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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Jan 172011

Social media is a humbling experience much of the time. For one it is a super fast barometer of many aspects of our digital persona made up partly of a) our online influence, b) what people ‘feel’ about you (sentiment) and c) who we are connected too but more recently with the introduction of Twitter Lists we now have an element of ‘labelling’ aka ‘tagging’. Like most I am not keen on being pigeon holed, filed and rubber stamped as ‘this kind’ of person or someone who only ‘thinks/creates/is involved’ in those things, but I was fascinated this morning in doing what Laurel Papworth did some months ago, looking at how others saw me based only on my Twitter activity.

I have currently been added to 700 lists (which I think is up in the top 10% or so?) –

the key of course is that these lists are created un-prompted by those they follow, they have selected ‘you’ quietly in the background to be a part of a personal filter, carefully structured by users who want a way to distill the vastness of a 140 character universe of noise, that is twitter – making lists for themselves of a few key personal influencers through to hundreds of sharing tweeters across several lists on quite broad topics, the lists themselves followed by thousands.

There were over 6.5 million twitter lists at the start of 2010 so I suspect at least double that for 2011 according to TNW and there are hundreds of tList directories on the web now such as ListAtlas that focuses on the most popular lists such as 22 000 following the @bieberarmy :: justinfollowplease list of 91 fans who “want to be followed” by JB himself or  38 verified world leaders compiled into this list @verified :: World Leaders followed by 15 000 or so. But back to my own little world…I am not sure if the lists below represent ‘who I am’, especially as 75% of my twitter activity is sharing links, but they certainly represent areas I work in and am interested by.

… without further ado – I quickly used TextWrangler to pull out key words and broke the 700 lists (I am on) into smaller ‘categorised’ batches. This serves as a one stop shop for me to dip in and out and decide which lists I will follow and for you to possibly find ones you may find of interest.

What do your lists say about you?


  1. http://twitter.com/tlists/transmedia-995 The most listed Tweeters on 37 lists about Transmedia
  2. http://twitter.com/#!/aliciakan/transmediatweeps Teaching me a little bit more about transmedia, everyday
  3. http://twitter.com/#!/annabelroux/transmedia
  4. http://twitter.com/#!/matthanson/screen-bleed Media theories & futures in a multiplatform world.
  5. http://twitter.com/#!/brand_candy/transmedia-storytelling People interested in transmedia storytelling
  6. http://twitter.com/#!/bulldogmi/isthistransmedia A list of crossmedia, transmedia and storytelling tweets
  7. http://twitter.com/#!/Ch_Larue/transmedia
  8. http://twitter.com/#!/daniele_ferrari/crossmedia-transmedia
  9. http://twitter.com/#!/DilemmaLA/transmedia
  10. http://twitter.com/#!/eceilhan/transmedia
  11. http://twitter.com/#!/FilmThreat/transmedia-artists A self-updating filtered list of people I follow (generated by http://twitter.com/#!/formulists)
  12. http://twitter.com/#!/FLB_AlainThys/media-innovation tweets about media innovation, crossmedia, transmedia and other interesting media developments
  13. http://twitter.com/#!/frank_tentler/transmedia-avangard List of Transmedia and Transmedia Storytelling Avangard on Twitter
  14. http://twitter.com/#!/geoffreylong/transmedia Scholars and practitioners in transmedia.
  15. http://twitter.com/#!/helloflow/worldoftransmedia all people you want to follow on transmedia storytelling!
  16. http://twitter.com/#!/ivanovitch/transmedia People working in, interested in, thinking about Transmedia.
  17. http://twitter.com/#!/jlsimons/transmedia TM
  18. http://twitter.com/#!/KH_enthu_Ziasm/transmedia well, are you transmedia ready ?
  19. http://twitter.com/#!/melaniemcbride/gaming-transmedia-10 Makers, observers, researchers and players of games/transmedia.
  20. http://twitter.com/#!/nouners/transmedia
  21. http://twitter.com/#!/nwangpr/transmedia This list follows those who are exploring new storytelling opportunities for brands and agencies.
  22. http://twitter.com/#!/nyuji/transmedia
  23. http://twitter.com/#!/onceuponaword/transmedia A list of people who regularly tweet smart things on transmedia
  24. http://twitter.com/#!/pascalmory/transmedia
  25. http://twitter.com/#!/paulalexgray/transmedia
  26. http://twitter.com/#!/Pixel8studio/transmedia Stories to be told.
  27. http://twitter.com/#!/pseudonymDK/transmedia Important people to follow to learn more about transmedia
  28. http://twitter.com/#!/Sarn/transmedia-2
  29. http://twitter.com/#!/tactica/transmedia
  30. http://twitter.com/#!/TedHope/transmedia
  31. http://twitter.com/#!/WebVideoMedia/transmedia-storytelling
  32. http://twitter.com/#!/nativeshell/trans-incidental Transmedia news and peeps


