Pervasive Entertainment - Games, Film, Physical, Print & TV merged with social networks

© Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

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Pervasive EntertainmentGames, Film, Music, Print & TV merging with audience networks ©© GaryPHayes

Pervasive EntertainmentGames, Film, Music, Print & TV merging

with audience networks ©© GaryPHayes

Wednesday, 22 June 2011

mailto:[email protected]



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My Talk (less whatʼs gone, but whatʼs here/coming up)?

1.What is Pervasive Entertainment / Gaming

2.What is Multi Platform / Transmedia in a Gaming Context

3.Games spilling into the real world Evolution of Experiential AR

4.Business Models of Pervasive AR Entertainment

5.Futures and Takeaways

Fast but all my slides at:slideshare.net/hayesg31




http://www.slideshare.net/hayesg31





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Content developer, consultant, service director

•95-04 UK, BBC Senior Development Producer - Interactive & Broadband TV•95 - Standards body eg: Chair of Business Models TV-Anytime, MPEG, DVD

•03-05 US, Interactive & Social TV Producer

•05-10 Director - LAMP Advanced Media Production @ AFTRS

•05- PersonalizeMedia Power 150 Media/Marketing Blog

•06- MUVEDesign (Transmedia, Alternate & Augmented Reality, Virtual Worlds)

•10- StoryLabs (Oz, US, UK, Canada)





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Preamble games altered permanently by another Perfect Storm

LocativeMobile

SocialTransmedia

ExperientialAR Tech

StoryGames

PERVASIVE GAME

Integration of games into peoples digital & real lives is close at hand





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But first a question that will permeate my talk - Who are the games industry?

“As all aspects of our lives become ʻgamifiedʼ such as shopping, travel, social life, locations & TV/Film, has the games industry lost the initiative by allowing marketeers, AR & transmedia companies, ad agencies, film & TV producers to create & monetize these new pervasive forms of entertainment?”Gary Hayes - GameTech 2011 Sydney



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What is:Pervasive

Entertainment?





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Pervasive games - games that are all around you, 24 hours a day, persistent & probably location based & possibly merged with real world

Bridging the digital & physical worlds

films in situ

virtual npc’s around the city

PC linked & mobile driven live action role playing

game characters overlayered in space

web driven games layered as alternate reality

Driven by devices that are mobile, always on & location aware?





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alternate reality games

locative advergaming

augmented reality games

transmedia storytelling

scavenger hunts

live action role-playing LARPs

pervasive games

collaborative play

Pervasive entertainment terms - take your pick





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What is:Multi Platform &

Transmedia Games?





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but a very fragmented games continent...





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multi-platform production

distributed narrative

cross-media communication

cross-platform

cross-media storytelling

emergent media

360 production

transmedia design

Games across multi platform terms - take your pick





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Everyone is a transmedia game player





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Leo RaymanDDB Jan 2010

Integrated Stories & Gamesgoes back a long way eg: Matrix Universe





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“The Portal 2 ARG project was a collaboration between several indie studios and Valve. Most of the game was rolled out through hidden content in 13 indie games sold together as “The Potato Sack” on Steam. Playing those games led you to hidden levels and messages from the Portalʼs antagonist GLaDOS, and ended up being the key to getting Portal 2 several hours ahead of its official release time.”

ARGs used to promote/market games - eg: Portal 2 ARG

http://workbookproject.com/culturehacker/2011/05/05/seven-things-i-learned-from-the-portal-2-arg/







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Cathy's Book: If Found Call 650-266-8233 is the first ever fully

immersive multimedia book experience. Cathy’s Book is a

knockout combination of web sites, cell phone numbers, and physical

clues—all within a well-written novel. Cathy’s Book starts in San Francisco,

when high school senior Cathy, tracking her deadbeat boyfriend, tumbles into a world of Chinese myth, high-tech misdeeds, and

immortal beings. Cathy records her adventures in her journal, and almost

every page is laced with extra doodles, illustrations, and snarky side-comments to her best friend, Emma.

Cathy’s Book (or game or app or...)games through the back-door





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CONSPIRACY FOR GOOD

Result in 50 scholarships being provided for young women in Africa

Five libraries will be stocked with more than 10,000 donated books

Also Kids Company, Doctors of the World, and READ International.

"We had a team of more than 130 experts working behind the scenes in five countries across three continents making sure that this was the best entertainment experience possible and to ensure the charity causes were the true heroes of this immersive story." Tim Kring Creator of Heroes

Social Benefit Multi-Platformoriginal property, experiences for good





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From Scenes

to Environments

to Worlds

to Universes

Transmedia authors naturally write space, time and personalize it for the needs of each individual participant

Multi Platform & Transmedia Storytelling have natural game play





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ARGs integrated in games - eg: Playstation Home Xi

http://kotaku.com/5194426/playstation-home-xi-arg-mingles-with-reality

“The alternate reality game Xi, which has made PlayStation Home a much more interesting place over the past week and a half is now leaking into the real world.So far clues to the Xi puzzle have either appeared in PlayStation Home or on select websites, but now clues are starting to appear on billboards across the world.”






http://kotaku.com/5180675/playstation-home-gets-much-more-interesting-with-xi

http://kotaku.com/5180675/playstation-home-gets-much-more-interesting-with-xi


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Evolution of:Experiential

Augmented Reality Games?





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Experiential & AR games driven by? location aware mobile tech or social behaviour?





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Experiential & AR games driven by desire to be physical?





