A Gamification Model Design for IPTV Contents Promotion

, pp.205-214 http://dx.doi.org/10.14257/ijseia.2014.8.7,17 A Gamification Model Design for IPTV Contents Promotion Seung-Kwan Ryu 1 and Jae-Hwan Bae 2 * 1 First Author Department of Broadcasting & Media Arts, Tongmyong University, Busan, South Korea 2 Department of Game Engineering, Tongmyong University, Busan, South Korea, 1 sryu@tu.ac.kr, 2 bjhmail@naver.com Abstract Gamification means an operation, which uses a game mechanism to influence people s behavior in the non-game context. This paper aims to design a gamification model in order to activate content business industry through more content viewing or uses, which can be applicable to IPTV. This article presented definitions and types of gamification first and then suggested factors for gamification model and a concrete architecture as well as design. Keywords: Gamification, IPTV, Contents, Content business, flow 1. Introduction According to the Entertainment Software Association (ESA), 75% households among the whole American households play games and a total of over 25 billion dollars have been spent in playing games in 2010. Moreover, statistics by ESA show that 29% of the game players were over 50s in 2011. That means enjoying games is no longer a business merely for the younger generation [1]. Nowadays more and more people composed of diverse age groups with various backgrounds enjoy games for entertainment, stress-release and so on. In this sense, we need to look at more positive social function of games rather than to point out negative aspects of games, such as addiction or deviation and so forth [4]. One of key mechanism of games, which can be referred as Gamification might play an important role for content users as well as content industry in terms of increasing motivation of media viewers and contents users. So if this kind of well-designed gamification model is developed, it will contribute not only to the growth of knowledge and grasp of information of the public but also to the overall content-related industry. According to the survey which investigated favorite genre by age groups and platforms conducted by the Korea Creative Contents Agency (KOCCA), the most favorite genre, which people watch the most frequently, was a drama (34.2%) via over-the-air television, entertainment (36.2%) via cable TV, movies (36.1%) via IPTV, entertainment(38.1%) via the Internet PC, and entertainment(32.5%) via smart devices such as tablet PC or smart phones. [8] This statistics imply that although there was slight difference in viewership depending on platforms, such contents as drama, entertainment, and movies are the most popular, possibly leading to high ratings. This fact also means although there are abundant good contents such as documentaries and programs for educational purposes, most of them hardly attract attention from viewers. More significantly, people watch or use contents through diverse multichannel media such as IPTV, smart phones, and over-the-top services (OTT), basically * Corresponding Author ISSN: 1738-9984 IJSEIA Copyright c 2014 SERSC

transmitted by internet protocol. This kind of newly emerged media enable users to be more interactive as well as positive in searching and using contents, and to permit time-shift use more easily as well. Especially, more and more younger generation compared to the old tend to use contents through new media. In this sense, other than major companies, which are mostly run by small funds, should make every effort to let their contents to be chosen and so to survive. From this standpoint, this paper aims to suggest an ideal way to draw more users attention, especially for documentaries and educational contents users in the broadly internet based protocol multimedia, narrowly IPTV, applying gamification approach. 2. Definitions and Factors of Gamification 2.1. Definitions and Prototypes of Gamification The concept of gamification, which was presented first in January 2011 in the Gamaification Summit 5, has been emerged as a keyword in game industry. Gamification is a coined word which combined game plus fication implying playing or doing somethings [4]. Reviewing the process of gamification, first, it enables people to be curious about game and users to be cognizant their emotion as well as sensibility. Second, it suggests problems so that users solve them in cooperation. Third, it leads to emotional devotion and lastly makes positive behavior patterns [4]. The most prominent difference between traditional game and gamification lies in the fact whether engagement and reward last long. For example, the notion of a stamp for a cup of coffee for free after 10 times of consumption, has been developed for fun by adopting a gamification model, offering a special status to users. 