommenders)

•  Benefits accrue only with critical mass of participation

•  Achieving critical mass is a tractable techno-business proposition



Questions?

Credits. Nitya Narasimhan (Twitter. @nitya)


Fun and games for profit

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