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Growing Worlds - Turning Stories into Games. A presentation by © Gary Hayes looking at Game Story Environments, Growing Business, Growing Stories, Growing Players and Growing worlds, stories, ...

Growing Worlds - Turning Stories into Games. A presentation by © Gary Hayes looking at Game Story Environments, Growing Business, Growing Stories, Growing Players and 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. Features adaptations overview and in depth look at Community Created Game Worlds. Delivered as part of a LAMP insight seminar (with Matt Costello and Joe Velikovsky) in Hobart, Tasmania Weds 28 May 2008.

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Growing Worlds - Turning Stories into Games Growing Worlds - Turning Stories into Games Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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