1) Nissan Leaf Gamification is applied to dashboard so that drivers are likely to be very competitive to keep constant speed. This resulted in positive image of Nisssan at the same time. 2) Mazda i-dm (Intelligent Driving Master) Gamification is used to encourage voluntary participation of drivers in terms of providing interesting and fun eco-friendly driving, including fuel-saving ways. This intelligent drive device works similar to board games because eco-driving display shows the score using a variety of colors to compliment drivers. By doing so, eco-driving training can be accomplished as well. If there is a problem in the driver's operation, a dashboard shows what is wrong and how the problem can be fixed with displaying a graph like just like in games. This enables drivers to solve the problem themselves voluntarily and to correct their driving habits in a familiar way. 3) Fiat Eco-drive Fiat and Microsoft jointly developed the Blue and me (Blue & Me) system which collects driving record in online community, so individual drivers can check and evaluate their driving habits through smart phone. Using this system, one can share their records with others through social network services, such as Facebook and Twitter. This device maximized positive impacts because one can play games through the Facebook community and products and prizes are rewarded to best drivers in each sector for fun. Such factors as using a storytelling, providing guidance through social networks, and rapid response, brought successful results of the eco-drive system. 4) Foursquare this is a tool which informs the location of persons in a particular location similar to GPS, but it identifies their location on the device with fun by applying gamification. In other words, if one finds the location, they can receive a badge to compete with others. This shows the most typical example of gamification by adopting game mechanism and target acquisition methods in real-world location tracker. 206 Copyright c 2014 SERSC

5) Diablo for Education Use According to BBC, games were used to raise the literacy rate of juvenile delinquents. Blizzard Diablo (Diablo) game was encouraged for them to play. As a result, they were more eager to learn letters in order to understand the game story more accurately. This is another example of gamification. 6) Flight Mileage Program Traditional airline mileage program offers one single ticket for free if a traveler accumulates many miles. Now, beyond this kind of simple storage method, airliners adopted the notion of status, which grants premium service by upgrade customers position. This kind of mileage program is more likely to satisfy customers by providing psychological rewards. 2.2. Factors for Gamification Model Design Factors related to gamification are self-expression, rewards, status, achievement, and competition. Factor Self-expression Rewards Status Achievement Competition Table 1. Design Factor for Gamification Model Contents This mechanism allows users to have their own cyberspace and avatars. By doing so, users can communicate and express themselves more actively through the SNS in the cyber space. Mileages or virtual goods are offered corresponding to users achievements or activities. Alternatively, users can raise growth of avatars or purchase items for the achievement of the activities in the virtual space. Because immediate compensation to participants for the activity in this process is encouraged, loyalty of users can be raised. If users do not have digital devices, badges or stickers shall be rewarded. Similar to a game player, a certain level, corresponding to his or her activities and performances, is to be granted. Also, the adoption of alliance guilds, which limits activity groups who can play exclusively just like in games, can encourage users participation. Activities designed to reach the target level of the process are shown so that users can immediately see and check their level. Users can enjoy such feelings as quests or stages just like they are playing a game by increasing the level of avatars or the difficulty of activities. In doing so, users can be provided with a sense of accomplishment. Users are likely to compete with others by showing their level-up and character development in real-time basis. Users can participate in a group which they want to belong, so privacy can be protected at the same time. 3. IPTV Architecture and Gamification Model Design 3.1. IPTV Architecture 1) Elements TV head-end: where live TV channels are encoded, encrypted and delivered in the form of IP multicast streams. Copyright c 2014 SERSC 207

VOD platform: where on-demand video assets are stored and served when a user makes a request in the form of IP unicast stream. Interactive portal: allows the user to navigate within the different IPTV services, such as the VOD catalog. Delivery network: the packet switched network that carries IP packets (unicast and multicast). Home gateway: the piece of equipment at the user's home that terminates the access link from the delivery network. User's set-top box: the piece of equipment at the user's home that decodes and decrypts TV and VOD content and displays it on the TV screen. 