Developers. Wednesday, November 21, 12

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1 Developers 1

2 Start Playing the Distribution Game on YouTube Sang Kim & Jarek Wilkiewicz (Google/YouTube) v

3 This just in: FIFA 13 mobile source: EA 3

4 FIFA13 - UGC Example source: EA / Ronaldiniosmesh 4 4

5 Agenda $$$ 5 5

6 Mobile Gaming & Video Trends 6

7 Video consumption is shifting significantly Q3 2008! Q Watching online video Watching time shifted TV Watching mobile video +22 % In users +66 % In users +206 % In users +80 % % time spent among users time spent among users +20 % time spent among users 7 7

8 Mobile Gaming Growth United States (Millions) Mobile Gamers Online Console Gamers source: emarketer, Feb&March 2012 Note: gaming audiences not mutually exclusive, there is overlap between groups 8 8

9 Gamers Love Gameplay Videos Source: Video Game Purchase Behavior Research, Ipsos OTX, Question: "What type of gaming-related video do gamers prefer to watch?" 9 9

10 Video viewing drives online + offline behavior Actions Taken After Viewing Online Video Purchase in-store* Thought more favorably about game Visited retailer Talked to others about something I learned 41% 34% 37% 33% 38% 46% 47% 54% Casual Gamers 64% made a purchase* 82% took offline action 66% took online action Recommended game to others 22% 43% Changed my mind about game Looked for more info offline Used search engine to find more info 11% 10% 14% 23% 36% 44% Core Gamers 72% made a purchase* 89% took offline action 76% took online action Visited game's site 24% 40% Visited social networking site 18% 29% Purchase online Forwarded video link to others 10% 23% 26% 26% Posted my own video 3% 7% Other None of these 1% 2% 3% 2% Source: Video Game Purchase Behavior Research, Ipsos OTX, 2012 Question: :Which of the following actions, if any, did you take as a result of viewing console video games related videos online? (Select all that apply) 10

11 API Integration Benefits 11

12 Distribution & Promotion Expose YouTube audiences to your new game title Let your users make content that future customers might watch Let your users create the content that stimulates and maintains the community Content uploaded into the platform drives video discovery 12 12

13 EA - Tiger Woods 09 - Walk on Water source: EA 13 13

14 Analytics Who are your users / customers? Get detailed data for the videos you have claimed Learn about the traffic sources and where your viewership is taking place 14 14

15 Monetization Make incremental revenue that can be reinvested into the promotion of your games Claimed videos can display instream, overlay, and text ads 15 15

16 Community Curate content playlists through the API by most watched, most discussed, etc. Aggregate YT online activity on portal community sites Create a contest for best API uploads 16 16

17 Case Studies Call of Duty, Talking Tom, FIFA 13, Dude Perfect 17

18 Call of Duty source: Activision 18

19 Call of Duty - UGC Example source: Activision / jaredgulick 19 19

20 Call of Duty: Black Ops In 4 months - 4M uploads - 70M views Activision - Spoke at GDC & Google I/O - Integrated into MW3 source: Activision 20 20

21 Key Insights Date Range 11/15/10-4/25/11 Top Playback Locations 60.3% from YouTube Watch Page 19.9% from YouTube Channel Page 13.7% from Mobile Devices 6% from Embedded player on other websites Demographics 94% Male 6% Female Total Uploads 3,634,834 Total views 69,444,353 Traffic Sources 47,575,340 Views from YouTube 3,426,623 Views outside YouTube 18,442,378 Views from Unknown Sources Player behavior Over 580,000 players have uploaded videos ~320,000 players have uploaded multiple videos Almost 80,000 players have uploaded more than 10 videos Our most prolific user has uploaded over 500 videos (since 11/9/10 - that's about 3 a day) 21 21

22 Key Insights Top Videos 1. CoD Black Ops: Really Weird Glitch on Nuketown 672, NUKETOWN GLITCH! 246, Call of Duty- Black Ops: Zombies in Nuketown? Theory 197, How to obtain Wunderwaffe in Ascension Black Ops (in description) 193, The Luckiest RC-XD in Black Ops - IamNicelikeRice 177, Black ops - Nuketown Strafe Jump(secret ledge) 167,472 7.I no scoped Chris Smoove? 160, Black Ops, FUNNIEST final kill cam EVER! 137, Call of Duty: Black Ops- Ballistic Knife to the mouth 131, CoD: Black Ops Crazy Tomahawk Kill NON RANDOM [WMD] 123,

23 Talking Tom 23

24 Talking Tom - UGC Examples Source: Outfit7 / applefreak

25 Talking Tom Outfit7 Over 400M app downloads to date Over 115M monthly active users Total video uploads: >750K Total views: >345M views Emphasis on self expression & story telling 25 25

