USF ARG seminar Feb 08
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USF ARG seminar Feb 08 Presentation Transcript

  • 1. Alternate Reality Gaming and the uneasy relationship between business and the New Web J.P. Allen University of San Francisco blog.jpedia.org
  • 2. Summary (if you don’t enjoy surprise endings) 1. ARGs are interesting because they: • are large, temporary, task-focused online communities (unlike most...see Preece, 2000; Allen, 2008) • show the power of self-organization and open technology (see Benkler, 2006; von Hippel, 2005) 2. but ARGs are but one small example of the depth and power of the New Web... and its uneasy relationship with business as we know it
  • 3. If this presentation were an Alternate Reality Game...
  • 4. The “rabbit hole” Who is the JP?
  • 5. Initial story and clues
  • 6. Setting up player resources
  • 7. Collective puzzle solving AAPLTCSCOGOOGHPQ ADMIT OUR INTCIBMMSFTORCLVZ SUITOR KNOWLEDGE TECHNOLOGY COMMUNITY
  • 8. Regular story releases (multiple media) Dean Duffington, University of San Andreas Business School Professor Soyrizo, University of San Andreas Business School
  • 9. Conclusion: Story ends with live events and “puppetmasters” revealed
  • 10. The two ARGs that started it all... The Beast - set in A.I. movie world (cloudmakers.org) ilovebees - set in Halo 2 videogame world (dorkclub.com)
  • 11. Self-organization extraordinaire - the cloudmakers’ trail
  • 12. (argn.com) (argn.com)
  • 13. UNSC WAR WITH COVENANT DESTROY !quot;#$%&'%('))&*$% THE ALIEN COLONIES, WILL REACH COVENANT EARTH NOV 9 ADMIRAL, UNSC Herzog +&,$!(#'-$%!(.' /$01(') !quot;#$%&'%('))&*$% !#'2$(.' #%'30345(2&44$1 OFFICE OF NAVAL INTELLIGENCE (ONI) Gladys Wilson Standish #%'30345(2&44$1 Cpt. Greene 0quot;./'%&6$1 )'%7$%(*'7%01$ 1$85&8+(28'-4$1+$ )'%7$%(*0#.0&8(') ,$.$%08 ') 3%'quot;+/.(0%.&)0*.( ,$.$%08 .09&(1%&,$% *%$-(') 03'0%1 SPARTAN I PROGRAM James James (Lee) McKaskill The Artifact ,$.$%08 -&)$ Gilly Apocalypso 10quot;+/.$% (!/'.(1$01 #%$1$*$!!'%(.' 10quot;+/.$%('): Thin Kinkle %$!*quot;$1(35 ;/0-40(<0!$(=> .'%.quot;%$1 1$*05&8+(.&7$% 0..$7#.$1(2&180##&8+(35 #&*2$1(quot;#(35 SPARTAN II PROGRAM Janissary James *%quot;!/('8 #%'30345(2&180##$1(35 quot;Castawayquot;? 4'*0.$1('8 7'8&.'%&8+ Reach Base !'quot;81!(4&2$ (Glassed in Sept) 705(3$ ?@quot;.quot;78?($!*0#$!(.' .$7#40.$ =#0%.08AAB(1$!.%'5! Jersey Morelli )0./$% Jason Morelli Yasmine #*(&!(/'!.(.' HALO 4'!.(!&!.$%(') Durga (AI) -0!('8*$(CD#$%0.'%C(@E()'%:(!$$2&8+(.%quot;./(03'quot;.(*%0!/(') *%'!!F.&7$(4&82(-&./ %''770.$ 7'8&.'%&8+ GHHG(@I %$*%quot;&.$1(35 7'8&.'%&8+ Hiro Kamal Rani 0!!&+8$1(;/0-40(<0!$ 1&1()0,'%!()'% 10.$1 GJJK(@I #0%$8.!(!.&44('8 +&%4)%&$81 Melissa (AI) Coral Colony .%&0+$('8 Aiden Maki Sophie )%'7 (Glassed in Oct) SPDR (process) !/015(1$04(-&./ )'%*$1(1$4$.&'8(') (((.%&$1(.'(1$4$.$ &!(/quot;8.$1(35 &8)4quot;$8*&8+ Mr. F Dana -$37&!.%$!! Pious Flea (TSR) 0quot;8.(.' *quot;%%$8. 4'*2$1(quot;# *'8,$%!&8+(-&./ /'!.(#* *0.(') !&.$('-8$% Farnsworth Aunt Margaret WWW.ILOVEBEES.COM (AI) Sleeping Princess !$*%$.(#0+$ L'!.(&*'8!()%'7(---M6$41708M*'7 Character Context Chart GJFD*.FJK I080(081(L0%+0%$.()%'7(&4',$3$$!M*'7 N$445)&!/O+%$$8 =#0%.08(EE(&*'8()%'7(/04'M3quot;8+&$M'%+ )'%()'%quot;7!Mquot;8)&*.&'8M*'7 P'*2$.(081(Q408$.(&*'8!()%'7(EI(E*'8(R&3%0%5
