As promised a more specific ‘commercial’ follow up to my previous post on this topic which was more ‘story’ centric. I am developing & producing a range of Augmented Reality (or if you prefer AR, ‘blended or layered media’) applications at the moment. I have also been asked to present at a few conferences and create a detailed white paper on the implications of AR for government & business looking at privacy, legal, copyright & crime issues. As readers of this blog will know I also lecture, run workshops & work with creative teams to come up with future ‘social entertainment’ based around virtual worlds and augmented reality.
But the purpose of this short post is to simply list and try to categorise the many types of business Augmented Reality apps appearing in the market. The first manifestations of AR appeared in the late 60s, became real in the 70s and by the 90s were already being used by major companies. Now portable computing is finally powerful enough to deliver AR to anyone who has a smart phone or latest generation PC or console. But first my simple definition of Augmented Reality.
Information, 3D models or live action blended with or overlaid onto the physical world in real time. A camera & attached screen is used to view the combination of reality & real time virtuality. Devices or systems commonly used for AR include
But the purpose of this pretty detailed post is to simply list and try to categorise the many types of business Augmented Reality apps appearing in the market and to try to identify opportunities.
It is fascinating to see how quickly Augmented Reality (AR) is permeating our lives and the blogosphere. But what will the mass adoption of mobile devices that allow you to layer ‘virtual story worlds’ over the real world mean for new forms of entertainment & marketing? Also what will it mean when celebrities and audience/users, begin to merge – avatars appearing in broadcast TV and film/gamestars composited into our homes?
I have posted about the cross-reality evolution over the last 3 years on this blog under a general mixed-reality umbrella. Now we have every blogger & journalist talking about their AR engaged iPhone, DSi, PSP or smart mobile as if they have discovered some advanced alien technology. But is it really is a game changer, a new playground for storytellers? A window to another world at one end through to a simple layered utility at the other. Actors and fantasy characters deliver lines, embedded in real world scenes, you find the hidden virtual treasure, the historical or future backstories and clues, video, sound, images – even fellow ‘players’ morph into strange aliens or dissapear, you leave red herrings or leave help for other players the possiblities, endless.
If RocketOn grows at its current rate it may be the follow-up to Twitter as a real time, web 3.0, animated avatar, 2D web integrated social application.
It will of course need much more sophisticated friend and group management and the following/followers paradigm would work wonders here. But no doubt the company have lots on the boil along these lines?
I have written for the past year or so about those half-way house virtual worlds, avatars that exist as a layer above the traditional, flat 2D web in posts here and here.
Leader of the pack of these ‘parallel’ virtual worlds (I still prefer layered btw!) by some way is San Francisco based RocketOn which now has 114 000 unique active users of the service that primarily operates as a browser plug-in. CEO Steve Hoffman has told me of some key developments that will lift the service firmly out of beta. First and foremost are six major new partners that will expose RocketOn to more than 2 million potential users.
RocketOn Launches Beta with Comedy.com, Hypster, Online Flash Games, Hotspot, faceDub and Boosh Magazine. Parallel Virtual World Platform Goes Live – “Imagine what it would be like if you could join a virtual world on your favorite site and interact with everyone on that site,” says Steven Hoffman, CEO of RocketOn. “And what if you could also take your same avatar to any other website and meet people there?” The result is a parallel virtual world that spans the entire Internet, where users rocket through cyberspace with their avatars and interact with virtual environments on any site they choose.
Having used RocketOn for some time on and off it reminds me of the web equivalent of the flash-mob – adhoc social gathering where you share brief experiences with others, ‘above’ web content, sometimes very compelling. It is fascinating too that there is a strong female demographic (67% in the US) suggesting parallel worlds being seen as (and used) as social vs ‘gamey’ space. More interesting in the stats is the high proportion of 12-34 year olds – often the ages where usage of social virtual worlds tends to dip. So RocketOn is definitely feeding on the traditional Facebook and MySpace network.
So the real time social element is best suited to comedy music, video and casual games where a live, real time’ness is key. Being able to call your friends together for activity and discussion around primary content in this way perhaps turns the back-channel (as in textual chatter) into the front-channel (where physicality comes into play). There is something about synchronous fun (and learning, there is a killer app hidden here for remote learning folks) over full screen video too – so RocketOn over full screen web video starts to remind me where IPTV was meant to be heading back in 2004! Participatory TV via the web back door anyone?
Here is the official press release that is going out today Feb 3rd
Parallel Virtual World Goes Live
SAN FRANCISCO, CA — February 2009 — RocketOn, Inc., a venture-funded startup located in South San Francisco, is rolling out its virtual world platform by embedding virtual worlds on partner sites. RocketOn’s partners range from comedy, music and game sites to community networking sites and college magazines.
“Our goal”, says Bryan Suchenski, partner manager, “is to build social interaction and community on our partners’ websites, thereby weaving a virtual environment into the very fabric of the Web.”
RocketOn has built a platform for easily embedding virtual worlds into partner sites, allowing their users to interact in real-time with one another. Every partner site is part of the overall community, and with the click of a button, users can take their avatars anywhere they like on the site.
“Imagine what it would be like if you could join a virtual world on your favorite site and interact with everyone on that site,” says Steven Hoffman, CEO of RocketOn. “And what if you could also take your same avatar to any other website and meet people there?”
The result is a parallel virtual world that spans the entire Internet, where users rocket through cyberspace with their avatars and interact with virtual environments on any site they choose.
