Jul 022011

I presented at the end of the inaugural GameTech conference last week before a panel looking beyond console, revenue streams & individual game formats and looking at games breaking out into real space and becoming 24/7 – my talk was entitled

“Pervasive Entertainment – Games, Film, Physical, Print & TV merged with social networks”.

“Pervasive entertainment – entertainment that is 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?” G Hayes

It was great to see industry heads gathered at the beginning of the conference such as this State of Industry panel twitpic I took featuring the Australasian heads of Ubisoft, EAGames, Sony and Microsoft.

Panel photolp, Ubisoft, EAGames, Sony, Microsoft heads at Gam... on Twitpic

As well as a government endorsement introduction from Brendan O’Connor, the Australian Minister for Home Affairs & Digital Culture who talked briefly about games as portable, ubiquitous & networked – yay!  He also talked about the R rating for Australia on the way which is a big relief for games distributors!

But my talk later was a broad brushstrokes whirlwind tour at the exiting period we are entering where the promise of ‘technology based’ pervasive entertainment for the last decade or two is getting very close. Another perfect storm as locative play intersperses with augmented reality, where socially produced media becomes embedded into real time broadcast networks and where game is truly dispersed across multiple platforms.

Here is the basic structure of the prez:

  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

The presentation is embedded below but before I launched into the definitions & case studies I asked the game industry audience –

“Who is the games industry? As all aspects of our lives become ‘gamified’ 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

It was too late in the conference for this to be tackled or even mean anything to those locked into AAA console title production line or part of an incumbent traditional media machine. Earlier in the conference there was a sense that if the game is not commoditized (delivered in a nice box on the shelf of the local games store) then it is outside the industry boundaries and therefore let those companies involved in more distributed, transmedia games fight over the scraps. Full slide show follows

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Sep 222009

I have been lucky to know Jim Shomos for nearly five years over here in Oz. The first time I met him I was actually mentoring him at a two day networking event in Melbourne and he had a new project called ‘Forget the Rules‘. Like most ‘pushing-the-envelope’ project discussions at these emergent media development labs around the world, they tend towards a list of ‘feature wish lists, bells and whistles’ that are unlikely to see the light of day – not because they are particularly blue sky but more about the time, effort and funding required to get perceived ‘unknowns’ off the ground. So I was delighted to see Jim and his colleague Paul Baiguerra persevere  during 2004/5 and create this first, notable innovative production.

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Feb 032009

rocketoncomedyIf RocketOn grows at its current rate it may be the follow-up to Twitter as a real time, web 3.0, animated avatar, 2D web integrated social application.

It will of course need much more sophisticated friend and group management and the following/followers paradigm would work wonders here. But no doubt the company have lots on the boil along these lines?

I have written for the past year or so about those half-way house virtual worlds, avatars that exist as a layer above the traditional, flat 2D web in posts here and here.

Leader of the pack of these ‘parallel’ virtual worlds (I still prefer layered btw!) by some way is San Francisco based RocketOn which now has 114 000 unique active users of the service that primarily operates as a browser plug-in. CEO Steve Hoffman has told me of some key developments that will lift the service firmly out of beta. First and foremost are six major new partners that will expose RocketOn to more than 2 million potential users.

RocketOn Launches Beta with Comedy.com, Hypster, Online Flash Games, Hotspot, faceDub and Boosh Magazine. Parallel Virtual World Platform Goes Live – “Imagine what it would be like if you could join a virtual world on your favorite site and interact with everyone on that site,” says Steven Hoffman, CEO of RocketOn. “And what if you could also take your same avatar to any other website and meet people there?” The result is a parallel virtual world that spans the entire Internet, where users rocket through cyberspace with their avatars and interact with virtual environments on any site they choose.

rocketontrafficdemoHaving used RocketOn for some time on and off it reminds me of the web equivalent of the flash-mob – adhoc social gathering where you share brief experiences with others, ‘above’ web content, sometimes very compelling. It is fascinating too that there is a strong female demographic (67% in the US) suggesting parallel worlds being seen as (and used) as social vs ‘gamey’ space. More interesting in the stats is the high proportion of 12-34 year olds – often the ages where usage of social virtual worlds tends to dip. So RocketOn is definitely feeding on the traditional Facebook and MySpace network.

So the real time social element is best suited to comedy music, video and casual games where a live, real time’ness is key. Being able to call your friends together for activity and discussion around primary content in this way perhaps turns the back-channel (as in textual chatter) into the front-channel (where physicality comes into play). There is something about synchronous fun (and learning, there is a killer app hidden here for remote learning folks) over full screen video too – so RocketOn over full screen web video starts to remind me where IPTV was meant to be heading back in 2004! Participatory TV via the web back door anyone?