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Experiential & AR games driven by need for social vs multi-player, interaction?





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Emotional story experiences – drama played out in the real world. A new form? - Locat-inima (Locative Cinema)





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Pervasive social games being developed to market

Zombie run - android





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Emotional story experiences – drama played out in the real world. A new form? - Locat-inima (Locative Cinema)

© ʻWitnessʼ 13th Street Universal





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Pervasive entertainment – games played in true MMO style in real worldthis is one of MUVEDesignʼs Projects in progress





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Sony Eye of Judgement PS2/3

Sony Invisimals PSP Sony Reality Fighters PSVita

But games industry using arcade game mechanics layered into real world?





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DDB Mini Mapadvergame called “Mini Maps“. It’s a Facebook app

that lets you customise a virtual MINI and then

challenge Facebook friends to time trials around the

world through a Google Maps mash-up, which

basically has you racing your friends over satellite

images of your favourite locations.

I took one for a spin over the Sydney Harbour Bridge

which was pretty cool. And you can also create your

own tracks before inviting Facebook friends into the

race, or simply join random challenges from around

the world as you find them.

While the live connection to friends seemed a little

sticky at times, the overall experience was great, and

the lure of racing friends anywhere on the planet

should see the MINI Maps campaign grab some

serious traction over the coming week… I’m glad the

guys at DDB Paris & Unit9 were able to integrate the

live social element, it’s taken the decently well

exposed maps mash-up style to a much more

powerful playing field. What do you think of MINI

Maps? (thanks Matt!)

Pervasive Advergaming mashing games, social media & reality




http://apps.facebook.com/minimaps/


http://www.ddb.fr/

http://www.ddb.fr/

http://www.unit9.com/

http://www.unit9.com/






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Business of:Pervasive

Augmented Reality Entertainment





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Since then there has been lots of talk about a $$ bill AR industry #3 billion within 4 years? But what industry, what is it?





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AR (technical & marketing) services already reach 100 000 sCan we define future markets if we don’t know what it is?





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Mapping 16 AUGMENTED REALITY BUSINESS MODELS to 3 PERIODS

Low LIKELY COMMERCIAL VALUE High

Nich

e

ADO

PTIO

N

Po

pula

r

BLENDED BRANDINGThe equivalent of hoardings, virtual poster ads

3D VIRALSBranded company or personal promotion

& ads using 'cool' 3D toys

VIRTUAL DEMODisplay to promote sale, of product in pre-

release or remotely via catalogue etc

IN SITUAiding sale by seeing projects placed in the

environment before completion

ENHANCED CLASSIFIEDSAn AR directory that promotes local 3rd parties

product & services overlaid at the location

INTERFACE ERAUTILITY

Selling life enhancing AR applications perceived as useful.

AUGMENTED EVENTSPay-per-use of enhanced sport or pop concerts

LOCATION LAYERSBlended guides to new places, tourism, enhanced travelling or themed space

PERSONALIZED SHOPPINGWalking around stores made relevant, opt in

personalization and targeting

UNDERSTANDING SYSTEMS Creating AR for internal or exploded

views of complex objects TRAININGHands-on with complex equipment and work scenarios

COOPERATIONService industry for augmented

virtual meetings

CONNECTION ERA

SOCIAL GAMING

Pay-per-play mixed reality games in physical space

RECOGNITION & TARGETINGPushing 'relevance' to outdoor consumers - facial

recognition linked to online data

EXPERIENTIAL EDUCATION

Pay-per-visit educational services to museums, ancient sites etc

INTERTAINMENTNew form experiential TV and films

EXPERIENTIAL





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Two simple real world models - sponsorship and pay per play





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Two simple real world models - branded and local business directory





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Futures of:& Takeaways





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Key change on the horizon - blended immersive screens





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A reminder of my earlier question - “As all aspects of our lives become ʻgamifiedʼ such as shopping, travel, social life, locations & TV/Film, has the games industry lost the initiative by allowing marketeers, AR & transmedia companies, ad agencies, film & TV producers to create & monetize these new pervasive forms of entertainment?”Gary Hayes - GameTech 2011 Sydney





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Issue 1 - AR & locative companies creating game ecosystems?!





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Issue 2 - Pervasive gamification, being created by non-game designers?

A brief 20 seconds from Jesse SchellFormer chair of IGDAhttp://jesseschell.com




http://jesseschell.com

http://jesseschell.com


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Issue 3 - Quality, adaptations have been about marketing than compelling gameplay





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Issue 3 - Great to see ‘real’ story focused games breaking through





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“If games are going to be a true dominant art form in this century, we have to elevate them beyond the simple mechanics of the gameplay or the graphics. All that matters is actually the experience. When we realised this, that’s when we started focusing on story.”Denis Dyack (Canadian Games Developer)

Some other thoughts from a games developer!





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Takeaways

1.Trad game industry losing traction in pervasive game areas

2.Opps for all to blend real/virtual beyond arcade style games & into social and film/tv integration

3.With rich Story games Integration of high prod. games into transmedia worlds is ready to go beyond marketing

4.Integration of games into peoples digital & real lives is close at hand - exciting times





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THANKS QUESTIONS?

These slides will soon be on slideshare.net/hayesg31





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Gary HayesAR Event 2011 Santa Clara

NEW AUGMENTED REALITY BUSINESS MODELS





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Pervasive Entertainment - Games, Film, Physical, Print & TV merged with social networks

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Transcript of Pervasive Entertainment - Games, Film, Physical, Print & TV merged with social networks