2) Architecture of a video server network Depending on the network architecture of the service provider, there are two main types of video server architecture that can be considered for IPTV deployment: centralized and distributed. The centralized architecture model is a relatively simple and easy to manage solution. For example, as all contents are stored in centralized servers, it does not require a comprehensive content distribution system. Centralized architecture is generally good for a network that provides relatively small VOD service deployment, has adequate core and edge bandwidth and has an efficient content delivery network (CDN). Distributed architecture is just as scalable as the centralized model, however it has bandwidth usage advantages and inherent system management features that are essential for managing a larger server network. Operators who plan to deploy a relatively large system should therefore consider implementing a distributed architecture model right from the start. Distributed architecture requires intelligent and sophisticated content distribution technologies to augment effective delivery of multimedia contents over service provider's network. 3) Home networks In many cases, the residential gateway that provides connectivity with the Internet access network is not located close to the IPTV set-top box. This scenario becomes very common as service providers start to offer service packages with multiple set-top boxes per subscriber. Networking technologies that take advantage of existing home wiring (such as power lines, phone lines or coaxial cables) or of wireless hardware have become common solutions for this problem, although fragmentation in the wired home networking market has limited somewhat the growth in this market. In December 2008, ITU-T adopted Recommendation G.hn (also known as G.9960), which is a next-generation home networking standard that specifies a common PHY/MAC that can operate over any home wiring (power lines, phone lines or coaxial cables). During 2012 IEC will adopt a prenorm for POF networking at Gigabit speed. This pre standard will specify a PHY that operates at an adaptable bit rate between 100 Mbit/s and 1 Gbit/s depending on the link power budget. Groups such as the Multimedia over Coax Alliance, HomePlug Powerline Alliance, Home Phoneline Networking Alliance, and Quasar Alliance (Plastic Optical Fiber) each advocate their own technologies. Korean 4) IMS architecture There is a growing standardization effort on the use of the 3GPP IP Multimedia Subsystem (IMS) as an architecture for supporting IPTV services in carriers networks. Both ITU-T and 208 Copyright c 2014 SERSC

ETSI are working on so-called "IMS-based IPTV" standards (see e.g., ETSI TS 182 027). Carriers will be able to offer both voice and IPTV services over the same core infrastructure and the implementation of services combining conventional TV services with telephony features (e.g., caller ID on the TV screen) will become straightforward. The MultiService Forum recently conducted interoperability of IMS-based IPTV solutions during its GMI event in 2008. 5) Protocols IPTV covers both live TV (multicast) as well as stored video-on-demand/vod (unicast). Playback requires a broadband device connected to either a fixed or wireless IP network in the form of either a standalone personal computer or limited embedded OS device such as a smartphone, touch screen tablet, game console, connected TV or set-top box. Video compression is provided by either a H.263 or H.264 derived codec, audio compressed via a MDCT based codec and then encapsulated in either an MPEG transport stream or RTP packets or Flash Video packets for live or VoD streaming. IP multicasting allows for live data to be sent to multiple receivers using a single multicast group address. H.264/MPEG-4 AVC is commonly used for internet streaming over higher bit rate standards such as H.261 and H.263 which were more designed for ISDN video conferencing. H.262/MPEG-1/2 is generally not used as the bandwidth required would quite easily saturate a network which is why they are only used in single link broadcast or storage applications. In standards-based IPTV systems, the primary underlying protocols used are: Service provider based streaming: - IGMP for subscribing to a live multicast stream (TV channel) and for changing from one live multicast stream to another (TV channel change). IP multicast operates within LANs (including VLANs) and across WANs also. IP multicast is usually routed in the network core by Protocol Independent Multicast (PIM), setting up correct distribution of multicast streams (TV channels) from their source all the way to the customers who want to view them, duplicating received packets as needed. On-demand content uses a negotiated unicast connection. RTP over UDP or the lower overhead H.222 transport stream over TCP is generally the preferred methods of encapsulation. Web based unicast only live and VoD streaming: - Adobe Flash Player prefers RTMP over TCP with setup and control via either AMF or XML or JSON transactions. - Apple ios uses HLS adaptive bitrate streaming over HTTP with setup and control via an embedded M3U playlist file. - Microsoft Silverlight uses smooth streaming (adaptive bitrate streaming) over HTTP Web based multicast live and unicast VoD streaming: - IETF recommends RTP over UDP or TCP transports with setup and control using RTSP over TCP. Connected TVs, game consoles, set-top boxs and network personal video recorders: - local network content uses UPnP AV for unicast via HTTP over TCP or for multicast live RTP over UDP. -Web based content is provided through either inline Web plugins or a Television broadcast based application that uses a middleware language such as MHEG-5 that triggers an event such as loading an inline Web browser using an Adobe Flash Player plugin. 6) Via satallite Although IPTV and conventional satellite TV distribution have been seen as complementary technologies, they are likely to be increasingly used together in hybrid IPTV Copyright c 2014 SERSC 209

