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Growing Worlds - Turning Stories into Games
1. Growing Worlds, LAMP Insights
Growing Worlds –
Turning Your Stories into Games
Wed 28 May, Hobart
1.30 - Growing Worlds - Gary Hayes
- Growing worlds, stories, players, business and adaptations
- Contextual overview of the growth and big changes happening in games worlds
- Introducing business, audience and worlds elements to story
2.20 - The Art and Craft of Writing for Interactivity - Joe Velikovsky
- The art of writing for non-linear and developing game scripts before, during and after production
- The skill of promoting yourself as a games writer in a dominant linear industry
- Industry Overview' of the Australian games development scene
3.10 - Interactivity, play and adaptation - Matt Costello
- Adaptation of life to story to game,
- Resonant interactivity
- Developing game play in an altered context
4.00 - Exercise and Tea. Adapt-a-title Exercise presentation and panel assessment (removed)
4.15 - Panel Q/A - Gary interviews Matt with Joe
5.00 - Close
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
2. Growing Worlds, LAMP Insights
My Talk is all about Growth of:
The Worlds
The Story and Story Environments
The Players & Technology
The Business
Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
3. Growing Worlds, LAMP Insights
Growing...
Service provider, content producer, strategist,
director, web 2.0 ‘generator’
•Interactive and Broadband TV - BBC 8 years
•Personalisation / standards - TV-Anytime, MPEG
•Advanced Media - LAMP
•Virtual World Creator
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
4. Growing Worlds, LAMP Insights
Growing...
Gary recent created ‘social’ worlds
BigPond Telstra Fortune 100s AFTRS/Cog/Others
ABC Island Deakin Arts Island Thursday’s Fictions
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
5. Growing Worlds, LAMP Insights
Growing...
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
6. Growing Worlds, LAMP Insights
Growing...
WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
In 2005, Australians spent more time watching television than they did online – 13.2 hours compared with 8.9.
Internet use increased in 2006 to 12.5 hours, but television still came out ahead with 13.8 hours.
In 2007, internet use in Australia surpassed TV watching for the first time — 13.7 hours per week vs. 13.3 hours.
Nielsen Online
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
7. Growing Worlds, LAMP Insights
Growing...
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
8. Growing Worlds, LAMP Insights
Growing...
Global Innovation Outlook, IBM
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
9. Growing Worlds, LAMP Insights
WORLDS
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
10. Growing Worlds, LAMP Insights
Growing Worlds
I think we're on a threshold of a new way to tell
stories... It's a form of entertainment that's not a
game and it's not a film. It's a filmic game
experience. Peter Jackson
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
11. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
12. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
13. Growing Worlds, LAMP Insights
Growing Worlds
From
Scenes
to
Environments
to Worlds
to Universes
Writers need to write space, time and personalize
it for the needs of each individual participant
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
14. Growing Worlds, LAMP Insights
Growing Worlds
Club Penguin 4m Habbo Hotel 8m Stardoll 12m Nicktropolis 5.5m
Second Life 1.2m there.com 0.8m SimsOnline Mattel Barbie 2.75m (2mts)
Kaneva NeoPets 30m Webkinz 3.8m Sony Home PS3
SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 9.2m, Gaia Online 3.5m, Disney VMK 1.8m etc etc
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
15. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
16. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
17. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
18. Growing Worlds, LAMP Insights
Growing Worlds
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
19. Growing Worlds, LAMP Insights
STORY & story environments
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
20. Growing Worlds, LAMP Insights
Growing Story
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)
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
21. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
22. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
23. Growing Worlds, LAMP Insights
Growing Story
Source: Entertainment Software Association
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
24. Growing Worlds, LAMP Insights
Growing Story
• Halo 3 (360) — 4.82 million
• Wii Play w/ remote (Wii) — 4.12 million
• Call of Duty 4: Modern Warfare (360) — 3.04 million
• Guitar Hero III: Legends of Rock (PS2) — 2.72 million
• Super Mario Galaxy (Wii) — 2.52 million
• Pokemon Diamond (DS) — 2.48 million
• Madden NFL 08 (PS2) — 1.90 million
• Guitar Hero 2 (PS2) — 1.89 million
• Assassin’s Creed (360) — 1.87 million
• Mario Party 8 (Wii) — 1.82 million
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
25. Growing Worlds, LAMP Insights
Growing Story
• 20,000 Lines of
Dialogue
• 150-200 Movie Scripts
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
26. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
27. Growing Worlds, LAMP Insights
Growing Story
Story vs Puzzle vs Replayability
•Sample media research in game advertising models suggest “Players
tend to solve the puzzle within 6 sittings then abandon the game”
•On various games forums hardcore players say they will play a game
5-10 times.
