work [at] play

Friday, 7 June, 13

June 2013

Work at Play is a new kind of studio that brings value to our customers by

extending their product experiences to a mobile and social world. We do this by

creating custom engagement systems that decrease churn and increase long-term

customer value.

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June 2013

In Business for 12 Years

Bringing TV and game experiences to a social and mobile world.

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Our Clients Include

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June 2013

Tonight’s Agenda

5:30-6:00 – Mingle & Socialize

6:00-6:10 – Second Screen ResearchClaire Moller & Tisha Simpkins, Work at Play

6:10-6:25 – Case Study: The Success and Failure of a Second Screen ProjectDavid Gratton, Work at Play

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6:25-6:50 – Ideation and prioritization of goals for the meetupLorraine Chisholm & Tisha Simpkins, Work at Play

6:50-7:30 – Stick around to discuss plans for Banff and E3

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User Habits

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June 2013

Sequential Usage

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Simultaneous Usage

Moving from one device to another to accomplish a task.

Using more than one device simultaneously.

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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Simultaneous activities

60% Emailing44% Internet Browsing42% Social Networking25% Playing a Game23% Searching15% Work Documents9% Watching Video

Top Multi-Screen ActivitiesSequential activities

81% Browsing the Internet72% Social Networking67% Shopping Online63% Searching for Info46% Managing Finances43% Planning a Trip43% Watching an Online Video

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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June 2013

Simultaneous Use

Multi-taskingUsing two devices for unrelated activities (e.g., watching TV and playing a game)

Complementary useUsing two devices for related activities (e.g., watching TV and reading a blog post on that program)

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22%

78%Multi-taskingComplementary use

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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June 2013

Complementary Use – Device Combinations

40%TV + Tablet

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36% PC/Laptop + Smartphone

35% TV + Smartphone

32% TV + PC/Laptop

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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June 2013

Users Want More Control

They want to be able to watch content on demand (77%) and on any device (56%). And more and more people want to move content from one device to another (50%).

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Consumers have started to believe that voice is a viable way to interact with technology. 61% say it will have a high impact on them to be able to talk to their devices.

Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer

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TV & the Second Screen

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Watching TV

Source: http://techcrunch.com/2012/12/05/nielsen-85-percent-of-tablet-and-smartphone-owners-use-devices-as-second-screen-monthly-40-percent-do-so-daily/

85% of mobile owners use a

tablet or smartphone when watching TV at least once

a month

40% of mobile owners use a tablet or smartphone

when watching TV daily

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June 201313

“"Second Screen was born out of boredom and defined by consumers; they looked to their smartphone or tablet when the TV content was boring them or there was an extended break between programming. The space has focused so much on a synced experience between the TV and mobile device, it has lost sight of these core habits and times of use."

– Jason Ary, Director of Mobile Strategy at Double Encore

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June 2013

Top Multi-screen Behaviours by Program Type

14Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer

Laptop/PC Users Smartphone Users Tablet Users

Going online to email, browse, etc.

Social networking

Show-related searches

Search/shop for products viewed on TV

Live-Feel Reality TV (54%) Sporting Events (70%) Recorded Reality TV (81%)

Sporting Events (47%) Live-Feel Reality TV (63%) Recorded Reality TV (75%)

Live-Feel Reality TV (54%) Live-Feel Reality TV (65%) Independent Drama (69%)

Recorded Reality TV (36%) How-to/Food (48%) Independent Drama (63%)

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June 2013

Second Screen Apps

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All Things to all People

Extending the Smart TV

Broadcaster / Network

Hardware Solutions

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June 2013

Second Screen AppsAll Things to All People•TV Guide (schedule & reminder) •Gamification •Personalized profiles & preferences •Chat (rooms & twitter)•Social sharing •Who's watching what •Monetization (click and buy)

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June 2013

Second Screen Apps

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Extending the Smart TV•SmartTV / Hardware integration •Video and audio content recognition•Works on any screen•Revenue stream (interactive ads) •Extra content (trivia, IMDB) •Social sharing•Recommendation engine•Remote control capability •Developer focused

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June 2013

Second Screen AppsBroadcaster/Network•Show / network specific •On-demand streaming •Social sharing •Interactive features •Exclusive content •Second screen from conception

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June 2013

Second Screen Apps

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Hardware Solutions•Extends to games & movies •Custom solutions•Social sharing•Partnership exclusives

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Gaming & the Second Screen

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June 201321

““I think that providing people the ability to connect in with the games they love, the content they love, the characters they love, with the community that surrounds that content, is really important. We’re using mobile as a way to enhance our core franchises.”

– Eric Hirshberg, CEO of Activision Publishing

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June 2013

Role of the Second Screen in Gaming

Second screen as a controller

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SmartGlassWii U Playstation Vita

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June 2013

Role of the Second Screen in GamingSecond screen as a companion to core game play

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Core Activities•Prepare for game play•Compare with friends•Challenge and compete

Call of Duty: Elite Mass Effect: Datapad Battlefield: BattlelogNeed for Speed: Autolog

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June 2013

How do companion apps deliver value?

• Builds engagement before and after launch of core game• Offers meaningful benefits to the player in the core game• Extends the story world• Extends game play• Monetization

24Source: http://schedule.sxsw.com/2013/events/event_IAP2421

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A Case Study:Our first foray into TV Second Screen

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Multiple Screens=

Split Attention

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Lost Advertising Opportunities

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What are we sharing and discovering?

We tap into bite sized moments.

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Lost Advertising Opportunities

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I’m so sad.

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Didn’t see that coming!

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I hate Simon.Friday, 7 June, 13

I don’t get it?

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We did it!

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Called it!

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No F%$#!ing way!Friday, 7 June, 13

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I Demoed this 1000 times andmy friends got pissed!

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Broadcaster

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Broadcaster

Media Planner / Buyer

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Broadcaster

Media Planner / Buyer

Advertiser

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Broadcaster

Media Planner / Buyer

Advertiser

Producer

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Broadcaster

Media Planner / Buyer

Advertiser

Producer

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Broadcaster

Media Planner / Buyer

Advertiser

Producer

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Broadcaster

Media Planner / Buyer

Advertiser

Producer

Broadcaster (IT Team)

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Broadcaster

Media Planner / Buyer

Advertiser

Producer

Broadcaster (IT Team)

IP Owner

NO NOT JK ROWLING

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June 201353

Broadcaster

Media Planner / Buyer

Advertiser

Producer

Broadcaster (IT Team)

IP OwnerProject was killed by lead advertiser, who felt the second

screen app would detract from their sponsorship.(I didn’t know they were at the table.)

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