OK not really a Dummies guide as there are some complex elements in here, but one has to use whatever memes are in vogue 🙂 A few weeks ago I was commissioned by Screen Australia to write a very basic structure & guide for producers relatively new to multi platform content to structure & document their propositions, after they have developed the ‘audience centric’ concepts. This has just been published on the Screen Australia site as a digital resource for those needing to document projects for transmedia productions.
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.
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.
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
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
As part of Creative Sydney Gary is both MC’ing & presenting on Are You Experiential & Transmedia Stories
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.
Blame it on the Zeitgeist. I am spending most of my time at the moment developing and conceiving AR Services and Games for clients and my own company MUVEDesign. Also in my lecturing/consultancy roles across transmedia and multi platform in Sydney such as at the Australian Film TV and Radio school earlier in the year and at the moment at MetroScreen, I would say that more than half the projects, being collaboratively created as part of curriculum, have a strong, story based Augmented Reality component. I posted last year on these emerging AR entertainment services but there are still not that many ‘story rich’ examples created for market. So is there a future for these new forms? A hybrid combination of story, social location gaming all delivered on the latest camera based smart phones? Read on for some case studies and a couple of my own examples.
Firstly I am presenting on an Augmented Reality panel later this week in Tokyo, part of Ad:Tech and now most folk are ‘caught up’ on simple AR business models and current delivery (see my post from over a year ago) I will be speaking more about a near term future – especially in the area of branded location based augmented reality games and services, adveraugrealitygaming anyone 🙂 I also thought it would be a good opportunity to show one of three developments in this space I am doing called ‘Time Treasure” – a rudimentary, story rich LBARG (location based AR game?!) that I am currently story designing & coding for Android tablets. Short 2 minute taster video embedded below…
Story in Augmented Game Worlds
Without giving the plot away, the structure of this game is quite straightforward. There are ten layers of time from 2050 back to 5000BC that you slowly penetrate following stories, clues and trails all based at POIs (points of interest, precise locations) around your city. The traditional MMOG talking-head quest and story givers are a unique part of this as well as a range of capture & loot quests that require you in some cases to do a little ‘real world’ grinding… ok not too much 🙂 For me the challenge as always is about creating strong ‘call to actions’ and constructing a narrative backbone to make it worth your while walking and in some cases running around town! I will do a post when this reaches a full working pilot.
Speaking of early trailers it is a shame that Ghostwire, which has been around the blogosphere for over a year and that I have written about a few times, is now shelved while they find another publisher. I think this may be a platform issue being created only for DSi (tablet, iPhone 4 anyone), but the horror or crime genre this is set in is obviously rife for the taking, in this locative form…hence perhaps why we are starting to see the release of simple AR locative story services appear more regularly in this genre, such as zGhost 2 for the iPhone, iTouch and even iPad…ready for Halloween but I think they missed a ‘branded entertainment’ trick, in that it wasn’t tied into the release of Paranormal 2 film?