networks that deliver the highest levels of performance and reliability. IPTV is largely neutral to the transmission medium, and IP traffic is already routinely carried by satellite for Internet backbone trunking and corporate VSAT networks. The use of satellite to carry IP is fundamental to overcoming the greatest shortcoming of IPTV over terrestrial cables the speed/bandwidth of the connection. The copper twisted pair cabling that forms the last mile of the telephone and broadband network in many countries is not able to provide a sizeable proportion of the population with an IPTV service that matches even existing terrestrial or satellite digital TV distribution. For a competitive multi-channel TV service, a connection speed of 20 Mbit/s is likely to be required, but unavailable to most potential customers. The increasing popularity of high definition television (with twice the data rate of SD video) increases connection speed requirements, or limits IPTV service quality and connection eligibility even further. However, satellites are capable of delivering in excess of 100 Gbit/s via multi-spot beam technologies, making satellite a clear emerging technology for implementing IPTV networks. Satellite distribution can be included in IPTV network architecture in several ways. The simplest to implement is an IPTV-direct to home (DTH) architecture, in which hybrid DVBbroadband set-top boxes in subscriber homes integrate satellite and IP reception to give nearinfinite bandwidth with return channel capabilities. In such a system, many live TV channels may be multicast via satellite (IP-encapsulated or as conventional DVB digital TV) with stored video-on-demand transmission via the broadband connection. Arqiva s Satellite Media Solutions Division suggests IPTV works best in a hybrid format. For example, you would use broadband to receive some content and satellite to receive other, such as live channels. 7) Hybrid IPTV Hybrid IPTV refers to the combination of traditional broadcast TV services and video delivered over either managed IP networks or the public Internet. It is an increasing trend in both the consumer and pay TV [operator] markets. Hybrid IPTV has grown in popularity in recent years [when?] as a result of two major drivers. Since the emergence of online video aggregation sites, like YouTube and Vimeo in the mid-2000s, traditional pay TV operators have come under increasing pressure to provide their subscribers with a means of viewing Internet-based video [both professional and usergenerated] on their televisions. At the same time, specialist IP-based operators [often telecommunications providers] have looked for ways to offer analogue and digital terrestrial services to their operations, without adding either additional cost or complexity to their transmission operations. Bandwidth is a valuable asset for operators, so many have looked for alternative ways to deliver these new services without investing in additional network infrastructures. A hybrid set-top allows content from a range of sources, including terrestrial broadcast, satellite, and cable, to be brought together with video delivered over the Internet via an Ethernet connection on the device. This enables television viewers to access a greater variety of content on their TV sets, without the need for a separate box for each service. Hybrid IPTV set-top boxes also enable users to access a range of advanced interactive services, such as VOD / catch-up TV, as well as Internet applications, including video telephony, surveillance, gaming, shopping, e-government accessed via a television set. From a pay-tv operator s perspective, a hybrid IPTV set-top box gives them greater longterm flexibility by enabling them to deploy new services and applications as and when consumers require, most often without the need to upgrade equipment or for an engineer to visit and reconfigure or swap out the device. This minimizes the cost of launching new services, increases speed to market and limits disruption for consumers. 210 Copyright c 2014 SERSC

