TTE Value Proposition
• Introduce a “first of it’s kind” in-store tabletop entertainment
system with significant brand, flair and personality that
delivers a positive, healthy experience
• Offer creative reinforcement to the Starbucks brand
communication
• Offer a personalized one-to-one interface, that will stimulate
customer interaction, thereby generating positive brand
reinforcement
2
Challenge
• Increase customer retention time
• Create Family Fun to enhance Starbucks
experience
• Develop program that will
minimize out-of-pocket
promotion costs
3
TTE Value Curve
• Provides the ‘medium’ to reinforce emotional
connection to brand
• Provides an ‘inviting’ catalyst to increase
consumer traffic flow around specific hours of
operation
• Generates ‘improved’ store traffic count +
retention
• Promotes ‘ability’ to motivate new customer
traffic
• Opens ‘new’ promotion partner opportunities
(DreamWorks, FOX, Sony Music, Nike, etc.)
4
TTE Platform
• TTE is the first DVD entertainment platform with self contained, playable
games
 Features unique DVD Board
Games from iGamz
 Flexible enough to play iGamz
interactive board games and
other video content
• Everything needed to have stimulating play
is in the TTE system
 No separate game board, game pieces or peripheral hardware
• Games are selected and played from Touch Pad on TTE
• Battery powered so no electric cord or plug required
5
TTE Licenses
• TTE is produced with proprietary “licensed” and “original” concepts
 Feature popular characters, movies, TV programs, sports figures
• TTE licenses include:
 Yu-Gi-Oh!
 Dragonball Z
 HBO (Sex and the City)
 CBS (Everybody Loves Raymond)
 Fox (Family Guy)
• TTE offers games that target four psychographics:
 Kids, Teens, Adults, Urban
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TTE Features
• iGamz Gameplay Features:
 Plays off a programmable, replaceable DVD
 Manages game play and randomises play
 Features mini-games and
Q&A challenges
 Keeps track of whose turn it is
 Keeps track of the progress for
each player
 Shows the game board and player positions
 Knows where each player is on the board
 Knows who won/lost and when the game is over
7
TTE Base Universe
•
DVD’s appeal to a broad and large audience
•
General DVD market is large and growing
 Eighty-eight (88) million TVHH
$9 billion
5.8
» (70%) own 150 million DVD players (Est. CY2005)
•
Emerging market of DVD games
•
Large market for games ($9 billion) appeals
all age categories
to
2
 Video: $5.8B
1.2
 Computer: $1.2B
 Board: $2.0B
•
DVD owners continue to purchase quantities of product
Video
Computer
Board
Billions of Dollars
 Purchase minimum thirteen (13) titles per HH/year
 DVD retail sales $15.5B (CY2004)
8
TTE Viability
•
Interactive games are quite familiar with an ever popular format
•
One-hundred forty-five (145+) million play one or more forms of interactive
game
 Video Game
 CD-ROM
•
 Online
 Mobile
TTE is not introducing a totally “new” game concept
 Traditional board games already translated to a wide
range of formats
- Video Game
- CD-ROM
- Handheld
•
- CD-I
- Mobile
Consumers already exposed to classic board games with DVD
 Trivial Pursuit DVD versions selling more than one million units annually
9
Starbucks TTE Offering
•
Branded Starbucks TTE Table Top Entertainment unit that allows play of short
form iGamz DVD Board Games
•
Compact Table Top Size
 Footprint:: 7”X8”
 Height: 9”
•
Contains four (4) games
 CBS “Everybody Loves Raymond”
 FOX “Family Guy”
 4Kids Yu-Gi-Oh!
 FUNimation “Dragonball Z”
•
Each game allows 2-4 person play
•
Each game play completes in fifteen minutes
10
Starbucks TTE Offering
• TTE games are SF (short form) versions of complete game (LF)
 LF versions of iGamz available for purchase at mass market retail
 SF versions developed and rotated by iGameworks
• TTE offer SF “free” play with meal purchase in-store
 Limit to one game play per
seating (option)
 Encourage two or more persons
per table to play
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Starbucks TTE Offering
• Option to develop iGamz titles exclusively for Starbucks
 Option to purchase exclusive games at Starbucks over-the-counter
 Starbucks branded SKU with purchase
 Significant promotion revenue generator
• TTE games can be rotated on pre-defined timeframe
 2 Games change each quarter
 Replaced with New iGamz offerings
• Promotional signage, messages, other promotional opportunities
 Messaging can be placed on TTE unit or integrated into game disc
12
Starbucks TTE Messaging
• Branded POS and supporting materials:
 Incorporate consistent imagery, messaging and program look/feel
 Clearly define program ‘fun’
 Identify all program aspects, i.e. (contests, etc.)
 Promote specific day parts (i.e. dinner hour, family hour, etc.)
• Identify relevant on-premise POS items
 Danglers, counter cards, static clings, etc.
• Identify customizable usable goods
 Tray liners
• Identify relevant customer deliverables
 Special partner offerings, SKU packaging
13
TTE Promotional Opportunities
• Sell exclusive Starbucks titles
 Revenue/profit generator to offset TTE promotion cost
• Sell iGamz titles at promotional price
• Feature promotional videos on TTE disc for customer viewing
 Preview new films, TV shows,
new video games, new products,
promotions, etc.
 Charge promotional partner for
viewing opportunity
14