Here is the official press release that is going out today Feb 3rd

rocketonhypsterParallel Virtual World Goes Live

SAN FRANCISCO, CA — February 2009 — RocketOn, Inc., a venture-funded startup located in South San Francisco, is rolling out its virtual world platform by embedding virtual worlds on partner sites. RocketOn’s partners range from comedy, music and game sites to community networking sites and college magazines.

“Our goal”, says Bryan Suchenski, partner manager, “is to build social interaction and community on our partners’ websites, thereby weaving a virtual environment into the very fabric of the Web.”

RocketOn has built a platform for easily embedding virtual worlds into partner sites, allowing their users to interact in real-time with one another. Every partner site is part of the overall community, and with the click of a button, users can take their avatars anywhere they like on the site.

“Imagine what it would be like if you could join a virtual world on your favorite site and interact with everyone on that site,” says Steven Hoffman, CEO of RocketOn. “And what if you could also take your same avatar to any other website and meet people there?”

The result is a parallel virtual world that spans the entire Internet, where users rocket through cyberspace with their avatars and interact with virtual environments on any site they choose.

“What caught our attention about RocketOn is the potential for a new type of real-time social interaction on our site,” says Cahit Onur, CEO of Online Flash Games. “We felt this would help build customer loyalty and extend our brand into the virtual world space. We’re happy to be working with RocketOn and are open minded about new projects and ideas.”

RocketOn is announcing six partners now, with more to come in the near future.


Comedy.com is one of the Web’s leading comedy sites. It combines the best collaborative filtering tools along with exclusive, original-themed content, best-of-the-best lists, and timely topical material. www.comedy.com
Hypster is a music discovery site, offering Facebook, MySpace and Friendster users a personalized music player and playlists. www.hypster.com
Online Flash Games is a popular Flash games community. www.onlineflashgames.org
HotSpot is a community networking site to meet new friends, where users can store or share photos, create blogs, and share interests. www.98spot.com
faceDub develops fun and easy software that allows users to insert their faces into any scenario.
Boosh Magazine is the newest name in college entertainment. Boosh puts a unique twist on the whole ‘college magazine’ market and comes direct from a network of student columnists across the country. www.booshmagazine.com


RocketOn is a venture-funded startup that is pioneering parallel virtual worlds. Its management team has worked at top game publishers, including Sega Sammy (SGAMY) and Electronic Arts (ERTS).

If you’d like more information, please contact:

Jan 112009
Life III Box

Life III Box

So been having a nice break here in Bondi, doing all sorts of cool commercial and/or creative non-LAMP projects plus playing some great new games (Fallout 3, Mirror’s Edge, Elder Scrolls/Oblivion etc:) mostly on the PS3 and PC/Mac. Hunting around the non-mall games stores in Bondi Junction I came across a dusty old cross-platform game called Life III: Escape from Reality in the $10 bargain bin. The system specs said it runs on all platforms, consoles & even has some locative real world elements, but is ideally meant to be played as a 24/7 casual game – which struck me as a bit of an oxymoron 🙂

OK so I got stuck into this old game and it became apparent that it had a very intricate and sophisticated engine and was in fact the most detailed MMRWRPG (tm!) (massively multiplayer real world role playing game) I have ever seen. So for those who haven’t played this cool game, what follows is a run down of the game play, various quests/levels and the rewards at various stages.


Gary Hazlitt Level 1-8

Gary Hazlitt Level 1-7

After you log in and give yourself a name and password (that you will of course forget at the next login) you appear in an upper bedroom of a typical suburban house. You have the choice of gender but whatever I choose it still gave me ‘male’ – the first major bug I spotted. At the start of the game you are supposed to receive clear game instructions, but much of what was said was pretty indecipherable across these early level orientation/control levels. A good point, I was surprised from the outset at the quality of the graphics for such an old game – but don’t want to focus too much on that!

Basically what happens at the start is two mentor characters (a man and woman) follow you around and tell you the way the game works. They chastise you if you make mistakes (or what ‘they’ think a mistake is) and encourage you if you do what they consider beneficial to your progression through levels 1-8. There are some funny moments too here as the controls don’t seem to really do what they are supposed too and you end up crashing into walls, speaking at inappropriate moments or dropping items that you need for good health and karma.

Most disconcerting is that you often find yourself randomly projectile poo or vomit which causes you to drop 1 or 2 levels – pretty bad game design here as there doesn’t seem to be a real reason for this. A final point about this level is that there is no obvious button to quit that game, so you have to grind on.


Gary Hazlit Levels 8-13

Gary Hazlitt Levels 8-13

The game box had no manual (beyond the simple how to start leaflet) so as you progress into more complex areas of the game you are really in a fail forward mode (although I did find a few hints using Google ‘game cheat sites’ and Self-Help section in Borders).

