May 022011

I presented at Australia’s only Multi-Platform TV show last week and my talk was entitled ‘The Gamification of Social TV – Inspiring the Stories of Tomorrow’. A broad brushstrokes look at the current trend of motivating TV users already busy in social networks to ‘interact’. The slideshare presentation is embedded below and the flow of that is echoed in this post (which has a few other rich media embeds too).

The structure was based on the usual questions, a) What is Social TV ? b) What is Driving it ? c) The Value for the Users  d) What it Means for the Creators who enable it?  Hoping to help the small but quality audience understand the reasons to look at the value Social TV brings to the users vs jumping straight in on the ROI of getting more eyeballs on the existing programming. The Gamification aspect is about looking at the ‘playful’ techniques being used to turn audiences into users around traditional type TV programming – which is already becoming socially active.
The Gamification of Social TV

A Bit of History

In defining Social TV I tried to point out that this is nothing new. Ye Olde Days of Interactive (social) iTV circa 2002 which I was heavily involved in at the BBC although based on single screen interfaces still had at its heart the need to connect viewers to the TV channel but also to each other . I referred to it as SetTopBox iTV with a slice of social and the most popular (up to 8 million during some shows) services tended to be the ones that synched the TV to the interactive element – one small step for tech one giant leap for editorial . So Social TV is not new, perhaps it is up to level 3.0 – 1.0 being single screen iTV, 2.0 video on the web combined with social and chat features and 3.0 the hybrid, global two screen synch’d & app based services we are seeing more and more of now.

From an personal and historical context I also talked briefly about a few early iTV services such as XCreatures  broadband service I produced in 1999 and delivered to 100s of test homes in London over YesTV IPTV service & B T broadband backbone. The BBC’s first broadband programme to live audiences where for me the significant elements was the way users could not only navigate through fragmented clips but most importantly communicate and leave their own comments at the end – remember this is on the same screen using an IR keyboard!

What is Social TV?

In terms of defining the landscape of Social TV I called these early days baby-steps and divided it into three key movements

  • The Conversation of TV   – around the back-channel, recommendation and communities
  • The Gamification of TV   – making services playful, tribe building and participative
  • The Personalization of TV   – encouraging users contribution , making it personally relevant  & drawing in their stories

Social TV Is Not A Battle for Eyeballs

I went out of my way to stress that Social Media is not battling with Broadcast TV for the big Ad Dollar prize , this is not Facebook vs ABC or iTunes/GoogleTV vs BBC but potentially about  the real synergy , Live format TV and Social Media as perfect bedfellows. I continue after the presentation slides.

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Feb 162009

I have blogged long and hard about the future of the metaverse and particularly how key sectors can make use of them as a functional tool. Education are already motoring, social activity is still the key driver, artists use it for music, video and performance and buying/selling ‘user to user’ businesses are still strong. One area that has received most contraversy is of course ‘real brands’, a so called exodus and ‘really’ what is the ROI. I published over at my MUVEDesign VW development site, a first stab at where I think we are on the Gartner Hype Curve for social virtual worlds (not game worlds!). Here it is again (linked from my flickr account).

Gartner Hype Cycle SVW

I do believe we are probably at the lowest ebb for brands in second life. This is bourne out by the SL brand stats I founded over at The Project Factory – you can see the dwell traffic for most brands outside the top 10 are exceedingly low. That doesn’t mean its game over. Far from it, as the lessons are learned and now it is time for companies to get it right, by avoiding developers that focus on build it and run (yes they are still here) and deliver experience, social interaction and relevance. I cover this in a lot more detail in posts back in 06-08!

Andy Mallon over at the Social Research Foundation has published a nice Annual Surver PDF report which is an inworld survey of Second Life users who ‘know’ second life – vs the tourist reports we often get from fly-by-night journalists or Gen Y social marketeers who don’t get it! Heres the blurb on the report (seeing I use the nice charts below!) Gotta earn my keep 🙂

The First Opinions Panel is the largest consumer research panel in Second Life with 10,000 members from newbies to the most active and involved “residents” who, Own the most virtual land, Spend and earn the most money there, Spend the most time there, an average of over two hours a DAY!, Run the most groups. Over 1,000 of our members own one or more groups in SL, many with hundreds to thousands of members. These are the leaders in Second Life. They are studied by over 33 demographic and psychographic attributes from both their real and Second life.

Firstly the longevity for users in Second Life. Remember that at the moment there are between 60-75 thousand users inworld at any moment and 31% spend an average of TWO HOURS a day in Second Life – 2/3 spend at least ONE hour a day! The next question is what is the churn rate, how long do people actually hang around using the service?



So Second Life is perhaps not ‘for life’. It seems many folk do tire of it at around 18 months with only around 20% going for longer than two years. Again this isn’t a real issue for brands as the culmulative user hours across the board puts Facebook, YouTube and other social spaces to shame.