  1. http://twitter.com/#!/thatgreg/new-media-2 People actively changing the way media is created and ultimately consumed.
  2. http://twitter.com/#!/chicklitgurrl/new-media-9
  3. http://twitter.com/#!/ftiwa/new-media
  4. http://twitter.com/#!/iamlowetion/new-media
  5. http://twitter.com/#!/Morgan_Flood/new-media
  6. http://twitter.com/#!/pascalroeyen/new-media
  7. http://twitter.com/#!/RichGarner/new-media


  1. http://twitter.com/#!/AaronMarshall/augmented-reality Cool folks tweeting interesting things about Augmented Reality.
  2. http://twitter.com/#!/ayaLAN/augmented-reality
  3. http://twitter.com/#!/Balubab/augmented-reality Augmented Reality universe
  4. http://twitter.com/#!/bobbyverlaan/augmented-reality
  5. http://twitter.com/#!/BrianSe7en/augmented-reality
  6. http://twitter.com/#!/chrisgrayson/augmented-reality-peeps People & Companies involved in Augmented Reality, as well as AR Blogs
  7. http://twitter.com/#!/claudiochea/augmented-reality-ar
  8. http://twitter.com/#!/fbeeper/augmented-reality
  9. http://twitter.com/#!/Franck_Briand/augmented-reality
  10. http://twitter.com/#!/jamesalliban/augmented-reality
  11. http://twitter.com/#!/renatefischer/ar
  12. http://twitter.com/#!/konterkariert/augmented-reality
  13. http://twitter.com/#!/mikeyjhay/augmented-reality
  14. http://twitter.com/#!/RWW/augmented-reality
  15. http://twitter.com/#!/eduardovalencia/augmentedreality
  16. http://twitter.com/#!/tomyun/ar
  17. http://twitter.com/#!/GaryPHayes/alternate-augmented
  18. http://twitter.com/#!/siyann/immersive virtual worlds, augmented reality, immersive experiences
  19. http://twitter.com/#!/dromescu/ar Augmented Reality
  20. http://twitter.com/#!/jlapoutre/mobile-ar Mobile Augmented Reality


  1. http://twitter.com/#!/_Antonella_/ar-thoughtleaders
  2. http://twitter.com/#!/9dimension/brightside bright ppl
  3. http://twitter.com/#!/owlark/interesting-people-a1 Great people: listed or interested
  4. http://twitter.com/#!/InShot/thought-leadership James Grant Hay’s Thinking Out Aloud
  5. http://twitter.com/#!/7seashell/interesting-people
  6. http://twitter.com/#!/torridluna/minds
  7. http://twitter.com/#!/BlessTheTeacher/interesting-people
  8. http://twitter.com/#!/CelticWitch99/no-idea-but-interesting
  9. http://twitter.com/#!/holla_tweet/interesting-ppl
  10. http://twitter.com/#!/LMurphy140/from-far-far-away non local interesting
  11. http://twitter.com/#!/ManuCedat/interesting-people
  12. http://twitter.com/#!/Marcey_H/interesting-people
  13. http://twitter.com/#!/MikeFreyParadux/bloggers Bloggers! Check these wonderful blogs by interesting tweeps.
  14. http://twitter.com/#!/OwenKelly/people a miscellaneous assortment of interesting people
  15. http://twitter.com/#!/paolonieddu/insight-and-cool-shit Links to interesting stuff
  16. http://twitter.com/#!/robbnotes/interesting
  17. http://twitter.com/#!/sonjagottschalk/interesting
  18. http://twitter.com/#!/WayneNH/interesting-watch

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Nov 122009

Will the integration of Social Media into TV give the tottering Broadcast giant a well needed injection in the arm, or is it another doomed hybrid?


Sky Social TV on XBox Platform

This pretty detailed post below looks at twenty or so of the best offerings that glue TV and Social Media together – whether its live chat on the TV screen or playing a game on your laptop/mobile/games console in sync with the TV show here are most of the already existing services in this space. We have seen two key audience behaviours happen in the past 3-4 years that change the status quo – TV on one screen, social media on the other.

UPDATE: The Guardian UK did an follow-up interview with me in reference  to this post. The article by Mercedes Bunz is called The X Factor marks the start of TV becoming social – “Emerging media producer Gary Hayes discusses the Twitter buzz around shows such as The X Factor and its implications for TV’s future”

Firstly the increased use of social media real time, communication tools (such as Twitter, SMS and Skype IM etc) means there is now a growing roar off in the distance. The viewer back channel, real time social chatter, “did you just see that”, “I don’t agree with what he just said” and most worrying for broadcasters “I’m not going to watch this again. Agree?”.

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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:

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