Dec 302011

Originally published Oct 2011 in Wired Magazine ‘Change Accelerators‘ by Gary Hayes 2 of 5

Image by Gary Hayes

The alarm rings. Get out of bed, have a shower, dress, breakfast, grab your briefcase, and bus ticket and out the door. Now start RUNNING! Zombies are chasing you. Or is it pirates? Or the Mafia? Games and stories have grown legs and Facebook MafiaWars and Playstation console games have jumped into the physical world. Welcome to the most exciting and entertaining commute of your life.

For the first time in technological history portable devices that are able to send and receive game/video media, are now location aware. This means big changes in where we experience our stories. They will be always on. Around the next corner. We will be living inside the story world.

To get a glimpse of future services in the locative, pervasive space we simply need to look at the now and extrapolate.

As kids we all loved playground games: Hide and seek, capture the flag, cowboys and Indians captivated our imaginations and it was an important part of our social development. Today adults use technology to recreate those experiences for real using our own imaginary, place-based Holodecks. Fulfilling some of our adult needs in this space, The Go Game for example advertises itself as “the future of corporate play,” team-building, and self discovery.

Beyond mapping, check-in utility, or GPS functionality, what kinds of story game and locative services will get millions off their behinds and out into the real world? It takes a lot to commit to wandering around, scavenger hunting for morsels of story. How in the future may locative gamesevolve into being mass media? Or are they really just for niche groups?

This is and has moved way out of niche already. Early locative entertainment, such as orienteering and geocaching (user-created capsules hunt) are still played regularly by five million globally. More story-driven, first-generation Alternate Reality Games with locative elements such as Gentrificationor I Love Bees, attracted several million players. LBS, or locative-based services, have radicallyaltered the social gaming landscape already in Asia for hundreds of millions. A recent Pew mobile report noted that more than half of all smartphones are used for social and utility locative services and by 2015 it will be a $21 billion industry.

What makes and will make these so compelling, to so many?


The stories and games contextually fit their surroundings. The origins of this genre have often been based on architecture, audio tours, and urban map layouts, using early wearable computers or earphones. For example, back in 2004 PacManhattan re-created the 1980s game around Central Park’s grid-like streets and had hundreds of players running around collecting virtual dots. The creators wanted to:

“explore what happens when games are removed from their ‘little world’ of tabletops, televisions and computers and placed in the larger ‘real world’ of street corners, and cities.”


This element can put you and your friends at the center of the action. For example, “Spy Am I” a massive multiplayer locative game, lets players be the secret agent,  or live the life of a criminal. There are many story based pervasive game apps being launched on GPS enabled smartphones that let you explore your darker side such as Crime is Life or Crime Plays.

For those who want to make their real world a little bit more terrifying than it already is we have social locative games such as Zombie Apocalypse, where you have to really run, to outrun the attacking man eaters.

Speaking of running, marketers are not far behind in this race with viral examples such as Nike Grid or Mini’s Getaway (“this game has united us, it is so social”) that combined the best formula of story, game, and exercise with lots of social locative strategy.

Our locative experience tools are powerful social organizers. Everything in our future lives will be geo-tagged.


Set in the physical world means the same tools available to storytellers and marketers are available to everybody, including activists. So the recent Occupy Wall Street meet-ups themselves begin to look like locative fiction. Hundreds of thousands of geo-tagged narratives create probably the world’s most connected locative story yet. In a similar story-world, but oddly similar in focus, Tourality and Shadow Cities get you and your friends to battle, find treasure, and lay claim to areas of the city.

Flash mobs are a form of locative storytelling, a sort of organized social Holodeck. The social unification that comes from the best of these choreographed events, beginning with Frozen Grand Central, spread around the world. They become memes copied and extended through global imitation.

The story future of this specialized entertainment format is likely to come from expert traditional cinematic and marketing storytellers. They will be experimenting and extending fictional narratives into geo space. Pandemic 1.0 by Lance Weiler & Seize the Media is an infected world extending plot lines and challenges from cinematic games three years earlier. A present day example of future locative story, this played at the Sundance Film Festival and involved the best aspects of team play, discovery, and clever use of multi-device and place.

