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

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A prez from Gary Hayes at the GameTech inaugural conference at Luna Park in Sydney Australia, 22 June 2011

Covering Experiential Augmented Reality, Multi Platform Storytelling, Business Models, Locative Role Playing, Locat-inima, Pervasive Entertainment, Devices, Transmedia etc:

Initial brief

- Assessing the concept of Pervasive Entertainment and how it is affecting the games industry

- How are brands extending to transmedia?

- Reviewing the business models behind geo-social / augmented reality games

- Learning form relevant case studies

- What models of media production, distribution, and consumption are implied by these future visions of entertainment?

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

  1. 1. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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.comWednesday, 22 June 2011
  2. 2. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  3. 3. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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) © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  4. 4. 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.comWednesday, 22 June 2011
  5. 5. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  6. 6. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  7. 7. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes What is: Pervasive Entertainment? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  8. 8. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  9. 9. 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.comWednesday, 22 June 2011
  10. 10. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  11. 11. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes What is: Multi Platform & Transmedia Games? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  12. 12. 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.comWednesday, 22 June 2011
  13. 13. 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.comWednesday, 22 June 2011
  14. 14. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes but a very fragmented games continent... © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  15. 15. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  16. 16. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Everyone is a transmedia game player © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  17. 17. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Integrated Stories & Gamesgoes back a long way eg: Matrix Universe Leo Rayman DDB Jan 2010 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  18. 18. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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/ © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  19. 19. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Cathy’s Book (or game or app or...) games through the back-door Cathys 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. © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  20. 20. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  21. 21. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  22. 22. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  23. 23. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Evolution of: Experiential Augmented Reality Games? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  24. 24. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Experiential & AR games driven by? location aware mobile tech or social behaviour? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  25. 25. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Experiential & AR games driven by desire to be physical? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  26. 26. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Experiential & AR games driven by need for social vs multi-player, interaction? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  27. 27. 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.comWednesday, 22 June 2011
  28. 28. 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.comWednesday, 22 June 2011
  29. 29. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Emotional story experiences – drama played out in the real world. A new form? - Locat-inima (Locative Cinema) © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  30. 30. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Pervasive social games being developed to market Zombie run - android © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  31. 31. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Emotional story experiences – drama played out in the real world. A new form? - Locat-inima (Locative Cinema) © ʻWitnessʼ 13th Street Universal © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  32. 32. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Pervasive entertainment – games played in true MMO style in real world this is one of MUVEDesignʼs Projects in progress © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  33. 33. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes But games industry using arcade game mechanics layered into real world? Sony Eye of Judgement PS2/3 Sony Invisimals PSP Sony Reality Fighters PSVita © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  34. 34. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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!) © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  35. 35. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Business of: Pervasive Augmented Reality Entertainment © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  36. 36. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Since then there has been lots of talk about a $$ bill AR industry #3 billion within 4 years? But what industry, what is it? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  37. 37. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes AR (technical & marketing) services already reach 100 000 s Can we define future markets if we don’t know what it is? © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  38. 38. 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.comWednesday, 22 June 2011
  39. 39. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  40. 40. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Two simple real world models - sponsorship and pay per play © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  41. 41. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Two simple real world models - branded and local business directory © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  42. 42. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Futures of: & Takeaways © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  43. 43. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Key change on the horizon - blended immersive screens © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  44. 44. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  45. 45. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 1 - AR & locative companies creating game ecosystems?! © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  46. 46. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 2 - Pervasive gamification, being created by non-game designers? A brief 20 seconds from Jesse Schell Former chair of IGDA http://jesseschell.com © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  47. 47. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 3 - Quality, adaptations have been about marketing than compelling gameplay © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  48. 48. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 3 - Quality, adaptations have been about marketing than compelling gameplay © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  49. 49. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 3 - Quality, adaptations have been about marketing than compelling gameplay © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  50. 50. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 3 - Quality, adaptations have been about marketing than compelling gameplay © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  51. 51. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes Issue 3 - Great to see ‘real’ story focused games breaking through © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  52. 52. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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) © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  53. 53. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes 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 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  54. 54. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes THANKS QUESTIONS? These slides will soon be on slideshare.net/hayesg31 © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  55. 55. 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.comWednesday, 22 June 2011
  56. 56. Pervasive Entertainment Games, Film, Music, Print & TV merging with audience networks ©© GaryPHayes NEW AUGMENTED REALITY BUSINESS MODELS Gary Hayes AR Event 2011 Santa Clara © Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comWednesday, 22 June 2011
  57. 57. 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.comWednesday, 22 June 2011

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