This culmulative dwell is also on the increase. Get a user loyal to your brand and you may have them for longer than a year. Which seques nicely onto how do those inworld for these long periods actually want to interact with brands…


The item that stands out for me is ‘product development’. This has been consistently under utilized so far and there is still a big gap in the virtual marketplace for a big brand to really go beyond designing a hotel layout or fantasy coke machine. I know one brand will be stepping up to the mark this year and demonstrate how powerful this aspect can be. One item that is missing for me is brands ‘presenting’ to inworld inhabitants and facilitating ‘Ted talks’ like events rather than that being the domain of academia only. The SRF published a few choice statements from savvy inworld folk that reinforces several of the key points I and others have been bleating about for years.

  • “Don’t advertise to me – give me something that does not waste my time – make me want to learn more about by entertaining me, informing me or educating me. And make it cool.”
  • “Don’t just expect to do normal marketing – you have to hold events and interact with people”
  • “Bringing real world products inworld is the next inevitable evolution.”
  • “SL is a great way to reach those whom may need services that you may not reach otherwise. ”
  • “Real life companies tend to create great places but just leave them behind. They should assign some people to stay online and accommodate those people who visits their places in Second Life.”
  • “You have to engage people in SL, not simply put up marketing messages and expect residents to flock to you.”

The survey goes beyond well trodden areas too by asking about their Real Life Primary Job and how Second Life has been an enabling tool for it. It is no surprise that learning, collaboration and meetings are high on the list but what will become more and more significant will be real world recruitment – gauging a persons abilities and/or personality inworld. Kelly, Accenture and others are already versed in this space.


With the level of doom about brands in second life this question goes to the heart of what activities are on the decline. So looking at this chart the shorter the bar the better and running RL businesses in Second Life is the least in decline. (It is not clear from this chart if surveyed folk actually answered all questions so will leave it a little to your imagination as regards a true split here)


As a finale and related to the above, Clever Zebra’s Virtual Worlds for Business 2009 is now out as a free publication looking at VW for business applications. Unsure of the ‘enterprise readiness’ of all ten worlds author Nick Wilson highlights companies that are already sold on VW for meetings at least – which is slightly contradictory to him saying, expect to be logged out of meetings regularly? Anyway in the free report here are a few quotes from the document:

Dell “Employees report that they are more engaged in the 3D environment than on a conference call and that they feel more involved and apt to participate. An added side benefit is that this pilot project affords Dell the opportunity to experiment with moving toward a greener future where more and more employees work from home, not the office.”

IBM “IBM estimates that they saved approximately $250,000 by taking the conscious decision not to hold the Virtual Worlds for Business conference (normally a 2.5 day in person meeting) physically this year, and more for the Annual General meeting (normally a 3 day event for 400 Academy members and affiliates).”

Sun “Sun were able to transform an otherwise exclusive, expensive event into an inclusive inexpensive one open to a much wider audience of junior engineers who would benefit from the real learning experiences provided in a virtual setting. They were even able to get Hal Stern, Snr VP Systems Engineering to come in and do 2 full chat sessions exclusive to the virtual component of the 2008 CEC.”

Jan 272009

Seem to be in list/research mode at the moment and was looking for one place on the web that had a list of stats about the mix of male and females across the ‘game/virtual world’ space. I have actually found it useful to highlight many of the type of stats to clients who still believe console games, online ‘quest’ based games and virtual worlds are still the domain of twenty something, slightly overweight, couch potato, anti-social males. Nothing could be further from the truth. Read on, and in no particular order!

note: Cross-posted on MUVEDesign (my virtual world build site).

PDF report by Pew Internet. “Adults and Video Games”

  • More than half – 53% – of all American adults play video games of some kind
  • Independent of all other factors, younger adults are still more likely to play games.
  • Among older adults 65+ who play video games, nearly a third play games everyday, a significantly larger percentage than all younger players, of whom about 20% play everyday.
  • Gaming consoles are the most popular for young adults: 75% of 18-29 year old gamers play on consoles, compared with 68% who use computers
  • Computers are the most popular among the total adult gaming population, with 73% of adult gamers using computers to play games, compared with 53% console users, 35% who using cell phones, and 25% using portable gaming devices.

“Games Women Play” Sep 08 from the Edge

  • Online casual games bring in 150 million women every month– roughly half the population of the United States.
  • Nearly two-thirds of women casual players online are over 35.
  • Women play casual games 5 to 10 hours per day – significantly greater than the 7.4 hours per week by a survey by the Casual Gaming Association.
  • Competition, rather than simple relaxation or escapism, motivates them to play.
  • Female players who are 18 and older represent one third of the game-playing population while male players who are 17 or younger represent only 18 percent of casual gamers
  • Playing casual games is often the first thing women do after waking. They check their ranking and play for on average of 2 ½ hours every morning.
  • Women engage in trivia games with the family members but play action games alone.
  • Most women players are married or in a relationship and have children.

Online Gaming Popularity Grows Among Youngest and Oldest Female Segments in the U.S. ComScore report.

  • Significant user growth among teenage girls between the ages of 12 and 17 and women between the ages of 55 and 64.
  • Growth in the 12 – 17 age range was 55% compared to the total female online gaming audience rate of 27%
  • The over-55 age range grew 43%.

