Bill Lucey: Super Bowl 47: Feats, Facts and Historic Firsts

The opening kickoff of the Super Bowl is so near, I can almost hear ESPN's Chris Berman ("The Swami'') in my ear, saying: `"Tick... tick... tick tick tick... '' On Sunday, February 3, the Baltimore Ravens and the San Francisco 49ers, this year's home team, take to the field in Super Bowl XLVII at the Mercedes-Benz Superdome in New Orleans. Not that this annual clash needs any added buildup, but Super Bowl 47 will feature a historic family feud in that it marks the first time in Super Bowl history that brothers (Baltimore's John and San Francisco's Jim Harbaugh ) lock horns as opposing head coaches. CBS officially kicks off its coverage at 6:30 p.m., EST live on the CBS Television Network. Super Bowl XLVII, will be the network's 18th Super Bowl broadcast overall. Jim Nantz and Phil Simms will call the action, and will be joined by analysts Steve Tasker and Solomon Wilcots, serving as sideline reporters. Both NFL.com and SuperBowl.com will link to Super Bowl on CBSSports.com, CBS Sports' live stream of Super Bowl XLVII, which will include a host of unique and interactive online and social features. Of particular note is that during the 4th quarter of Super Bowl XLVII, fans will be able to vote for the Super Bowl XLVII MVP on NFL.com, either online or on web-enabled mobile devices. The fan vote counts as 20 percent of the overall vote, with the remaining 80 percent determined by the media. In addition to the Super Bowl coverage and analysis on CBS and at NFL.com, ESPN [See complete Super Bowl coverage ] will offer more than 120 hours of TV and radio programming throughout Super Bowl with more than 35 ESPN commentators (hosts, analysts, reporters and contributors) in New Orleans -- as well as a star-studded analyst team of former players and coaches with a combined 18 Super Bowl rings in 28 appearances, including Hall of Famer Steve Young, SB XXIX) and Ravens (Trent Dilfer, SB XXXV) as well as Hall of Famer and former Chicago Bears head coach Mike Ditka, winner of Super Bowl XX in New Orleans and a former coach of the 49ers' Jim Harbaugh. So before the Ravens and 49ers exchange blows on Sunday evening before millions of energized and anxious fans worldwide, this might be the perfect time to review some feats, facts and historic firsts about Super Bowl Sunday. • To date, 3,581,385 have attended Super Bowl games. The largest crowd was 103,985, at Super Bowl XIV (Jan. 1980), which was played at the Rose Bowl in Pasadena, California. • Player shares in 2013 include: $88,000 to each member of the winning team; $44,000 to each member of the losing team. • The Vince Lombardi trophy stands 20.75 inches tall, weighs 107.3 ounces, and is valued in excess of $25,000. The words Vince Lombardi and Super Bowl XLVII are engraved on the base along with the NFL shield. • For this year's Super Bowl, American singer, songwriter, dancer and actress Beyoncé will perform at halftime. In Super Bowl I, the halftime entertainment consisted of the Universities of Arizona and Michigan Bands. • The Bridgestone Super Bowl XLVI halftime show last year featuring Madonna was watched by an average of 112.6 million viewers, making it the most-watched Super Bowl halftime ever, surpassing Michael Jackson's halftime performance in 1993. • Head coach Don Shula has won 6 Super Bowls, an NFL record: 1 with Baltimore and 5 with Miami. • Tom Brady's 127 pass completions over five Super Bowl games is an NFL record. • Joe Montana threw the most touchdown passes (4 games) in Super Bowl history with 11 perfect strikes. • Pittsburgh's Franco Harris rushed for a league record 354 yards over 4 Super Bowl games. • Minnesota, Denver, Buffalo and New England have all lost 4 Super Bowls. • San Francisco scored 8 touchdowns in Super Bowl XXIV (Jan. 1990) over Denver, the most by any team in Super Bowl history. • Buffalo turned the ball over 9 times in Super Bowl XXVII (Jan. 1993) against Dallas, the most in Super Bowl history. • 23 NFL head coaches have won Super Bowls with more than one team. • 18 individuals have won Super Bowls both as a player and as a coach. • 14 fathers and sons have reached the Super Bowl. • 22 sets of brothers have reached the Super Bowl. • 6 NFL head coaches led their team to the Super Bowl in their first season, the last being Jim Caldwell of the Indianapolis Colts in 2009. • Based on Nielsen record figures, Super Bowl XLV (Feb. 2011) was watched by 162,900,000 viewers on FOX, the most in Super Bowl history. • The oldest winning coach in Super Bowl history was Tom Coughlin, 65, in Super Bowl XLVI (Feb, 2012); while the youngest was Mike Tomlin, 36, in Super Bowl XLIII (Feb. 2009) • The ticket prices for Super Bowl I (Jan. 1967) in Los Angeles were $6, $10 and $12. • The ticket prices for XLVI (Feb. 2012) in Indianapolis were $600, $800, $900 and $1,200. • On average, 10,000 tweets were sent per second during the final three minutes of the New York Giants' 21-17 defeat of the New England Patriots last year in Super Bowl XLVI, according to a Twitter spokesperson. • More than 2.1 million people turned on the live Internet stream of Super Bowl XLVI on Sunday, February 5, 2012, according to an NBC spokesperson. • Super Bowl XLVII will be the 10th Super Bowl held in New Orleans since 1970, putting the city into a tie with South Florida for the most by any single location. • There were 338 credentials issued to media at Super Bowl I in Los Angeles; last year in Super Bowl XLVI, there were 5,156 accredited members of the media, the most in the history of the game. • The use of Roman numerals to designate Super Bowls began with game V (Jan. 1971), won by the Baltimore Colts over the Dallas Cowboys, 16-13. • The price of a 30-second commercial for Super Bowl I in 1967 was $42,000. This year, by comparison, for Super Bowl XVII, a 30-second commercial will run $3,800,000. • According to a new survey by the Retail Advertising and Marketing Association, a division of the National Retail Federation, conducted by BIGinsight, more than 179.1 million people will watch the game Sunday, February 3, the most in the survey's nine-year history and up from an estimated 172.5 million last year. • The NRF survey additionally found nearly three-quarters (74.0 percent) of those watching the game will buy wings, pizza, chips, soda. Additionally, 3.9 million households will buy new furniture items, such as entertainment centers, chairs and couches, while 7.5 million will buy decorations. • Americans will consume 1.23 billion chicken wings during the Super Bowl this year, a 1 percent decline from last year, according to the National Chicken Council. • Mexico will be the largest supplier of avocados for the Super Bowl, according to the Henry Avocado Corp. • According to the Nevada Gaming Control Board, $93.90 million was wagered on the Super Bowl last year in the state of Nevada. • There are approximately 22,000 hotel rooms in downtown New Orleans and another 37,000 in the metropolitan area; and all are but officially sold out, according to the NFL. • According to the New Orleans Convention and Visitor's Bureau, approximately 150,000 tourists will have stormed New Orleans for Super Bowl 47 this year. • According to an economic study conducted by the University of New Orleans, Super Bowl 47 will have a $432 million impact on the city. Source: NFL

