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Jul 192011
 

Australia is a place bubbling with enthusiastic new Transmedia talent and I was lucky to present and moderate a great panel at the Sydney Opera House early in July 2011 with representatives from pervasive film making, advertising, art and industry R&D. It was all about experiential storytelling and services and part of the Creative Sydney fortnight and a Metro Screen organised evening (more later).

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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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May 312011
 

I promised quite a few folk to provide a walk-through of my short 35 minute presentation at the Augmented Reality Event in California last week. The intention of the presentation was to take my AR Scenario & Business Model thinking to the next level, to go beyond marketing eye candy, clunky ‘questionable’ games and really dig down and think hard about the value proposition for users. In creating the presentation I had to look at a deeper level at the nature of experience, as in that we can start to really find true value in Augmenting our Reality. To begin though a little compilation video I threw together for this post and some future talks looking specifically at a range of locative augmented and alternate reality services (entertainment, promotion and advertorial) to set the landscape.

Music track is called Zemith from my ‘Calm After the Storm’ album in progress – subscribe free

The only way the Augmented Reality industry is going to emerge from its current commercial birthing period is for the brands, corporates & creatives to make sure that AR is delivering a unique, immersive experience and to start to consider the value of experiential (a marketing definition here). This nature of experience, which I believe is inextricably linked to the future of AR, and the value users place on immersive services also leads at the end into a ‘experiential’ panel I am leading at Creative Sydney at the Opera House this week and I cover some of my thoughts in that space first.

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May 092011
 

I normally do at least two events per month (conferences, panels, seminars, webinars etc) and rarely post about them but as I put this together on another site, here is a cross-post (2 for the price of one) from MUVEDesign – slightly modified which covers 4 events coming up – OK one just went by but I left it in. Enjoy 🙂


Gary is representing MUVEDesign at four conferences coming up that reflect the nature of the main areas of his business.

  1. Santa Clara Convention Center

    At the TV Show Australia last week he is presenting about Social Television now and in the near future and how Inspiring the stories of tomorrow with social mediawill make TV truly and finally interactive

  2. In Santa Clara, CA he is opening the business track by presenting The Value of Experiential: New Augmented Reality Business Models at the worlds biggest Augmented Reality Conference known as the Event
  3. As part of Creative Sydney Gary is both MC’ing & presenting on Are You Experiential & Transmedia Stories
  4. And in June Gary is presenting at GameTech on Pervasive Entertainment and the exciting merging of Games, Film/TV, Geo-Caching and Social Media. He will also be presenting in the Serious Games section.

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