There is a little too much emphasis on giving out information (across levels 8-18) with the Non Player Character ( NPC) ‘info’ bots endlessly delivering in chat (or text items for inventory) historical background, do’s and dont’s and communication and number skills. This was particularly boring especially as the two mentors from earlier levels appear every now and then and keep pushing you into these information areas. Only very occasionally the NPC info hubs inspire you with poetry or music – but most mentors said that wasn’t much use in the game, so you can ignore those bots.

I actually found through these levels I was constantly trying to cheat, choosing the break things options, putting them back together or fiddling with my avatar to make it more attractive. This was useful because as soon as you hit level 14 the online MMRWRPG features kick in and you become aware of other players in the 2-3 environments you are hanging around.


Gary Hazlitt Levels 13-18

Gary Hazlitt Levels 13-18

After a few years playing these levels you realise that the mentors have mostly been mis-leading you and you start to only trust other players who are around the same level as you – and so you join guilds and clubs with your new found friends. There becomes a kind of comaraderie as you try to level up together and this leads you off on some cool adventures, exploring nearby buildings, parks, towns and even self-guided trips to the city or guild trips to countries. The game HUD (Heads up display) here is useful as you monitor your various status’s as you play:

  1. The levels of attractiveness to opposite sex
  2. Coolness quotient from your peers/friends
  3. Amount of risk taken
  4. Body Odor (best to keep this low)
  5. Stimulant balance (you have to take as much as possible without going into the red)

One thing I noticed about some of the other players who had been through their tutorial in small country towns and outback areas and as their connection (& transport system) was quite laggy, they were unable to do any of the more sophisticated quests other players were doing. I was surprised this bug made it through q&a as it really needed to be fixed.

Also at this point in the game I found most players had already teamed up in guilds but the players that didn’t were mostly trapped with the information bots who had convinced them to do more text based quests, and they were almost playing a different game at this point (should have really been an expansion pack).


Gary Hazlitt Levels 18-20

Gary Hazlitt Levels 18-20

Although the game had its interesting moments, I was still not clear of the goals and at these levels many players found that taking some of the pills and potions lying around on sleeping fellow guild members made everything a little more fantastical and fun – but after a while that didn’t really help with the game goals either. As you level up to 20 things really started to change. Suddenly you are teleported to a unknown city location, wandering streets and without mentors or friends you really start to create the micro game rules yourself (within certain limits set by the community now).

I expect the game designers were not quite sure on the transition here and thought it best to consider anything up to level 20 as training – but I found the earlier levels come across as pretty heavy game play – especially the dating scenarios where you have to constantly deal with other psychotic players of the opposite sex who just don’t want to help you achieve the ‘getting-it-on’ challenge.

But being dropped into what is essentially a different game altogether with new rules and without the ability to save should have been thought through a little more.


Gary Hazlitt Levels 21-35

Gary Hazlitt Levels 21-35

Now this middle part of the game is kind of grindy. Long boring sections where all you seem to be doing is accruing ‘credits’. The game has an economy, and unless you’re one of the players that managed somehow to hack in credits from previous older family players, you really had to struggle to build up enough ‘credits’ to level up particularly quickly or just buy cool things for your inventory. The addition of an online leaderboard certainly helped motivate you as did the many NPC quest givers that you met at parties, subways, taxis, buses etc:

The most powerful quest giver and one that often gave you red herring challenges to accrue credits quickly was the inworld ‘media boards’. These were large TV-style screens placed at seemingly endless locations that showed you how well other players were doing and suggested how you could try some of their quests – which seemed to be focused on how skinny the avatar can be, the best personal transport units or how many players were ‘following’ you (called the ‘fame status’).

The only route that seemed to pay off in this game though was the ‘work’ quest. This involved rather tiresome, mundane activities (reading messages from people, sending messages back, walking around office floors and generally trying to be nice to everyone you met). As soon as you tried to do something adventurous or break the now, quite rigid game rules here your credits fell and you found yourself dropping back between 5 and 10 levels to begin it all over again. The key skill here it seemed was to be friendly and helpful to other players and regardless of any other skills you may have, your credit balance would slowly but surely accrue. One player (who had played this game a few times) told me that having a variety of skills really helps at the higher levels so I spent my non-grind time, building up skill levels in other areas. Some players though were just spending their credits on fast cars, bling and fancy clothes for their inventory and a game place to put all this stuff.


Gary Hazlitt Levels 35-40

Gary Hazlitt Levels 35-40

At level 35 there is a global quest given to all players, and this comes as a bit of a shock – “make a version/clone of you for future challenges”. This had to be taken on, all players at whatever credit or skill level you were at. It seemed you had to find a player of the opposite sex and form a small guild with the sole intention of creating a faction. The small creatures that you make together have similar skill and health traits to you and you have to train them for a particular role – to help you in later quests.

