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Social Mobile Convergence
        In Games
     European Mobile Media Conference
           Prague, 23 April 2009




           Volker Hirsch
What is Social?
Social refers to the interaction of
organisms with other organisms and
to their collective co-existence.
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
What is Social Gaming?
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
This?
So where does Digital come
     into the Social?
In other words:



What is Digital Social Media?
Social Mobile Convergence in Gaming
Wooah...
Conversation

 Comment

Community

Collaboration

Contribution
What is Digital Social Gaming?
It Is Connected...




                     ... Somehow ...
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
BUT it can also be something like this
BUT it can also be something like this




                   IF...
The Game Connects in a Social Context
Promoting
            Bookmark &
                                                                                                                        User
                                                                     Invite (again)                                                                                                         Teasers
          Referral Options
                                                                                                                     Interaction
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  game modes
                                                 Forum, Community,
                                                  Reviews, FAQ, etc
Time to get Serious...
What is the Conclusion of this?
The Context in which a game is set, may be more
 important to its social relevance than the gameplay.


1. Make the Game a Social Object around which the
               network can evolve,

                      and / or

2. Place the Game within a network to leverage its
                    context.
Concept: Object Centered Sociality
                            Prof Dr Karin Knorr-Cetina, Sociologist
And because we’re dealing with Digital Media:


“When it becomes easy to create digital
instances of the object, the online services for
networking on, through, and around that object will
emerge too.”




                                      Jyri Engestrom, Jaiku founder
Now we only need to make sure
that mobile media acts as an
i n c l u s i ve s c re e n fo r s u c h
connectors, too...
What is Mobile Today?
Social Mobile Convergence in Gaming
480,000,000
480,000,000
Daily global circulation of newspapers
480,000,000
Daily global circulation of newspapers
            1,400,000,000
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
            1,500,000,000
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
            1,700,000,000
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
          1,700,000,000
      Number of credit cards
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
          1,700,000,000
      Number of credit cards

            2,250,000,000
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
          1,700,000,000
      Number of credit cards

          2,250,000,000
  Number of tooth brushes in use
480,000,000
Daily global circulation of newspapers
          1,400,000,000
     Number of Internet users
          1,500,000,000
      Number of TV sets in use
          1,700,000,000
      Number of credit cards

          2,250,000,000
  Number of tooth brushes in use
            4,000,000,000
480,000,000
 Daily global circulation of newspapers
           1,400,000,000
      Number of Internet users
           1,500,000,000
       Number of TV sets in use
           1,700,000,000
       Number of credit cards

           2,250,000,000
   Number of tooth brushes in use
           4,000,000,000
Number of mobile phone subscriptions
The Largest Access Screen for
  Media by a Factor of 3x!
          (and rising...)
What is Mobile Gaming Today?
Predominantly single-player and stand-alone...
But there is
also this...


               1.3m+
               Players
And some use this:




                          It’s very social but
                     lacks mass-market uptake
And now there is also this:
The iPhone and the economic environment it acts in
is exemplary for the next generation of mobile
applications and their ability to become gateways
for social objects beyond voice.
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 development
  and deployment of on-device clients and
  applications;

  Accompanied by a storefront that discovery of
  contextually relevant content and applications simple and
  quick.
New Generation Mobile Devices Facilitate
Convergence between Different Digital
Media.

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

The Result?
The most powerful communication
device in the world:

 Always On (and now it’s 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 their
 phone within 1 metre 24/7); and

 With Full Multi-Media Functionality (music, video, TV, camera,
 gaming, messaging [e-mail & IM], web access)
So what does the Future hold?
Short-Term: Bridging the Constraints

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


Bandwidth & Data Costs
 Data charges keep consumers from making
 use of existing offerings.
 Low or unreliable bandwidth makes for
 frustrating gaming experience.
 Increasingly tackled.


Input Constraints
 Small keypad, small D-pad, ...
 Touch-screen and accelerometer might
 provide innovative solutions for some types
 of games sooner than expected.
Social Mobile Convergence in Gaming
Single-Player Games tied into Communities
 Asynchronous multi-player
 DChoc Café, etc.

        Real-time (turn-based) Multi-Player
        Games with Community tie-in
           WPT Texas Hold’Em, etc.

                  Connected Mobile Games Supporting
                  Other Platforms
                     Companion Products (“WoW Pocket Edition”)


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


                                                                 time
Single-Player Games tied into Communities
 Asynchronous multi-player
 DChoc Café, etc.

        Real-time (turn-based) Multi-Player
        Games with Community tie-in
           WPT Texas Hold’Em, etc.

