TV vs Metaverse - The Mixed Reality Perfect Storm

WELCOME TO MIXED REALITY Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY “Welcome to Mixed Reality” Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

x WELCOME TO MIXED REALITY What is Mixed Reality? Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY What is Mixed Reality? “Mixed Reality is the merging of real world and virtual worlds to produce new environments where physical and digital objects can co-exist and interact in real-time.” Wikipedia Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 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 BT’s 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 MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY Inhabited TV, Mixed Reality Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY THE ‘MIXED REALITY’ PERFECT STORM 3 Audience Behaviour 4 TV & Film ‘real time, simultaneous ‘live reality TV becoming game-like & fantasy’ 1 Games of TV/Film bband web & TV” ‘foundations set & learning” 2 Virtual Worlds (customisable) ‘exponential growth and external integration’ Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 1 Games of TV/Film ‘foundations set & learning” Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 1 Games of TV/Film ‘foundations set & learning” NEW FORMS OF ADVERTISING - GAMES \"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.\" Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 2 Virtual Worlds (customisable) ‘exponential growth and external integration’ Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO Worlds REALITY 2 Virtual MIXED (customisable) ‘exponential growth and external integration’ Dawning of a New Medium Gartner Says 80 Percent of Active Internet Users Will Have A ``Second Life'' in the Virtual World by the End of 2011 - report from 24 April 2007 “The collaborative and community- related aspects of these environments will dominate in the future, and significant transaction-based commercial opportunities will be limited to niche areas, which have yet to be clearly identified, however, the majority of active Internet users and major enterprises will find value in participating in this area in the coming years.” Steve Prentice, vice president and distinguished analyst at Gartner Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO Worlds REALITY 2 Virtual MIXED (customisable) ‘exponential growth and external integration’ Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO Worlds REALITY 2 Virtual MIXED (customisable) ‘exponential growth and external integration’ Mattel Launches Barbie Girls \"the first global online virtual world exclusively for girls\". Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO Worlds REALITY 2 Virtual MIXED (customisable) ‘exponential growth and external integration’ Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 3 Audience Behaviour ‘real time, simultaneous bband web & TV” Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 3 Audience Behaviour ‘real time, simultaneous bband web & TV” Residents are Co-Creating Second Life Stats Mix Demographic The average age is 33 - women are 43% who spend 60% of all time inworld Those over 60 years old spend 30% more time in Second Life than 30s. Usage Per day 200 000 unique log-ins each spending and av of 4 hours each 55 percent watch less television since becoming active in Second Life. Global 31% are from the USA, 48% Europe and 21% rest of the world. Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 3 Audience Behaviour ‘real time, simultaneous bband web & TV” Inhabitants are being social not passive Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 3 Audience Behaviour ‘real time, simultaneous bband web & TV” Worldwide Brand Statistics Second Life BigPond Pontiac ABC TV Australia Microsoft Nissan Mercedes-Benz BigPond 13819 IBM Pontiac NetG Training 11447 MTVN ABC Australia 10807 PA Consulting Group Microsoft 7115 Starwood Hotels Showtime (L Word) Nissan 6314 The Weather Channel Mercedes-Benz 6056 NBC Universal Adidas Reebok IBM 4165 Samsung Mazda Figures based on more than Sony Ericsson 5min dwell and proportion of time inworld that day. 14 May Sony BMG Toyota Dell ABN AMRO BMW AOL Reuters 0 3,750 7,500 11,250 15,000 Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY 3 Audience Behaviour ‘real time, simultaneous bband web & TV” World of Brands Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

WELCOME TO MIXED REALITY Thank You - questions later! More info: www.personalizemedia.com Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

TV vs Metaverse - The Mixed Reality Perfect Storm

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