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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Apr 082010

What happens when the content cloud descends? Rocket science or people science?

Here is a really simple metaphor to illustrate the pervasiveness and societal significance of Augmented Reality. For the past 20 years humanity has been ‘floating’ its content (its personas, its information, life data, economy and social media) creating a distant, electronic cloud drifting, conceptually, way up above us. A cloud that is only reachable when we area able to connect to it via a variety of fixed and mobile ‘information’ screens, themselves connected to a veritable wormhole aka the global internet. (In reality hundreds of thousands of servers murmuring around the world with billions connected via hard wiring to receive richer media & experiences).

Up until now this ‘content cloud’ (different to cloud computing) has been abstractly disconnected from our physical lives – we read news about California earthquakes sitting in Australia, we view videos on the train of a concert three weeks ago at a local venue, we have personal social networks fragmented across time and space, play a game set in Hong Kong on a screen in London, Facebook groups comprised of half friended, remote avatars (the extended self ). 99% of the content in the cloud is not relevant to here and now (although a philosophical moot point if the now ‘is’ the participation and consumption itself?!)

In a near AR future, non geo-sensitive content will be perceived as incomplete

The Descending Cloud

But that cloud, has reached saturation, it no longer can keep afloat, there is just too much or rather just enough content to be temporally and geographically relevant. In other words there is so much ‘stuff’ up there that it now makes sense to access it, in a true Web 3.0 way, in real time, the present moment from anywhere you are. It will at its simplest level be Google Earth, slowly morphing out of your PC screen, growing to global scale and locking into place over the real world or Facebook mapping itself onto the billion users faces out in the street, advertisers reaching out to where ever you are, personalizing your everyday life with relevancy vs noise.

The always on cloud has now become very useful to a range of stakeholders. Marketeers, storytellers & users alike. Mists of information, media and experiences will engulf onto our cities and physical infrastructure, it will become a persistent fog that will coat everything in its path with layers of time and place stamped content. It will create a web of layers, of parallel narratives and realities and enhance our experiences.

OK fluffy intro over and this leads to some high level areas of a ‘consultancy’ whitepaper I did mid last year (which annoyingly I still can’t publish) but some key themes are explored below.

What does this mean on the ground, a ground covered in this fog of information. The transformative effect of our physical world being invaded by ‘cyberspace’ will make the current discussions about social network privacy seem like a children’s party. When the ‘web’ spreads into and permeates our real world will their be any hiding places. As portable screens become practical (think iPad with camera), pervasive wearable computing becomes commonplace and surveillance technology evolves to being ubiquitous and transparent – society will evolve way ahead of government and law, who powerless to stop the flow of information on connected screens will be even more powerless to stop this flow moving into real space?

“Augmented reality allows people to visualize cyberspace as an integral part of the physical world that surrounds them, effectively making the real world clickable and linked,” says Dr. Paul E. Jacobs, chairman and CEO of Qualcomm.

The videos below might give them ‘digital’ food for thought.

Beware: I would like to point out everything below has already happened or about to launch in the next few months.


From Eyetap.org (a wearable computing lab in Toronto) – “Stewart Morgan discusses Architecture of Information on the show Daily Planet. It is a visionary short film showing augmented reality, and the implications of it’s applications.” From 2007


What kind of society will it be when our personal profiles, details and content are available to anyone in the street simply by scanning our face. That person across the train carriage, are they really playing an iPhone game or finding out ‘everything’ about you, well at least that which you have placed on the open web? A short video that will shock forward thinkers…

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