•Game play is around 20-30 hours average.
•GTA4 has up to 100 hours of gameplay by playing the main story and
side stories.u should
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
28. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
29. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
30. Growing Worlds, LAMP Insights
Growing Story
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
31. Growing Worlds, LAMP Insights
Growing Story
• 2007 Best Writing
BioShock
(2K Boston/2K Australia / 2K
Games)
Ken Levine, Emily Ridgway,
Joe McDonagh, Susan
O’Connor
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
32. Growing Worlds, LAMP Insights
PLAYERS
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
33. Growing Worlds, LAMP Insights
Growing Players
Over 60% of Americans now play
video games, an indication of
how diverse games audiences
have become.
The appeal of games is getting
wider but the under 18 year old
audience is the strongest sector
representing 45% of games
players in Australia.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
34. Growing Worlds, LAMP Insights
Growing Players
Happiness comes from Agency
1) Satisfying work
2) Experience of being good at something
3) Time spent with people we like
4) The chance to be part of something bigger
than ourselves
Games and particularly customisable games
gives you the above better than anything else.
original points - Jane McGonigal
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
35. Growing Worlds, LAMP Insights
Growing Players
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
36. Growing Worlds, LAMP Insights
Growing Players
Gender split across online and console games
• Online- 56% male 44% female. - Entertainment software association.
• Console- 62% male 38% female - Solutions Research Group study
2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
37. Growing Worlds, LAMP Insights
Growing Story
Story Environments
Level 1 - Shared
Inhabitants create their own stories and shared mythology in a non specific narrative space.
Level 2 - Seeded
Catalyst writer/actor role plays and brings others into their story world in a generic narrative space
Level 3 - Influenced
1. Static - The environment is rich but only communicates in a visual static way
2. Living - The environment speaks to you, a monologue, pushes story at you eg; ghosts, residual lives,
placed signage etc:
3. Dynamic - You have a dialogue with the environment which responds to most things you do. E.g.:
objects and bots respond to your chat
Level 4 - Character
Environments that are richly rendered with strong back-stories and require you to improvise around a
range character definitions with others who are also role playing.
1. Improvised - human
2. Non-player characters are key role players
Level 5 - Scripted
The most passive where you inhabit a scripted part using two methods depending on the technology
1. Automatically animating you and talking for you with others (automated) in group scenes
2. You deliver a pre-set script as actor
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
38. Growing Worlds, LAMP Insights
Growing Players
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
39. Growing Worlds, LAMP Insights
Growing Players
• Last year the average time spent per week playing casual games
increased 28 percent (4.0 hours to 5.1 hours) from 3Qʼ07 to 4Qʼ07.
• Time spent with casual games already surpasses magazines,
newspapers, and other activities on the Internet.
• 85 percent of them prefer to play free games that are supported by
advertising, rather than pay for them.
• Interpret found that, during 2007, casual games reached over 145
million people aged 12-65. Of that figure over 71 million play casual
games for one or more hours per week.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
40. Growing Worlds, LAMP Insights
Growing Players
MTV Networks acquired three sites to strengthen its gaming brand in 2005 and 2006. Of the three,
Addicting Games is by far the most popular, averaging 9.4 million unique visitors in February, a 50
percent increase over the same month last year, according to comScore.
The N, Nickelodeonʼs teenage
network, has dozens of games
for children aged 12 to 17.
