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

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


© Gary Hayes CCO MUVEDesign & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
Wednesday, 22 June 2011


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


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)



Preamble games altered permanently by another Perfect Storm

Locative Social
Mobile Transmedia

PERVASIVE
GAME
Experiential Story
AR Tech Games

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



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



What is:
Pervasive
Entertainment?



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

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

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



Pervasive entertainment terms - take your pick

collaborative play
pervasive games
scavenger hunts
alternate reality games
locative advergaming
augmented reality games
live action role-playing LARPs
transmedia storytelling


What is:
Multi Platform &
Transmedia Games?


but a very fragmented games continent...



Games across multi platform terms - take your pick

transmedia design
360 production
cross-media storytelling
multi-platform production
distributed narrative
cross-media communication
emergent media
cross-platform



Everyone is a transmedia game player



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

Leo Rayman
DDB Jan 2010



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

“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.”

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



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

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.



Social Benefit Multi-Platformoriginal property, experiences for good

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



Multi Platform & Transmedia Storytelling have natural game play

From Scenes

to Environments

to Worlds

to Universes

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



ARGs integrated in games - eg: Playstation Home Xi

“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/5194426/playstation-home-xi-arg-mingles-with-reality


Evolution of:
Experiential
Augmented Reality
Games?


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



Experiential & AR games driven by desire to be physical?



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



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



Pervasive social games being developed to market

Zombie run - android



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

© ʻWitnessʼ 13th Street Universal



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



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

Sony Eye of Judgement PS2/3

Sony Invisimals PSP Sony Reality Fighters PSVita



Pervasive Advergaming mashing games, social media & reality

DDB Mini Map
advergame 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!)



Business of:
Pervasive
Augmented Reality
Entertainment


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



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



Mapping 16 AUGMENTED REALITY BUSINESS MODELS to 3 PERIODS
INTERFACE ERA CONNECTION ERA EXPERIENTIAL
Popular

3D VIRALS UTILITY
Selling life enhancing AR
Branded company or personal promotion
applications perceived as useful.
& ads using 'cool' 3D toys

LOCATION LAYERS VIRTUAL DEMO
Display to promote sale, of product in pre-
Blended guides to new places, tourism,
release or remotely via catalogue etc
enhanced travelling or themed space
AUGMENTED EVENTS
Pay-per-use of enhanced sport or pop concerts

BLENDED BRANDING ENHANCED CLASSIFIEDS
An AR directory that promotes local 3rd parties
The equivalent of hoardings, virtual poster ads
product & services overlaid at the location
ADOPTION

SOCIAL
GAMING INTERTAINMENT PERSONALIZED SHOPPING
EXPERIENTIAL Pay-per-play mixed New form experiential TV and ﬁlms Walking around stores made relevant, opt in
EDUCATION reality games in personalization and targeting
Pay-per-visit educational services physical space
to museums, ancient sites etc

IN SITU RECOGNITION & TARGETING
Aiding sale by seeing projects placed in the
Pushing 'relevance' to outdoor consumers - facial
environment before completion
recognition linked to online data

UNDERSTANDING SYSTEMS
Niche

Creating AR for internal or exploded COOPERATION
views of complex objects Service industry for augmented TRAINING
virtual meetings Hands-on with complex equipment and work scenarios

Low LIKELY COMMERCIAL VALUE High


Two simple real world models - sponsorship and pay per play



Two simple real world models - branded and local business directory



Futures of:
& Takeaways



Key change on the horizon - blended immersive screens



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



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



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

A brief 20 seconds
from Jesse Schell
Former chair of IGDA
http://jesseschell.com



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



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



Some other thoughts from a games developer!

“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)



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



THANKS QUESTIONS?

These slides will soon be on
slideshare.net/hayesg31


NEW AUGMENTED REALITY BUSINESS MODELS

Gary Hayes
AR Event 2011 Santa Clara

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

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