It suddenly becomes obvious that you are now one of the mentors from an earlier level and this is pretty good games design, getting you a lot more deeply involved in the game play. Several players for whatever reason do not complete this challenge, even though they attempt the ‘making’ bit a few times.

But unless you have enough credits, a place to grow the small creatures and a strong ‘credit’ flow in, you cannot complete this. Even so it didn’t seem to affect my game status much as I was a member of several in-game guilds with a variety of interesting quests. But the game writers could have been much clearer in how important or not this particular game quest was.


Gary Hazlitt Levels 40-50

Gary Hazlitt Levels 40-50

OK the game had been pretty stable and bug free up to this point. But as soon as I levelled to 40 some strange things started to happen. Firstly my avatar became pretty distorted (it grew fatter). Regardless of what activities I was doing or how much energy I absorbed, my character just got larger and larger, and slower. Another thing which must have been a serious bug with the questing engine, as many of the new quests were ones I had missed at earlier levels (they seemed pretty boring at the time). Most of these news ones were about teleporting to some distant land and not really doing any game play at all? What’s the point of playing a game if there is no goal? Others involved hanging around chatting with friends and creating new guilds. These had to be comprised of players at the same level as you but even more challenging, with similar status’s – and often those who completed the ‘cloning’ challenge would not be able to team up with those that didn’t.

Other challenges involved tweaking your avatar to convince others around you that you were a level 20-30. This proved harder than it seemed as fiddling with the shape of your nose or the size of your breasts cost a lot of credits with little reward – as after repeating this quest a number of times the avatar would start to fall apart. The game programmers must have had a ball creating this quest.

A key problem through these levels though was the fact that as at the start of the game the controls occasionally didn’t do what you told them and in some social situations rather embarrasing body noises were emitted, or on one occasion I completely lost it in a driving quest at the local shopping mall car park, crashing into several other players. Although these were kind of fun in retrospect, they seemed a quite frustrating at the time.


Gary Hazlitt Levels 50-85

Gary Hazlitt Levels 50-85

Getting through levels 40-50 was very frustrating and lots of earlier game elements started to come into play. The final higher levels involved less adventure and more about tidying your inventory, looking back at machinima re-runs of some of your earlier quests and contacting old guild members to sit and chat in team-speak about those earlier quests. Around level 55 things start to get a bit weird again. The control mechanism all but breaks down and you almost become a noob again as your character starts to emit body waste missiles at various players from several orifices. It is kind of funny at times and others just downright messy. This all changes as you approach level 70 and the game world becomes more and more fantastical.

What you thought was a pretty static city or home environment suddenly becomes ‘elastic’. By that I mean the graphics become almost translucent and everything you see is earlier game elements and lots of glowing light. This makes the rather simple challenges at these higher levels much harder – trying to walk to the shops in a glowing pink hurricane of childhood memories is pretty hard, but you get used to it. As you level up to 70 the final quest is a simple task of ‘letting go’. It wasn’t clear in the game cheats on the web what this was, but it kind of meant, you did nothing for a while and you levelled automatically. A nice touch I thought. So the final element of the game was the game graphics/world dissolving into white and rainbow coloured lights…great music here too btw!


I forgot to mention that when I was at the store they gave me another box for free the Life III expansion pack called “AfterLife III”. – no one had apparently bought this extension to the game as it got bad reviews from religious groups. I told the store I probably wouldn’t get that far, but here I was anyhow. I installed it and low and behold it gave me an extra 15 levels. Now much of this was the same as 50-70, kind of spiritual quests, asking questions about what kind of character you were, analysing the way you did things, how it could be improved and all that stuff. But the interesting thing was at level 84, as you travelled around this ‘celestial’ environment (with wonderful particle effects) you kept getting flashes of another bedroom in suburbia. Yes, incredibly as you hit level 85 you became a noob again, you began the game again, with two different mentors hovering over you. I didn’t really have time to play the whole thing again, and I managed to find the quit option at this point. I did save it for another time though.

I am not sure what happened to the company that created this game, I suspect they fell out of favour with most Life I and II players who found the whole thing rather grindy, difficult and certainly were unable to commit more than 70 or 80 years to it – given there are plenty other games to play which are far more exciting and have much more interesting rewards.

Postscript: SilkCharm just read this and in-between fits of violent giggles pointed me to a cool book (that I haven’t read) called God Game byAndrew M. Greeley Some similarities?

Also if there are any parts of the game I may have missed or have cheats for please comment below! If you have played this game and you want to write a review I will add it to the bottom of the post – please include your player character name so we can hook up in game 🙂 !

Finally, finally – an obvious prototype for the immersive version above discovered on YouTube 🙂 – I can see why they left out the ‘revenge’ bit !