Slightly younger players are
directed to Nick.com, which
drew an average of 7.9 million
visitors in February and is
expected to add 185 games this
year. The youngest players of all
are welcome on the sites of Nick
Jr. and Noggin, where games
are meant to be played by
children “on the laps of their
moms,” Ms. Zarghami said.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
41. Growing Worlds, LAMP Insights
Growing Worlds
WeDigTV
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
42. Growing Worlds, LAMP Insights
BUSINESS
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
43. Growing Worlds, LAMP Insights
Growing Business
•In the first week since its release, GTA4 has sold approximately 6 million copies globally, with a retail value in the order of $500 million.
•In the first day alone it sold 3.6 million copies and took in a whopping $310 million.
•Compare: The best opening for a movie is that of Spider-Man 3. This sequel took $382 million globally in its opening weekend.
•Halo 3, the best-selling title of 2007, also took in more revenue in its first day of sales than the biggest opening weekend ever for a
movie (quot;Spider-Man 3quot;) and the final quot;Harry Potterquot; book's first day sales.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
44. Growing Worlds, LAMP Insights
Development Costs Growing Business
• 1991
• Average Retail Price $49-$69 US
• Average Dev Budget: $300,000
• Success =120,000 units
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
45. Growing Worlds, LAMP Insights
Development Costs
Growing Business
• 2008
• Average Retail price: $49 - $69 US
• Dev. Budget = $15,000,000
• Breakeven at 750,000 units
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
46. Growing Worlds, LAMP Insights
Growing Business
Development Costs
• What’s driving the costs?
–Production value
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
47. Growing Worlds, LAMP Insights
Growing Business
Biz Mods - Subscription
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
48. Growing Worlds, LAMP Insights
Growing Business
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
49. Growing Worlds, LAMP Insights
Growing Business
The influence of MMOGs and Virtual Worlds in Asia
•quot;...more than 400 million internet users across Asia, representing an
untapped market for content,quot; Pearl Research
•The top 10 online games operators in Asia earned over $2.4bn last
year
•Successful games in China can make more than $120m each - Pearl
Research.
•quot;Growth will be driven by emerging markets such as China, Vietnam
and India which have a large youth population and have experienced a
rapid rise in internet and PC penetration, in addition to increasing
urbanisation.quot;
•The region's leading games firms include Korea's NCsoft, which
operates popular games like Lineage and City of Heroes, and The9,
which makes more than $1m a day as World of Warcraft operator in
China.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
50. Growing Worlds, LAMP Insights
Growing Business
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
51. Growing Worlds, LAMP Insights
Growing Business
While it might take both players
60 hours to progress a character
up to level 40, the opportunity
cost for the American player
could be $900 (60 hours * $15/
hr,) whereas the opportunity cost
for the Chinese player could be
$30 (60 hours * $.50/hr). The
American player is willing to pay
up to $900 for a level 40
character, creating profit
opportunities for the Chinese
player.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
52. Growing Worlds, LAMP Insights
Growing Business
More than half of the online world
population though are in Social
Virtual Worlds
Estimated industry in 2011 is
around 10.5 Bill
SVWs though are about AGENCY
& EMPOWER POPULATIONS
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
53. Growing Worlds, LAMP Insights
Growing Business
Asia is around 50 % of market
Perfect World, China – Item sales only. IPO in China
and Taiwan and US – 3 years old worth 1.5 billion
Fantasy Westward Journey, China. Claim 12 mill, 6
mill active, very active – has 1 million simultaneous
every day!
