A presentation from June 07 given to AMP covering topics including Virtual Worlds Survival Guide, Laboratory for Advanced Media Production, Trans-reality and Business in Second Life
Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Collaborative Virtual Worlds & LAMP
1. Collaborative Virtual Worlds Survival Guide - AMP Jun07
COLLABORATIVE
VIRTUAL WORLDS
A Survival Guide
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
2. Collaborative Virtual Worlds Survival Guide - AMP Jun07
About me:
BBC 8 years,
iProducer USA
Project Factory & LAMP
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
3. Collaborative Virtual Worlds Survival Guide - AMP Jun07
“My Talk This Morning”
Definition: A Metaverse of Change
Second Life: Research and Evolution
A live workshop: 6 & 1
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
4. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Definition: Metaverse of Change
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
5. x
Collaborative Virtual Worlds Survival Guide - AMP Jun07
What is Mixed Reality?
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
6. Collaborative Virtual Worlds Survival Guide - AMP Jun07
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, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
7. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
8. Collaborative Virtual Worlds Survival Guide - AMP Jun07
THE ‘MIXED REALITY’ PERFECT STORM
3 User Behaviour
4 Ubiquitous Broadband ‘real time, simultaneous
‘everyone is always on’ bband web & TV”
1 Online Education
foundations set
2 Virtual Worlds (customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
9. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(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, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
10. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
11. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Mattel Launches Barbie Girls quot;the first global online virtual world exclusively for girlsquot;.
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
12. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
13. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
14. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
15. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
16. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
17. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
18. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
19. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 Virtual Worlds
(customisable)
‘exponential growth
and external integration’
Roll Your Own Virtual Worlds
Multiverse
Croquet
Project Outback
there.com
a host of edus developing their own metaverses
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
20. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Second Life
A little about what it is
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
21. Collaborative Virtual Worlds Survival Guide - AMP Jun07
We live to learn - second life stats
The average age is 33. Women constitute around 43% of the total.
Of the total time spent by all participants, females account for 60%.
Concurrent users 49 000 peak, 240 000 unique per day, av. time 4 hrs
Those over 60 years old spend 40% more time in Second Life than 30s.
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
22. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
23. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
24. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
25. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
26. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
27. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
28. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
29. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
30. Collaborative Virtual Worlds Survival Guide - AMP Jun07
I Live to Co-Create
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
31. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Inhabitants are being social not passive
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
32. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
33. Collaborative Virtual Worlds Survival Guide - AMP Jun07
BUSINESS IN
SECOND LIFE
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
34. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
35. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
36. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
37. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
38. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Second Life Traffic Quotient
Figures based on more than 5min dwell and percentage of time inworld in that space . Thurs 26 Apr
1. BigPond - 43159
2. Pontiac - 15455
3. ABC TV Australia - 12568
4. Nissan - 8706
5. IBM - 8294
6 STA Travel - 4168
7. Weather Channel 2582
8. Mercedes-Benz - 2577
9. Samsung - 1715
10. Toyota - 1670
11. Mazda - 1594
12. Dell - 1248
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
39. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Show me the Money
66% believe that the presence of RL brands has a positive impact on SL.
45% of respondents even want more brands.
Top brands between 40-50 thousand unique visitors per quarter.
Spending anything between 15 minutes and 6 hours per visit to your brand!
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
40. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Design your product
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
41. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
42. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
43. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
44. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
45. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
46. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
47. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
48. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Play with Me, Don’t sell Me
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
49. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Advertising or their choice?
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
50. Collaborative Virtual Worlds Survival Guide - AMP Jun07
LAMP: Innovation Pedagogy
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
51. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Cross-Media Format Innovation
The need for hothouses to grow people
who grow projects
A little and a lot about LAMP
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
52. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Laboratory for Advanced Media Production
Incubating innovative digital cross platform projects - mobile,
broadband PC/TV, IPTV, PVR, MUVEs and beyond
Stages:
1. Orientation Workshops
2. Rapid Prototyping Residential Labs
3. Development and Testing
4. Deployment
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
53. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
54. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
55. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
56. Collaborative Virtual Worlds Survival Guide - AMP Jun07
How do we create compelling cross platform media?