26 How It Works Talking Friends Design Video is captured at 320x480, 10 FPS, MOV (MPEG4 + AAC) YouTube metadata helps with discovery Tags ( [...]funny animation funny cartoon Outfit7 ) Download link included in metadata description ( o7n.co/ben ) 26 26

27 FIFA 13 source: EA 27

28 FIFA 13 UGC Example Source: EA / Eskobarfc

29 FIFA 2013 Launched - September 24 Cross platform launch - PC, Console, Mobile Over 40k uploads from Mobile Platforms (iphone, ipad) to date (source Metadata has a (redirect) link to AppStore to buy the game 29 29

30 Dude Perfect 30

31 Dude Perfect 31 31

32 TM DUDE PERFECT 32

33 Who is Dude Perfect? Formed early Competitive college roommates We Play Basketball. On the Internet. Go Big approach to life 300K YouTube subscribers 90 MILLION worldwide views 33

34 Ad Age Ranks DP in Top 10 * AdAge.com - September

35 Brands On Board with Dude Perfect 35

36 The Game #1 Sports Game on Android & iphone Approaching 1 Million Downloads 36

37 YouTube APIs A Refresher 37

38 YouTube API Overview Data APIs Player APIs 38 38

39 YouTube API Overview Data API - RESTful - Resumable Uploads - Standard feeds (Top Rated, Most Viewed, etc.) - User's playlists, subscriptions, comments - Example - V3 launched Player API - Control the player behavior - JavaScript and player parameters - New YouTube Android Player API 39 39

40 Upload YouTube API POST /resumable/feeds/api/users/default/uploads HTTP/1.1 Host: uploads.gdata.youtube.com Authorization: Bearer ACCESS_TOKEN GData-Version: 2 X-GData-Key: key=adf15ee97731bca89da876c...a8dc Content-Length: Slug: my_file.webm Content-Type: application/atom+xml; charset=utf-8 HTTP <?xml version="1.0"?> <entry xmlns=" xmlns:media=" xmlns:yt=" <media:group> <media:title type="plain">my Awesome Shot</media:title> <media:description type="plain"> Best shot ever!</ media:description> <media:category scheme=" media:category> TODO: Content from Amir <media:keywords>"dude Perfect" hoops basketball</media:keywords> </media:group> </entry> 40 40

41 Playback YouTube Iframe Player API (Web, ios) var tag = document.createelement('script'); tag.src = " var firstscripttag = document.getelementsbytagname('script')[0]; firstscripttag.parentnode.insertbefore(tag, firstscripttag); var done = false; var player; function onyoutubeplayerapiready() { player = new YT.Player('player', { height: '390', width: '640', videoid: 'FTNJErP52sA', events: { 'onready': onplayerready, 'onstatechange': onplayerstatechange }}); } function onplayerready(evt) { evt.target.playvideo(); } function onplayerstatechange(evt) { if (evt.data == YT.PlayerState.PLAYING &&!done) { settimeout(stopvideo, 1000*10); done = true; } } function stopvideo() { player.stopvideo(); } JavaScript 41 41

42 Playback YouTube Android Player API (Android) import com.google.android.youtube.api.youtube; import com.google.android.youtube.api.youtubebaseactivity; import com.google.android.youtube.api.youtubeplayer; import com.google.android.youtube.api.youtubeplayerview; Java public class MyYouTubePlayerActivity extends YouTubeBaseActivity { private YouTubePlayer youtubeplayer; } [...] YouTubePlayerView youtubeview = (YouTubePlayerView) findviewbyid(r.id.youtube_view); registerplayerview(youtubeview); youtubeplayer = youtubeview; [...] youtubeplayer.loadvideo(vid); 42 42

43 Capturing Mobile Video Challenges and Solutions 43

44 How it Works Local Capture Design gameplay AV frames REST video file video frames audio frames 44 44

45 Dude Perfect - UGC Example 45 45

46 COTS Solutions 46 46

47 Kamcord - UGC Example (Flip the Bird) Source: Kamcord /arathnam 47 47

48 Best Practices 48

49 Pre-Launch What are your goals for an API integration? Who is your technical lead? Have you established your YouTube channel? How are you going to promote your videos? 49 49

50 Post-Launch Educate users on how to upload Create API playlists - most viewed, most commented, most liked Analyze your data (uploads / views per day) Correspond with your users - comments / videos Create a contest source:

51 source: Valve source: Valve 51 51

52 Team Fortress 2 - UGC Example 52 52

53 Summary YouTube API in Your Next Title + = 53 53

54 Q&A youtube.com/dev google.com/+youtubedev 54

55 <Thank You!> google.com/+youtubedev G+: profiles.google.com/jarek.wilkiewicz 55

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