                  Connected Mobile Games Supporting
                  Other Platforms
                     Companion Products (“WoW Pocket Edition”)


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


                                                                 time
Single-Player Games tied into Communities
 Asynchronous multi-player
 DChoc Café, etc.

        Real-time (turn-based) Multi-Player
        Games with Community tie-in
           WPT Texas Hold’Em, etc.

                  Connected Mobile Games Supporting
                  Other Platforms
                     Companion Products (“WoW Pocket Edition”)


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


                                                                 time
Social Mobile Convergence in Gaming
Social Mobile Convergence in Gaming
Casual Games
Casual Games


Community Components
Casual Games


Community Components


     Connected
Casual Games


Community Components


     Connected


   Cross-Platform
Where are the Brands?
Social Mobile Convergence in Gaming
Ch.. Ch.. Ch.. Ch.. Changes
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, collaborative
          approach of the new connectedness.

                           BUT...
The Opportunities are Infinite!
Being Connected to their fans allows Brands to...


  Test Products and Ideas by Crowdsourcing
  Enhance Customer Relationships
  Create Interactive, Bi-Directional Relationships
  with Customers
  Engage Customers and Prospective Customers
  Keep and Increase Interest in and around the Brand
  ...
In Short:
Use it as an Active Component to Enhance and Extend
                  their Brand Reach
One Example
WPT Tournament Event Exposure:
                                          Marketing materials with short codes in WPT
                                          Overflow Rooms
                                          Demo kiosks manned by WPT with Texas Hold
                                          ‘Em and 7 Card Stud games
                                       Short codes for Texas Hold ‘Em and 7
                                       Card Stud included in all orders fulfilled
                                       from WPT Store
                                           WPT Mobile products in WorldPokerTour.com
                                           online store
                                           Continued exposure in WPT ad banners and
                                           WPT newletter / magazine

VIP Club.
Convert WPT playtime (hands played) into
player perks: discounts at hotels, free WPT
products (wallpaper-a-month), etc.
Weekly Jackpots: The player with the worst
bad beat each week wins WPT chipset.
Regular sweepstakes with entry based on
repeat play (hands-played) or participation
in key tournaments.
Regular “Global” Tournaments based on
country/carrier – a virtual World Poker
Tour.
Discuss...
Thank You.




      vh@connect2media.com
           +44 7843 599 678
          twitter.com/vhirsch
Photo Credits
http://steve-dale.net/wp-content/uploads/2008/09/community-istock_000006680981medium-compressed.png
http://commons.wikimedia.org/wiki/File:Numbers_grid_in_NY.jpg
http://www.torinoscienza.it/img/orig/it/s00/00/0013/00001381.jpg
http://www.isaacmao.com/meta
http://www.comics.gamesfirst.com/
http://cbdyag.wordpress.com/2007/10/09/got-game-ice-cream-social-and-game-night/
http://www.library.yale.edu/lhr/librarylinks/November2002/index.html
http://rugby.unbc.ca/Photos/Social_Events/Images/Pub2_JPG.jpg
http://commons.wikimedia.org/wiki/File:Pétanque_players_in_Cannes_(France)_2003.jpg
http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg
http://blog.hardmac.com/wp-content/uploads/76widgets2.5GBRAM.jpg
http://static.gamesradar.com/images/mb/GamesRadar/us/Games/W/World%20of%20Warcraft/Bulk%20Viewers/PC/
WorldofWarcraft_PC_10--screenshot.jpg
http://pokerjoesbonus.com/Screenshot2.jpg
http://blog.seattletimes.nwsource.com/brierdudley/BJT_Screenshot_High_Res_09.jpg
http://www.turingstudio.com/resources/images/desktops/1600/Lightbulb.jpg
http://mottechblog.com/wp-content/uploads/2008/07/dscf0048.jpg
http://philipscheel.net/facepalm.jpg
http://gpsinformation.us/main/18-GPS-Receivers.jpg
http://groups.csail.mit.edu/drl/wiki/index.php/The_Self-Reconfiguring_Robotic_Molecule
http://pearcemayfield.typepad.com/patrick_mayfield/WindowsLiveWriter/keaton%20behind%20bars.jpg
http://fc98.deviantart.com/fs15/f/2007/012/e/e/Apple_iphone_by_MohsinNaqi.jpg
http://commons.wikimedia.org/wiki/File:Mobile_phone_evolution.png
http://www.sambaash.com/images/sambaash%202.0%20platform.jpg

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Editor's Notes