This document discusses building pervasive entertainment platforms and transmedia storytelling. It introduces Conducttr, a transmedia production tool that allows for personalized, cross-platform experiences without coding. Conducttr manages content, control layers, and audiences. It can broadcast messages and personalize experiences based on individual or group variables. Examples discussed include an alien encounter game and the transmedia story "Lowlifes." Metrics are provided for "Lowlifes" that show a correlation between social media activity and sales. The document advocates empowering audience advocates and discusses balancing narrative vs participation across different storyworlds.

1. Future Storyworlds: Building a
Pervasive Entertainment Platform
ARGFest 2012
Toronto 27th Jul 2012
Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd
@robpratten

2. Robert Pratten
CEO & Founder, Transmedia Storyteller Ltd

3. Transmedia Storyteller Ltd
“be remarkable”

4. transmedia production tool to deliver personalized, cross-
platform experiences that drive conversation and
engagement. It's cheaper, faster, scalable & manageable
and there's no coding.

5. Transmedia storytelling
Narrative Gaming Rewards
Levels
Collaboration
Competition
Characters
Plot
Events
Things Social
Networking Participation,
Conversation

6. Future Storyworlds

7. “the active creation of belief”
“suspend disbelief”
Henry Jenkins appropriated

8. Alternate Alternative Reality Game

9. Code Runner

10. Consumer Recreation Services

11. X10 home automation

12. Perceptive Media (BBC R&D)

13. Domino

14. In Real Life Shooter

15. Patient 0

16. Patient 0
http://www.pozible.com
http://irlshooter.com/

17. Alternate Reality Game

18. Alternate Reality Game

19. Conducttr – Under the Hood
Conducttr: Pervasive Entertainment Platform
Broadcast & reply emails, Tweets, SMS
Content Layer Publish blog posts, videos, images,
Facebook updates
Events – when “stuff” should happen
Control Layer Actions – personalization of experience
Real World Audience

20. Under The Hood - Audience
Audience
Audience is viewed as:
• individual (just you)
• community (everyone)
Individual Community • group (segments of everyone)
Individual Everyone Groups

21. Audience variables
Email
Contact Details Twitter
Mobile
Language? Community-level
Groups Level? personalization
Trait?
Health?
Individual –level
Custom Fields Stamina? personalization
Power
NB: Custom Fields also available for other entities such as
Characters and Touchpoints

22. Lowlifes 2.0

23. Alien encounter readiness (SMS)
(575) 208 5005
TEST your readiness for alien encounters!
Reply TEST to answer two questions that will
reveal more about yourself than you knew!
– Q1: You suffer an alien abduction but are returned
to Earth. What do you do? Reply keep SECRET or
GO PUBLIC
– Q2: You find yourself impregnated with an an alien
child. What do you do? Reply give BIRTH or KILL it.

24. Results create personalize
experience
SECRET PUBLIC
You are a PERFECT HOST for alien You are an EXHIBITIONIST who
BIRTH explorers. Your willingness to seeks celebrity in two solar
keep an alien lovechild and tell systems. We are wary of you but
nobody has been noted and will we may use you if it suits our
be rewarded. cause.
You are an EARTH WARRIOR -
KILL You are a SILENT RECLUSE. You
ready to make a stand against
crave alien attention but are
alien invasion and exploration.
afraid to show your affection.
You are not to be trusted.

25. Engagement
Goal: delight each individual with personalized, surprising, evolving content
Conducttr Audience
call to action
Content Layer call to action
Individual Community
action
Control Layer
Real World
community action
personalization
community-driven
story evolution

26. Welcome to our Worlds

27. Invite the world into your World
Trailer or Website
Description
Date & time information
The platforms the World lives on

28. Connected experience
Your Story/Experience
Native cross-platform experience written
without code to run from the cloud on social
networks (and on other sites such as tablet
apps, social games, consoles, forums etc. via
Conducttr API with coding)
Audience

29. XP Progress & Achievements
,

31. Metrics
• Marketing budget = $0
• Production budget = $500
• Total Net Kindle Revenue (2011) = $1748
• Total shipments on Kindle Jan 1st to Dec 31st 2011 =
972 (retail price at Amazon.com $2.94)
• Number of people connecting to Lauren Ortega on
email = 83 = 9% of total sales
• Video views of Episode 1 (Jan 1st to Dec 31st 2011)
= 4727

32. Sales vs Social Media (Lowlifes)
Nb: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also
included email, Twitter, Facebook etc.

33. Sales vs Social Media (Lowlifes)
Tipping point

34. Empower advocates

35. “Big on Facebook/Twitter/LinkedIn”

37. Work in
Progress…

38. Story Real-world
(strength, depth & authorial (pervasive, built around fact)
control)
Co-creation Gaming
(contribute, change, co-create) (goals, puzzles, challenges, trophies)
Story = importance of narrative, depth of world & degree of authorial control
Real-world = extent to which story-experience pervades real locations & times, real people & events
Participation = ability of audience to change or contribute to the story-experience
Gaming = audience has goal, use of puzzles, game mechanics (trophies, levels, leader boards etc.)

39. Mask of the Red Death Story Real-world
Online
Co-creation Gaming
Web series
Psychophol experience
Wastelander experience
Real World
Feature film
Tarot Cards
Event: Festival Screening
Mobile app
DVD release

40. Audience participation opportunities
FEEL
Companion Actor
Moral dilemmas, Role-play,
meaningful choices provide building blocks
Outsider Observer
Reflection, consideration Exploring, discovering
THINK
DO
What will the audience do? How will they be engaged?

41. Participation for MskRD
FEEL
Companion Actor
Psychophol Wastelander Tarot
experience experience Cards
Outsider Observer
Web Series
THINK
DO

42. The 22ers

43. Tarot cards for MskRD

44. Mask of the
Red Death
www.psychophol.com

45. Transmedia Storyteller Ltd
http://tstoryteller.com
USA: +1 415 287 4150
Europe: +44 207 193 4567