Apple, cross-promotion, Discovery Engineering, eCPA, Electronic Arts, Europe, Facebook, Fantasy Sports, guano, iPhone, potato, sheep, South America, SPI, whales, wolves

A BROWSER MANIFESTO – PART 10

After doubling European farming output with the potato, there was a further tripling of value from another South American import: the bird droppings known as guano. Let’s apply the fertilizer metaphor to how we can make games better with a new technical discipline that I’ll call Discovery Engineering. In short, how do we start with the same game but add engineering and technology that brings in much more new daily traffic as well as more frequent return visits?

Our gaming guano starts with my very old concept that great games must be Simple, Hot and Deep. I’ve been saying this since I founded Electronic Arts in 1982 and it remains true nearly 30 years later. Consider the ocean, which is simple enough in concept and access that everyone likes to go to the beach. The babies are playing in the sand and puddles while the kids that can walk are getting wet and letting the lapping waves chase them. It’s hot and the graphics and sound are fantastic; everyone is enthralled by the spectacle and can’t get enough. And no matter how far you go it just keeps getting deeper until you need a surfboard or scuba gear and have to worry about sharks. The analogy I used earlier was how the depth satisfies the whales, also known as wolves, who generate your revenue. The wolves need to conquer the sheep that are represented by the casual players. Hence the game must appeal to everyone like the ocean. You cannot even begin to make this work if the game is not Simple, Hot and Deep.

There are additional things that can now be embodied in the game itself that will drive more traffic and return visits. Game mechanics that are very satisfying to play by yourself are of less value than mechanics that engage you in competition and contact with other players, which provokes both viral spread and higher return rates. Repeatable game mechanics that are driven more by algebra and stats, like Fantasy Sports, are not only more efficient to build than a content treadmill, but they provoke endless competitive comparisons leading to higher return rates and more spending.

Independent of the game, additional technology layers can be wrapped around it to generate more free traffic. The APIs of an SNS like Facebook are one great example. Apple makes it easy to send an email invitation but any of these ideas is going to be more effective if the game is not limited to one platform. Everyone that is looking at email or Facebook is but one click away from the browser, regardless of his or her preferred game platform. If your game runs in the browser without requiring any plug-ins, installs or memberships you have a better chance of getting the recipient of an invitation to try it right now. If they like a short trial session, they may later become a Facebook member or buy an iPhone but even if they don’t they can play your game in any case.

My favorite example of Discovery Engineering is how we do cross-promotion. Many people dislike this idea because they don’t understand it and are clinging to the past. Old School thinking says that customers go to destinations and that you would be crazy to distract them or let them exit prematurely once you have gone to all the trouble to bring them to your game. But if your game is in the browser, the player only invested in one simple click to get to you. Not only was the “investment” nothing, he’s busy right now, possibly at work or at school, and he’s going to be leaving your website within seconds regardless of how you treat him.

The principle of cross-promotion is to get something of value when, inevitably, he leaves. Hence we show a display ad banner offering a few other games to try. If the current game is no longer holding his attention, he’s a goner anyway. But if he clicks on a game in the banner, he goes to a competitor’s game for a free trial, and that competitor now owes our company a return click from one of their customers that we don’t already have. If your product is lousy this will only make you fail faster. But if you make a superior game you will double your customers this way, because your game is good enough that your departing player will remember to come back to your game again. And your competitor is giving you a new customer who will also like your game, so you’ll have two good customers instead of just one. Voila, your eCPA just dropped in half, which dramatically increases the chance that the game’s lifetime value will be profitable.

It is for the same reason that auto dealerships cluster together on the same street. But many game developers are too paranoid and distrusting to do this kind of cross-promotion. They’re afraid to help a competitor or they’re insecure or overly protective about their game. But we know this works for us; it’s the best guano we’ve got.