The Hybrid Broadcast Broadband TV (HbbTV) consortium of industry companies is currently [when?] promoting and establishing an open European standard for hybrid set-top boxes for the reception of broadcast and broadband digital TV and multimedia applications with a single user interface. These trends led to the development of Hybrid Broadcast Broadband TV set-top boxes that included both a broadcast tuner and an Internet connection usually an Ethernet port. The first commercially available hybrid IPTV set-top box was developed by Advanced Digital Broadcast, a developer of digital television hardware and software, in 2005. The platform was developed for Spanish pay TV operator Telefonica, and used as part of its Movistar TV service, launched to subscribers at the end of 2005. An alternative approach is the IPTV version of the Headend in the Sky cable TV solution. Here, multiple TV channels are distributed via satellite to the ISP or IPTV provider s point of presence (POP) for IP-encapsulated distribution to individual subscribers as required by each subscriber. This can provide a huge selection of channels to subscribers without overburdening Internet trunking to the POP, and enables an IPTV service to be offered to small or remote operators outside the reach of terrestrial high speed broadband connection. An example is a network combining fibre and satellite distribution via an SES New Skies satellite of 95 channels to Latin America and the Caribbean, operated by IPTV Americas. While the future development of IPTV probably lies with a number of coexisting architectures and implementations, it is clear[according to whom?] that broadcasting of high bandwidth applications such as IPTV is accomplished more efficiently and cost-effectively using satellite and it is predicted that the majority of global IPTV growth will be fuelled by hybrid networks. 8) Interactivit An IP-based platform also allows significant opportunities to make the TV viewing experience more interactive and personalized. The supplier may, for example, include an interactive program guide that allows viewers to search for content by title or actor s name, or a picture-in-picture functionality that allows them to channel surf without leaving the program they re watching. Viewers may be able to look up a player s stats while watching a sports game, or control the camera angle. They also may be able to access photos or music from their PC on their television, use a wireless phone to schedule a recording of their favorite show, or even adjust parental controls so their child can watch a documentary for a school report, while they re away from home. In order that there can take place an interaction between the receiver and the transmitter, a feedback channel is needed. Due to this, terrestrial, satellite, and cable networks for television do not allow interactivity. However, interactivity with those networks can be possible by combining TV networks with data networks such as the Internet or a mobile communication network. 9) Video-on-demand IPTV technology is bringing video-on-demand (VoD) to television [61], which permits a customer to browse an online program or film catalog, to watch trailers and to then select a selected recording. The playout of the selected item starts nearly instantaneously on the customer's TV or PC. Technically, when the customer selects the movie, a point-to-point unicast connection is set up between the customer's decoder (set-top box or PC) and the delivering streaming server. The signalling for the trick play functionality (pause, slow-motion, wind/rewind etc.,) is assured by RTSP (Real Time Streaming Protocol). Copyright c 2014 SERSC 211

The most common codecs used for VoD are MPEG-2, MPEG-4 and VC-1. In an attempt to avoid content piracy, the VoD content is usually encrypted. Whilst encryption of satellite and cable TV broadcasts is an old practice, with IPTV technology it can effectively be thought of as a form of Digital rights management. A film that is chosen, for example, may be playable for 24 hours following payment, after which time it becomes unavailable. 10) IPTV-based converged services Another advantage of an IP-based network is the opportunity for integration and convergence. This opportunity is amplified when using IMS-based solutions. Converged services imply interaction of existing services in a seamless manner to create new value added services. One example is on-screen Caller ID, getting Caller ID on a TV and the ability to handle it (send it to voice mail, etc.,). IP-based services will help to enable efforts to provide consumers anytime-anywhere access to content over their televisions, PCs and cell phones, and to integrate services and content to tie them together. Within businesses and institutions, IPTV eliminates the need to run a parallel infrastructure to deliver live and stored video services. 3.2. Characteristics and Contents of IPTV According to the Korean Broadcasting Law, IPTV is a broadcasting that offers various contents such as data, visual image, audio, electronic transaction including real time broadcasting programs to users through a television monitor securing a certain quality of service in a two-way communication internet protocol type by using broadband integrated information communication network(regardless of self-owned or leased, it excludes the electric communication line facility that is used in services that utilizes frequency in order to secure terminal communication business according to article 10, Para 1, item 1 of Frequency act ). IPTV services secured 6.31 million subscribers as of December 2012, showing a more rapid growth than other purchasable broadcast media, with public services explored and increased investment in contents and facilities though the overall purchasable broadcast market is saturated with over 20 million subscribers. The IPTV service operators greatly contributed to the