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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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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


                                                                                              Cathy's 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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011
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.com
Wednesday, 22 June 2011

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

  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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 Cathy's 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011
  • 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.com Wednesday, 22 June 2011