Sep 012008
 

Social Media and Web 2.0 is a lot about providing the tools and therefore the means for everyone to create content, that they believe others may want to see. I have personally created a lot of corporate, professional entertainment and music films over the years using high end equipment but now, like many millions around the world, find it a fun and satisfying process to be able to create films and stories in virtual worlds, aka machinima. (Quite a few are over on my personal virtual blog justvirtual)

There are literally millions of machinimas emanating from the likes of World of Warcraft, Sims, Movies, Halo, Second Life, Half Life and many more. Most are done for the love vs the money and some make it onto the big screen. For the creators it is about expressing ‘their’ world and experiences to each other but of course there is something else as important here.

Laurel (heart) talked recently on a machinima I did in Twinity and about the ‘free advertising’ it offers for the brand or platform. For me it is also about creating an environment where simple tools encourage large numbers of people to come together remotely and do real-time, collaborative content creation for extended periods. It makes the world very, very sticky when they have shared creative goals and purpose – not just pre-constructed game play. Some may say game quests are social too and I believe when the players get ‘creative’ with the mechanic and ‘bend the rule’ together it certainly is.

Comfortably Fun

Using game or social virtual worlds to entertain each other in this deeply immersive way, leads us to imagine what the potential will be when bandwidth and graphic realism are no longer limitations. Perhaps a portent of the future here is a machinima I did of a forty three minute performance of Pink Floyd’s The Wall, in a social world, Second Life. It was captured last week and it is useful to remind us all what is going on here. There are around 70 people logged in together in real time from around the world, most audience a few performers. About 8 are ‘animating’ on stage or controlling lights, effects or triggering scripted animations and I am recording the whole thing at the same time. This is digital puppeteering. I captured elements of the performance three times and put together this compilation edit. More after the embed…

So this all started with an invite from a self motivated group, led by Debbie Trilling, who for the love of what they do, created an inworld, cross-reality, musical tribute. CARPs (Cybernetic Art Research Project) inventive and emotionally driven version of Pink Floyd’s 1980’s album was a truly international affair and many hours were spent developing and performing a Virtual Show to this music that reaches a new audience every few years.The reason the music reaches new audiences is because of its use in ‘community created content’ just like this, a far more poignent way to share digital content. More than 2000 avatars have experienced this particular concert inworld generating 10 000s of impressions across blogs and media sites. That is the key point – don’t dismiss game or virtual worlds as being irrelevant because of perceived low numbers – these are active and proficient online users who see the 2D web as a ‘simple’ publishing tool and become prolific creators of content and by implication major influencers.

Professional marketeers need to be aware of the power of machinima (consumer films in worlds they are very loyal too) and how by allowing the use of often locked down content is probably the best way to introduce ‘old’ content to new audiences. As an example, while I was putting together this ‘mash-up’ compilation I tried a recording of the reunion performance of the Comfortably Numb at Live 8 a few years ago and was entranced by the synergy of visual and song. Hope you do too. BTW a medium quality (90MB MP4) download of the YouTube above is available here. Worth playing full screen with the volume up and the lights down 🙂

To further consider how effective game world movies are. I created again out of a moment of relaxation a ‘flycam’ film around some of my ‘builds’ in Second Life. I like others were entranced by the new feature in the engine, Windlight. This rendered more naturalistic reflections and skyscapes for example. The machinima was a self expressive piece, some improvised guitar and piano and flowing movement, not really an typical ‘traffic’ generating video.

Ticking along at a few hundred views over a month on YouTube then Linden Lab decided to feature it on their machinima page. For a week or so it was getting between two to four thousands views per day. Over the past four months or so it has been viewed over 30 000 times, not bad for an ‘art’ video? But outside the numbers what is the dynamic at play here? Well it is really simple. If you own any space where people frequent, make it really, really easy for them to share their experiences. You scratch their back and they will yours. Give them the tools to make it easy to create professional looking content. Let them do the viral marketing for you. Even though the community realise they are doing you a ‘big’ favour, the joy they get from sharing is part of their own virtuous circle.

Aug 052008
 

Gary Hazlitt, Gazlitt and me take a ‘break’ in over fifty worlds comprising the current metaverse, here is the holiday video…

I am doing a commercial report and curriculum development on the evolving range of social virtual worlds and have recently ventured into fifty of them to review and sample the culture, creative, business and educational potential. On my travels I got out my virtual camera and decided to capture a bunch of small vignettes which quickly turned into a body of audio visual delights – so decided to create a nice seven minute video for posterity.

I thought I would share the video publically as it demonstrates how ubiquitous, popular and streamlined many of these spaces are becoming across the intraweb / ‘cloud’. With over 300 million frequenting or registering for the non-game based worlds and millions of new investment in 2nd and 3rd generation services there seems to be no stopping them…Enjoy the video  (UPDATE: now standing at over 55 000 views!)

75MB MP4 Download available at http://www.justvirtual.com/SVWS_2008.mp4

A few immediate things that struck me on my travels:

  • That there are quite a few worlds now getting their balance on the shoulders of Second Life and really getting to grips with the social networking aspects vs the 3D’ness
  • There IS a balance between a social space and an ‘agreed’ advertorial world – “you give me valid experience, I accept a level of advertising”
  • A few new entrants realise that using a fully fledged, 3D game engine as the client for what is in the end a glamorous 3D facebook and requiring a high spec’d PC is not the best way. Second generation services like vSide have followed a good middle ground
  • As I reported a few days ago the ‘layered-over-the-2d-web’ version of these worlds such as RocketOn Exit Reality and Weblin show great usability and promise
  • Some worlds are demonstrating the precursor to photo realism and smooth motion while others have as much ‘immersion’ by providing intimacy with your friends in more cutesy environments
  • Many of these worlds operate without the hype we have seen with Second Life and have slowly been building up large communities. Beware any world that tries to launch on hype, as most of these worlds are still in adolescence and not ready for mainstream
  • The Metaverse is a world of connected worlds, how/when/if they are connected will be a real challenge from a technical and standardisation perspective. Especially as a few are starting to concentrate on themes, music, sport and probably in the end very defined niches – fly fishing social world anyone?
  • It is important for those who are supposedly representing or blogging about ‘the metaverse’ to get in there and try these services – beyond registering and wandering around for only 10 minutes (I could name several who haven’t a clue!) but…
  • There are not enough hours in the day to attempt to truly engage with each world but it is amazing how adept you become at spotting flaws and innovation when you put the effort in
  • lots more to follow from the official report in a future post…

KZero are turning out to be the best resource on the planet, tracking Social Virtual Worlds and their latent potential. They gave me permission to publish/post this great chart with a great stab at putting many of the worlds in the video across content sectors.

Social VIrtual Worlds Logos - End 2008

Here is a list of the worlds featured in my video in order of appearance:

Video details:

The ‘Social Virtual’ World’s A Stage
A Film by Gary Hayes © Personalizemedia 2008
http://www.personalizemedia.com

“This is not a Game” – Music composed and performed by
Gary Hayes http://www.korkyt.net