  • 14. The depth and power of the New Web • The participatory web • The social web • User-generated content • “Web 2.0” • Collective intelligence (rojo.com)
  • 15. The New Web - not your mama’s dot.com internet... Three major changes, 2001 to 2007: • Consolidation of Search: In 2001, people apparently had a really hard time finding stuff. In the top 25 sites, 10 were some form of search engine or portal. With the exception of the MSN, Yahoo and Google, the rest have fallen out of the picture. • Shift toward socialization: The top sites in 2001 were predominately focused on delivering one-way information, whether it be through search, professional produced media, or ecommerce. In 2007, the top 50 are skewed heavily towards social sites, so much so, in fact, that MySpace, Youtube, and Facebook account for a collective 14% of all time spent online. • Increasing entertainment: With broadband speed comes broadband media and games. Pogo.com, runescape.com, and neopets.com all live in the top 25 sites on the web. (compete.com)
  • 16. Largest gains Unique visitors, 9/06-9/07 1. youtube.com 2. flickr.com 3. fling.com 4. wikipedia.org 5. digg.com 6. google.com 7. att.com 8. facebook.com 9. turn.com 10.yahoo.com
  • 17. The New Web as an independent force For “free” Groups, forums, wikis, blogs, For less than $100/year... file/photo/video sharing, FAQs, 1,500 Gb storage opinion/review sharing, social 15 Tb transfer/month networks, auctions, real-time Payment processing collaboration... Targeted ads Full web analytics World-class software for: web server and database content management wikis and forums CRM online education and training ...and tens of thousands more apps (3mpub.com)
  • 18. The New Web Freely available knowledge Knowledge Technology Community Open technology Online community
  • 19. Knowledge What to do with the New Web? Technology Community Ignore it? Advertise to it? React to it? Interact with it? Participate in it? Control it? Use it? Subcontract to it? Compete with it? Destroy it?
  • 20. Reactions to the New Web: the next generation of Alternate Reality Games ARGs as marketing - Audi’s Art of the Heist ARGs as stand-alone business - Perplex City ARGs as point of view - World Without Oil Amateur ARGs - OpAphid ARG for lonelygirl15
  • 21. Summary (in case you got lost along the way) 1. ARGs are interesting because they: • are large, temporary, task-focused online communities (unlike most...see Preece, 2000; Allen, 2008) • show the power of self-organization and open technology (see Benkler, 2006; von Hippel, 2005) 2. but ARGs are but one small example of the depth and power of the New Web... and its uneasy relationship with business as we know it
  • 22. What are my plans? • Knowledge “How Web 2.0 solves the knowledge sharing problem” - IEEE ISTAS conference prosper 450k loans • Community facebook 1% US internet “Online communities that break the rules” digg 1m daily visitors plentyoffish 1.2m users • Technology craigslist 10m new ads/m “Six Web 2.0 capabilities that changed linkedin 25 new u/minute knowledge sharing” argn 420k posts ABA National Institute on CyberLaw, Virtual Reality panel yelp 1m reviews tripadvisor 10m reviews • The New Web wikipedia 8.3m articles New Web mini-case collection wordpress 78k posts/day “Web Renaissance” book proposal
  • 23. What are your plans? I cannot imagine an area of business that will not be touched by the new online world.