Social iTV Games

Pedro Almeida | Jorge Ferraz

Ana Pinho | Diogo Costa

CETAC.MEDIA | UNIVERSITY OF AVEIRO | PORTUGAL

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Explore the potential of ITV platforms to provide users with higher levels of

engagement and entertainment while watching their favourite shows

Identify game models that can be integrated with popular television programs

or live broadcast shows, namely crossed TV Games models

Evaluate the potential interest of (i)TV viewers for these models

Games that enroll viewers in complementary TV narratives?

It requires much attention from viewers

Hampers the ability to follow the game during a live show

The importance of promoting competition and different levels of difficulty

Time limits makes the game more appealing (as Diakopoulos and Chiu)

The willing to have user profiles for team and ranking support

The interactive content should add value to what is already offered by

television and not to override it

POTENTIAL TO FEEL MORE INVOLVED WITH THE TV CONTENT AND WITH OTHERS

A functional IPTV box based prototype (Microsoft Mediaroom 2.0 (PF))

A social game, combining a quiz dynamics with a betting system, to be

integrated with popular television programs or live broadcast shows

A content related social game to engage users in 2 distinct modules:

SYNCHRONOUS MODE

ASYNCHRONOUS MODE

+ WEB BACKOFFICE (FOR CONTENT & USERS MANAGEMENT)

Evaluate the level of appropriateness of the features available to the user’s

expectation

Check the ability to incorporate the game in TV viewing habits

Understand, in the viewers’ perspective, the application capabilities for

engaging users with the television content

Identify the application strengths and weaknesses

Below 45 years old;

91% watched TV in a regular basis (at least once a day);

36% used interactive features (DVR, Pause TV, ..) once a day.

1 (most seen) 5 (less seen)

55% used the application at least once a week

Betting features were mostly used (64%) when the Biggest Loser was not being

broadcasted

27% of the users referred that at some time they turned on the TV set just to

make or track a bet.

WOULD YOU LIKE TO USE IT IN THE FUTURE?

73% AGREE

27% STRONGLY AGREE

CREATING A FRIENDS LIST (TEXT) CHATTING WITH FRIENDS

POSITIVE FEELINGS

PLEASURE

COMPETITION

SOCIAL CHALLENGES

KNOWLEDGE TESTING

PRIZES

SPECTATORS

CONTENT PROVIDERS

OPERATORS

TAR

GETED

AT

ENGAGEMENT

LOYALTY TO SHOWS

MARKETING

ALLO

WIN

G

Pedro Almeida (almeida@ua.pt) Jorge Ferraz (jfa@ua.pt) Ana Pinho Diogo Costa

HTTP://SOCIALITV.WEB.UA.PT

CETAC.MEDIA | UNIVERSITY OF AVEIRO