Seeing is believing
Think outside the box
Build communities
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
57. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
58. Collaborative Virtual Worlds Survival Guide - AMP Jun07
quot;It was a totally immersive and focused, overwhelming experience - nothing like I've experienced beforequot;
quot;This has definitely been one of the best experiences of my life. Thankyou!quot;
quot;LAMP helped solidify confidence in the concept and creating a truly viable cross media platform.quot;
quot;Well structured, highly relevant information, carefully structured word flow, excellent tutelage, nurturing, humane and
humorous.quot;
quot;We invented our project and were supported by people who were generous and helpful, people who we wouldnt normally
have access to.quot;
quot;We developed an idea from scratch, expanded it from POV of a user (not the film maker) which was excellent.quot;
quot;Very professionally and thoughtfully structured, clearly the result of experience - worked very well.quot;
quot;Very busy and intense but very useful.quot;
quot;This workshop managed to elicit maximum product output and intelligent project implementation with a minimum of fuss.quot;
quot;What a privilege! All participants were challenged to reach for and achieve far reaching goals but were also totally supported
in the endeavour by a united team of razor sharp professionals. quot;
quot;This was a highly productive, intensive session whereby all outside distractions were eliminated letting us focus solely on
the job.quot;
quot;There was enormous value with mentor input, creative support from other participants and developers and insight from
industry. quot;
quot;Superb, empathetic, committed facilitators enacted a disciplined, purposeful approach towards clear creative outcomesquot;
quot;Seamlessquot;
quot;Perfect. Seriously its a great balance of challenges and support. A full process that ties in wellquot;
quot;Our guardian mentor was crucial, providing not only support but also challenges, nurturing and encouragementquot;
quot;The mentor presentations excellent, technical support brilliant, pace was exhausting but productivequot;
quot;LAMP gave our project a deep focus and contextual awareness that made the idea much richerquot;
quot;LAMP gave me clarification, I found a vocabulary and a voicequot;
quot;Its a boot camp that canon-balls the development of an idea with great speed. quot;
quot;Intensely challenging, Incredibly professional, Invigorating and fun. I feel cared for and respected.quot;
quot;Intense dialogue helped us understand what each partner values and wants to achieve then how to communicate our
interest to the outside worldquot;
quot;I was transformed and uplifted with new confidence, a new sense of possibility. Now I get to go and make new rules in an
exciting frontier.quot;
quot;Flawlessquot;
quot;Extremely intense, highly thought provoking and challengingquot;
quot;Amazing luxury to have so many diverse mentors. Well paced, well moderated , well supported.quot;
quot;Access to such varied input from many different perspectives forced us to evaluate what was the really important feature,
core of the project and what was right for itquot;
quot;A rollercoaster ride of information - an intensive hothouse experiencequot;
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
59. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential 1 - Victor Harbour, South Australia
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
60. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
61. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
62. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
63. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
64. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Experience Design
Role of media producers to create compelling immersive
entertainment experiences for global audiences
Producer as aggregator of content/curator - creating the
conditions to activate audiences
Democratisation of the media
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
65. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
66. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential 2 - ABC Lab, Sydney
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
67. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential 3 - Perth, Western Australia
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
68. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential IV - Milson Island, NSW
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
69. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential 5 - Freycinet, Tasmania
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
70. Collaborative Virtual Worlds Survival Guide - AMP Jun07
2 years, 46 compelling Australian Cross-Media, Audience Centric Projects
LAMP Residential 6: Story of the Future (with OzCo) - Freycinet, Tasmania
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
71. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
72. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com
73. Collaborative Virtual Worlds Survival Guide - AMP Jun07
Thank You - questions!
before break and workshop
More info: www.personalizemedia.com
Gary Hayes, Head of MUVE, The Project Factory & Director LAMP @ AFTRS.
gary@theprojectfactory.com blog www.personalizemedia.com