CYWORLD IN SOUTH KOREA
22 million subscribers - 43% of TOTAL population
96% of 20-29 year olds use Cyworld regularly
20 billion monthly page views and 22 mill monthly
unique visitors
$300 000 in sales of digital items daily
100 000 video uploads daily
210 million songs sold, currently 6 mill per month
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
54. Growing Worlds, LAMP Insights
Growing Business
$2.2 Billion
on virtual
goods every
year
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
55. Growing Worlds, LAMP Insights
Growing Business
quot;There are at least 3,800 entrepreneurs
making $20,000 US or more a year
inside SL businesses. Around 450 make
more than $80 000. Larger out of world
SVW development companies make
around $600k-$4.8 mill per year.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
56. Growing Worlds, LAMP Insights
Growing Business
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
57. Growing Worlds, LAMP Insights
Growing Business
Gartner Says 80 Percent of Active Internet Users Will Have A presence in the Virtual
World by the End of 2011 - report from 24 April 2007
SVW advertising $15 mill in 2006
Grow to $150mill in US by 2012
Note: doesnʼt include adverworlds
or branded virtual worlds
Games
US ads in games $370 in 2006
Grow to $2bill in 2012
Growth rate (CAGR) of 33%,
Source: Parks Associates
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
58. Growing Worlds, LAMP Insights
Growing Business
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
59. Growing Worlds, LAMP Insights
Growing Business
• Tencent is one of the largest Internet portals in China with over 250 million active user
accounts. They generated $100 million+ in Q1 of 2007 and over 65% of their revenue comes
from virtual goods.
• Habbo Hotel has over 75 million registered avatars in 29 countries and 90% of their $60
million+ yearly revenue comes from virtual goods.
• Gaia Online does over 50,000 person to person auctions and 1 million message board posts a
day- making them the 3rd largest auction site and the 2nd largest message board on the
Internet.
• Major mainstream brands are now buying advertising in the form of virtual goods in social
networks. Gaians can now purchase and pimp their virtual Scion xBs. Coca Cola and Tencent
partnered to allow Tencentʼs users to trade codes taken from real Coke cans for virtual objects
in the Tencent network. Wangyou, a Chinese based social network, has also been extremely
aggressive in experimenting with branded virtual goods.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
60. Growing Worlds, LAMP Insights
Growing Business
NEW FORMS OF ADVERTISING - GAMES
quot;eMarketer projects that $295 million of the 2007 total will be spent on in-game
advertising and that spending on advergaming (the creation of games for the
purpose of promoting a brand) will reach $207 million.
By 2011, advergaming will climb to $344 million in 2011, in-game advertising will
reaching a total of $625 million that year.quot;
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
61. Growing Worlds, LAMP Insights
Growing Business
Consolidation
Publishers
Independent Internal
Developers Studios
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
62. Growing Worlds, LAMP Insights
Top 20 Publishers Growing Business
1. Nintendo 11.Square Enix
2. Electronic Arts 12.Namco/Bandai
3. Activision 13.Vivendi Games
4. UbiSoft 14.Capcom
5. THQ 15.Konami
16.NCSoft
6. Take-Two Interactive
17.Disney Interactive
7. Sega of America
18.Atlus USA
8. Sony Computer Ent.
19.LucasArts
9. Microsoft Game Studios
20. Midway
10. SCi/Eidos Interactive
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
63. Growing Worlds, LAMP Insights
Growing Business
Recent mergers abound
• Vivendi merger/acquistion of Activision
• What this means is eg: Call of Duty, Guitar Hero
and World of Warcraft all under same company
• EA, Sony, Nintendo and Microsoft still big
competitors
• EA still have their sights on Take-Two (GTA4 etc:)
which would rock the anti-competitive boat
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
64. Growing Worlds, LAMP Insights
Growing Business
Sub-Top 20 Publishers
• Koei
• Codemasters
• Majesco
• Atari,
• Ignition
• NIS America
• Brash Entertainment
• Gamecock
• Warner Bros. Interactive
Source: Kurt Busch, Studio Director, Krome Studios, Melbourne/Adelaide
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
65. Growing Worlds, LAMP Insights
Growing Business
Games Development in Australia
There are 2000 people currently working in the Australian games
development industry and by 2010 they expect this to be 6000.
A skills shortage in the industry but there is also a need for diversification,
innovation and an injection of new ideas.
Many companies are now realising the benefits of developing their own IP.
Many see potential of the booming Asian market which is predicted to be
the highest global growth area in the next five years.
Krome is Australia’s largest games developer and developed Australia’s
most successful original game Ty the Tasmanian Tiger.