The popularity of locative stories and games will be proportional to marketers and writers making it worth our while to ask for our stories-to-go. As the technology matures and location lock-on is instantaneous, it will truly take off. The technology already fits in with our existing out of home routines, particularly when it comes to commenting, working, eating, and entertainment.

But back home, watching a forensic cop show on the TV. At the end, you’re told to go out of the house and help track down the killer on the street, mobile locative device in hand!

What are the security implications of this? In one evening, 200,000 viewers turn into 200,000 private eyes on the streets of London?! Would you take part in these types of services?

But think, at the end of the day, as the sun sets in a dark backstreet in your hometown, your heart starts pounding again. Will you make it back home alive?

Consider yourself, entertained.

Aug 052006

After presenting at various ‘future of the industry’ type events I regularly get told that we have heard it all before, and nothing ever changes. My answer is that ‘this’ change is permanent and like all natural and permanent changes it is often undetected on a day to day basis. Look back to the media world less than three years ago without YouTube, MSN Video, Google Video and a thousand other video distribution portals, and people publishing, do you really think nothing is changing? The biggest question for traditional video media companies such as rental, TV and cinema, should not be ‘nothings really changing’ but how best to attract the advertisers to embed or be inserted around your broadband content – that will in the next few years be the only way pay for it. Two items that sprung up today demonstrate both sides of the fence.

As the YouTube video “The Day of the Long Tail” suggests (and thanks to David Gurney a LAMP mentor, for giving me the heads up on this) the audience are a-changing.

“No one would have believed in the closing years of the 20th century that our most popular media were being watched in a new way by a force that was quietly gathering strength. With blind confidence we considered them our own. Out audience. Our subscribers. Our cuddly couch potatoes…(snip). And then early in the 21st century came the great unravelling. We offered free choice but all they heard was free. We devised more powerful, more complete, more feature rich software, but they preferred to grow their own.”

and so on. Slightly tongue in cheek it reminds me forcibly of, and borrows heavily on Robin Sloans aged old EPIC which I blogged about back in September. The video trys to makes some important points but gets lost a bit at the end in the importance of blogs in this landscape and of course the fact that the big media organisations are complascent, sitting on their bottoms, when of course they are not – well the enlightened ones are not. They are ready to buy up the broadband foothills and take their slice of the long tail pie. Reuters reported today in the item “ABC prime-time Webcasts here to stay: Disney” that their prime-time download trial has been a success and will be around for a very long time.

“The Walt Disney Company is making ad-supported Webcasts of its ABC prime-time TV shows permanently available this fall, following a successful two-month test that drew a younger, more educated audience, a Disney official said on Friday. Disney offered the prime-time ABC television series “Desperate Housewives,” “Commander in Chief,” “Lost” and “Alias” on its Web site in May and June to test whether consumers would watch ads online if the shows were free. Albert Cheng, executive vice president of digital media for Disney-ABC Television Group, said a retooled version of the free broadband player will be launched in the Fall.”

So TV delivered over the web can work and the reason it works is simply that the agreement between aggregator and audience holds up. You watch the ads scattered around the content and you can have it for free. Now that is an example of nothing changing all that really has is the way audiences get to the content. As the article points out advertisers will be even more interested in moving their budgets because ad rentention was found to be far higher than traditional TV.

“The shows were viewed 16 million times during the trial by consumers and 87 percent of viewers remembered the advertiser who sponsored the episode they had watched. That compares with typical ad recall of about 40 percent for commercials viewed on television, industry sources said. Disney said a survey showed that more than 50 percent gave positive ratings to the advertising experience, which required them to click through interactive ads to watch the shows. The average age of the online audience for the ABC shows was 29, almost evenly split between men and women and more than half were college educated, the survey showed.”

This is significant and will raise quite a few eyebrows not only with the advertisers but those traditional ad buyers who will have to carry on selling spots on a media that is now becoming second division – the eyeballs, or rather the younger ones that are paying most attention to their ad message are now on broadband and using interactive services. One can see a thousand TV companies around the world getting out their checkbooks to buy the latest server farms when the main reason people watched online is because they missed the TV outing – the new audiences are becoming less and less willing to be slaves to any forced schedule.

Posted by Gary Hayes © 2006