growth of related industries, by investing a total of KRW 2.2 trillion in two and half years, including KRW 594.6 billion in contents and KRW 1,663.6 billion in facilities [9]. One of major Korean IPTV Company, KT, provides channels such as drama, movie, animation, sports, and education programs, etc. The problems is among hundreds of programs which compose IPTV channel line-ups, other than a few of entertainment contents, such as documentaries and educational contents which target ranging from kids to adults, are neither exposed enough to many viewers nor actively viewed by users. For this reason, particular ways which can draw many users attention are needed to develop. To solve this problem, this paper presented to install promotion sites which can raise viewership as well as consumption for documentaries and educational contents by applying gamification approach. 212 Copyright c 2014 SERSC

3.3. Gamification Model Design and Application Figure 1. IPTV Gamification Model Design - Presentation of funs and ways to play will be offered as rules. Operations and managements should be designed based on the range of action and operation, which are essential to change users behaviors. Benefits and ways to accumulate mileages should be provided. Concrete ways to obtain rewards based on ranks and mileages. Interaction tools, facilitating communication with other users and having fun, should be also included. -Interlocking major IPTV companies servers with gamification promotion sites server with OPEN-API so that information of users and contents viewing can be shared. -Managing contents by construction of CMS in gamification promotion sites server -Through the interworking with major SNS and content users database, mileages and coupons are to be offered, which brings effective promotion and leads to more active content use -Making application for smart phones in order to encourage watching and using documentaries and educational contents -By do so; users can share their records and roadmaps with friends or colleagues through SNS. This will bring more uses, which ultimately garner more revenues to content providers and IPTV as well 4. Conclusion Gamification means an operation, which uses a game mechanism to influence people s behavior in the non-game context. Gabe Zichermann defined gamification as a process which game-like thoughts and mechanics fostering problem-solving and flow in 2010. The most important issue of this idea is to develop a model which is suitable as well as applicable in the non-game context. The adoption of the aforementioned gamification tools to various Copyright c 2014 SERSC 213

programs and contents of IPTV will foster content business industry overall through more active use of contents, especially superb contents which are not very funny per se but very wholesome to the public. References [1] Gartner.com, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes, Brian Burke, (2011). [2] Idea Street, (2011), http://sparkdev.co.uk/showcase/show/idea-street. [3] Essential Facts about the computer and video game industry, ESA(Entertainment Software Association), (2011). [4] J. Mcgonigal, The Gamification Summit, Day 1 Conference Sessions - Make it GAMEFUL, (2011). [5] America's Army, http://www.americasarmy.com. [6] Games help street teens learn, http://news.bbc.co.uk/1/hi/technology/3731908.stm. [7] 50% of innovation will be gamified by 2015, (2011), http://gamification.co/tag/brian-burke. [8] Korea Creative Contents Agency, Current Situation and Analysis of Contents Industry, (2011), pp. 2-10. [9] Korea Communications Commission, Annual Report, (2012). [10] S. Ryu and J. Bae, Adoption of the Gamification Model for IPTV Contents Promotion Strategy, Advanced Science and Technology Letters, vol. 39, (2013), pp. 32-35. [11] "IPTV Standardization on Track Say Industry Experts", ITU-T Newslog. (2006) October 27, Retrieved (2012) January 17. [12] "New European initiative merges television with the power of the Internet", (Press release). HbbTV Consortium, (2009) August 27. [13] "ADB Delivers World s First Hybrid, Single-Chip, Advanced Video Coding, High Definition IPTV Set-Top Boxes To TELEFÓ NICA", Digitaltvnews. net. Retrieved, (2013) June 15. [14] "IPTV Americas Launches First IPTV Satellite Distribution Platform for Latin America and The Caribbean via SES NEW SKIES NSS-806", (Press release), IPTV Americas, (2009) January 13. [15] International Datacasting Corporation "Why IP Over Satellite?". Accessed, Company factsheet, (2009) January 18. [16] ATIS IPTV Exploratory Group Report and Recommendation to the TOPS Council, Alliance for Telecommunications Industry Solutions, (2006) July, Retrieved, (2012) January 17. Authors Jae-Hwan Bae 2006.03-present: Professor, Department of Game Engineering, Tongmyong University e-mail: bjhmail@tu.ac.kr 1998.09-2006.02: Assistant Professor, Department of Computer Games, Tamna University 2003.02-2005.02: Ph.D. Daegu University (Major: Computer and Communications(Game Network)) 1993.07-1998.08: Korea Data Communication Co., Ltd. Seung-Kwan Ryu 2004.03-present :Professor, Department of Broadcasting & Media Arts, TongMyong University, Busan in Korea e-mail: sryu@tu.ac.kr 214 Copyright c 2014 SERSC