Blue Tongue is a major Melbourne developer owned by games publisher
THQ.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
66. Growing Worlds, LAMP Insights
ADAPTATIONS
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
67. Growing Worlds, LAMP Insights
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
68. Growing Worlds, LAMP Insights
Growing Adaptations
Top 5 of the 25 greatest movie based games ever
1. GoldenEye 007 (N64)
2. Star Wars Trilogy Arcade
3. Batman Returns (SNES)
4. The Lord of the Rings Series (GC, XB, PS2, PC)
5. The Lost World: Jurassic Park (Arcade)
http://www.slobsofgaming.com
Movie to game adaptation from goozex forum posting as favourites
Lord of the Rings: Return of the King
Buffy the Vampire Slayer
Chronicles of Riddick: Escape From butcher's bay.
E.T. for the Atari 2600
GoldenEye
Aladdin
Batman
Teenage Mutant Ninja Turtles
Pirates of the Carribean
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
69. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
70. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
71. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
72. Growing Worlds, LAMP Insights
Growing Adaptations
Game: Peter Jackson's King Kong: The Official Game of the Movie
Release Date: Nov 21, 2005 (US)
Play as man or beast in Peter Jackson's King Kong: The Official Game of the Movie. You can be King Kong or Jack Driscoll as you
follow a story based on the movie.
Game: Iron Man
Release Date: May 2, 2008
The first Iron Man project by Sega is based on Marvel Studios' 2008 Iron Man feature film, starring Robert Downey Jr. and Terrence
Howard.
Game: From Russia With Love
Release Date: Nov 01, 2005 (US)
Inspired by the 1963 movie of the same name, From Russia with Love lets you play as the classic James Bond as portrayed by Sean
Connery. You can drive in classic cars and use upgradeable weapons and gadgetry to complete the game's nonlinear missions.
Game: The Chronicles of Riddick: Escape From Butcher Bay
Release Date: Jun 01, 2004 (US)
It's easily one of the most-impressive games on the Xbox and seems destined to be remembered as the most inspiring collaboration
between Hollywood and the gaming industry yet.
Game: The Matrix: Path of Neo
Release Date: Nov 07, 2005 (US)
You can play as Neo in a story spanning the entire Matrix trilogy in The Matrix: Path of Neo. The game's story is written and directed
by the Wachowski siblings, who created the movie trilogy.
Game: Star Wars Episode III: Revenge of the Sith
Release Date: May 04, 2005 (US)
Based on the third episode of the Star Wars trilogy, Star Wars Episode III: Revenge of the Sith promises an authentic Jedi experience.
The third-person action game follows Anakin Skywalker and Obi-Wan Kenobi as they fight enemies, learn new skills, and pull off
combo moves.
Game: The Godfather
Release Date: Mar 21, 2006 (US)
Based on the 1972 film of the same name, The Godfather immerses you in the dangerous world of the Mafia. The game features GTA-
style gameplay, a new storyline, and voice-acting by original cast members.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
73. Growing Worlds, LAMP Insights
Growing Adaptations
Mattel Launches Barbie Girls quot;the first global online virtual world exclusively for girlsquot;.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
74. Growing Worlds, LAMP Insights
Growing Adaptations
Game Inspired Movies
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
75. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
76. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
77. Growing Worlds, LAMP Insights
Growing Adaptations
What is Inhabited TV?
”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs)
so that on-line audiences can participate in TV shows within shared virtual worlds.” BBC
R&D 1996
The experiment ran in parallel to the
BBC television series The Net. After
each TV program, its viewers were
invited to become inhabitants in a
virtual world whose design mirrored
its theme and where they could
engage in various events such as
debates between performers (e.g.,
between the author Douglas Adams
and BTʼs Peter Cochrane) and
playing with interactive objects (e.g.,
a bouncy castle). Over 2300 people
registered to become inhabitants of
The Mirror.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
78. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
79. Growing Worlds, LAMP Insights
Growing Adaptations
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
80. Growing Worlds, LAMP Insights
Thank You
More info: www.personalizemedia.com
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com