BBC 23 December 2008 “Battle of the Sexes”

  • It found that the most hard-core players are female, that gamers are healthier than average, and that game playing is an increasingly social activity.
  • Despite gaming being seen as a male activity, female players now make up about 40% of the gaming population.
  • The study (detailed link here from Wiley interscience) looked at gender differences in more than 2,400 gamers playing EverQuest II.

Industry Facts from Entertainment Software Association ESA

  • The average game player is 35 years old and has been playing games for 13 years.
  • The average age of the most frequent game purchaser is 40 years old.
  • Forty percent of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (33 percent) than boys age 17 or younger (18 percent).
  • In 2008, 26 percent of Americans over the age of 50 played video games, an increase from nine percent in 1999
  • Sixty-three percent of parents believe games are a positive part of their children’s lives.

Boy Gamer by Gary Hayes

Women Embrace Casual Games from RedHerring “Casual Gamers Anything But”

  • Spend as much as 20 hours each week playing their favorite games.
  • More than 70 percent said they play at night, and 58 percent have no children living at home.
  • Results from the Harris research reveal that 67 percent of the women over 40 who play games do so at least four times per week. Nearly half play every day.
  • Some 60 percent say they would rather play a casual game than talk on the phone or do projects around the home, while nearly 50 percent said they would rather play a casual game than go to a movie.

BBC 17 Sep 2008 “Online gamers are not unhealthy

  • The “couch potato” image of computer gamers is unfounded, with many in better than average shape, claim US researchers.
  • More than 7,000 players of the online game EverQuest II were quizzed about their health by scientists.
  • They found gamers’ body mass index (BMI) tended to be lower than the US average – with many taking “proper” exercise more than once a week.

Driving Force in Video Gaming: Women and Baby Boomers. Reported on PC World Aug 2008. IBISWorld claims that:

  • 38 percent of US gamers are women
  • The average player is 35 years old
  • 24 percent are over 50.
  • The percentage of female video gamers climbed from 33 to 38 percent in five years bolstered in part by Nintendo’s Wii, but also “interactive group games” such as Singstar, Rock Band, and Lips, as well as The Sims, The Movies, Nintendogs and NeoPets.

Demographics of the top 3 games on Facebook – from Bret on Social Games

  • Scramble which is the only game among the top three developers dominated by women(63%).
  • The age of Zynga players is spread more evenly among the three age segments, but with ~50% in the 22-25 age bracket.
  • Blake Commagere’s Monsters games also have ~50% of their users in the 22-25 age bracket.
  • They also have a fairly even male-female ratio.

Second Life demographics and usage – reported by Lost in Bananaverse

  • 83.79% of the population is 25 years and older, and the older users spend far more time in Second Life than younger users
  • Females spent nearly twice as long online in Second Life as males. Females make up 45.5% of the Second Life population.
  • Total user hours for April totaled 29,069,684 hours
  • Those 45 and older continuing to be the heaviest users on average.
    • 45 and older: 70.17 hours per user per month
    • 35-44: 66.06 hours per user per user per month
    • 25-34: 55.55 hours per user per user per month
    • 18-24: 37.84 hours per user per user per month
    • Teen grid: 24.67 hours per user per user per month

The demographics of World of Warcraft (useful but old 2005 data from Nick Yee)

  • The average age of the WoW player is 28.3
  • 84% of players are male
  • 16% are female. Female players are significantly older (32.5) than male players (28.0)
  • On average, they spend 22.7 hours per week playing WoW.
  • There are no gender differences in hours played per week.


  • 13 is the average number of years adult gamers have been playing computer or video games. Among most frequent gamers, adult males average 15 years for game playing, females for 12 years.
  • 59% of gamers play games with other gamers in person. This is a rise from 56% in 2007 and from 51% in 2006.
  • The average age of the most frequent game purchaser is: 40
  • 56% of online game players are male 44% are female.
  • What is the One Type of Online Game Played Most Often?
    • 12% Other
    • 47% Puzzle/Board/Game Show/Trivia/Card
    • 16% Action/Sports/ Strategy/Role-Play
    • 14% Downloadable Games Such as Bejeweled and Diner Dash
    • 11% Persistent Multi-Player Universe

Women are hardcore gamers from bNet in 2006

  • Electronic Arts’ casual game site draws 11 million unique users per month. Fifty-five percent of those are women.
  • On the subscription side, 75 percent of the more than 1 million subscribers are women over the age of 35.

Study: Women Gamers Outnumber Men in 25-34 Age Group – from GameDaily 2006

  • Consumer Electronics Association study found that 65 percent of women in the 25-34 age bracket play video games, while only 35 percent of men in that group said that they play video games. The key factor involved with these findings is the increasing popularity of casual games, especially among women. (These casual titles are typically found on web portals like Yahoo!, AOL Games, PopCap Games, EA’s and elsewhere.)
  • Women were found to be slightly less likely than men in the 25-34 bracket to play traditional console games on systems like PlayStation or Xbox.

Old (2000) but interesting item on ‘gender bending’ in games from

  • 6% of subjects play female characters for 25% or less of their gaming time
  • 24% play females for 26-50% of their gaming time
  • 15% play females for 51-75% of their gaming time
  • 42% play females for 76-100% of their gaming time
  • 12% did not answer this question