“What caught our attention about RocketOn is the potential for a new type of real-time social interaction on our site,” says Cahit Onur, CEO of Online Flash Games. “We felt this would help build customer loyalty and extend our brand into the virtual world space. We’re happy to be working with RocketOn and are open minded about new projects and ideas.”
RocketOn is announcing six partners now, with more to come in the near future.
ROCKETON’S PARTNERS INCLUDE:
Comedy.com is one of the Web’s leading comedy sites. It combines the best collaborative filtering tools along with exclusive, original-themed content, best-of-the-best lists, and timely topical material. www.comedy.com Hypster is a music discovery site, offering Facebook, MySpace and Friendster users a personalized music player and playlists. www.hypster.com Online Flash Games is a popular Flash games community. www.onlineflashgames.org HotSpot is a community networking site to meet new friends, where users can store or share photos, create blogs, and share interests. www.98spot.com faceDub develops fun and easy software that allows users to insert their faces into any scenario. Boosh Magazine is the newest name in college entertainment. Boosh puts a unique twist on the whole ‘college magazine’ market and comes direct from a network of student columnists across the country. www.booshmagazine.com
RocketOn is a venture-funded startup that is pioneering parallel virtual worlds. Its management team has worked at top game publishers, including Sega Sammy (SGAMY) and Electronic Arts (ERTS).
What may save TV may also truly grow Social Virtual Worlds. As online audiences continue to ignore TV and vanilla/social virtual worlds suffer from a lack of direction, perhaps the marriage of the two will save both from irrelevancy? A report by Gary Hazlitt in various TV branded virtual world spaces.
There have been several forays by TV properties (gradually losing their audience and associated ad revenues) into social virtual worlds over the past two years. I don’t just mean branded one-off events but actually setting up shop, building a familiar and representive space for the ‘users’ to play in. These forays range from at one end, simple branded spaces pushing episodes on screens through to actually running variants of the TV format to be played out by participant avatars in a detailed build -with many points in-between. But before the meat of the post (a couple of new entrants) here is a quick list to give you an idea of some of the shows and channels that have tried, had some success or failed. As I have been involved in a few of them and visited all, I have listed ones I think have had most impact (engagement) through to those who didn’t quite get it (reversioning).
There is a rule of thumb regarding TV execs and virtual worlds or serious games initiatives – do not let the TV folk take control as they have too much ingrained baggage around non-participatory media and the resultant compromise is often of no use to anyone – get people who understand game play (and be aware that often excludes traditional game developers) and social media involved or face the consequences. The ones above that really worked allowed the participant audience to really ‘live’ in the shoes of the characters either by having activities similar to the protagonists, meeting the ‘fictional characters’, a social space that resonated with the shows aesthetic or a great set with game-like elements. I have talked a lot about Mixed Reality Entertainment in the past and how one of the most innovative uses of virtual space is to extend the TV or Film property into a 24/7, participatory environment. The main reason for doing this is to drive traffic to the TV but also to keep existing followers loyal to the branded property. As an example there is more detail about the reasoning on my post on Big Brother (good and bad) in Second Life (Witnessing the Birth of an Entertainment Form) as well as posts nearby on CSI in Second Life and many of MTVs properties in There.com (TV Property Branded Virtual Worlds – The Beginning). There are moves around the world including BBC and many European broadcasters who are creating worlds alongside and in some cases in front of the TV episodics and this is the important point. Promoting films with games or virtual world spaces has a very limited life span, forging a strong link between virtual world events and TV episodics is to me a virtuous circle – especially considering the 200 plus worlds populated by the youth audience who are typically turning off TV – teens and tweens. Earlier there were many experiments of TV/World hybrids and I was involved, as mentioned before, in the Mirror. Here is John Wyver (then Illuminations) talking about that (remember this is circa 1997!).
The other key element that contributed to the success of The Mirror, much as in real life, was the provision of regular “hosts” for the space. These needed to be frequent visitors who spent a significant amount of their time in the world, and whom users could have some reasonable expectation of encountering when they logged on. These hosts would greet new entrants, introduce people to each other, point out activities and generally help people around. More than this, however, over time they became the core of the community of the world, encouraging people to return and beginning to develop the particular language and culture of The Mirror. Needless to say, they were the saddest to see it turned off after seven weeks – although a number of relationships begun virtually have continued in the real world – including at least one marriage and one recently born child.
Recent company start-ups or collaborations also suggest that there are moves afoot. Icarus studios are squarely aiming at the TV/VirtualWorld hybrid and about 18 months ago Endemol & EA teamed up to create Virtual World TV formats (VirtualMe) based on Deal or No Deal and Big Brother. Also there have been a plethora of immersive film launches (play-in-the-set-type builds) across the metaverse and I Legend, Digital Hollywood, Iron Man, Quantum of Solace and Transformers spring to mind as I write – but as I said this post is more to do with a continuous, what happens on TV resonantes into the virtual world and what happens there is reflected into the TV episodics. (I regularly consult on this specific area so won’t go into any more detail!)…
So, it is interesting to see this trend continuing as new world Twinity starts to do more experiential ‘film’ property marketing and even more ‘demographically focussed’ the current series of Heroes being extended into Habbo
The agreement was brokered by the William Morris Agency and marks the first time ‘Heroes’ has partnered with a virtual world.
While following directions from a mysterious virtual messenger, the new character will take the audience on an adventure as she discovers the history of ‘Heroes’ through a journey that travels back and forth between Habbo.com and the ‘Heroes’ Evolutions site. “We’re excited to work with Habbo to introduce a new character that will extend the enormously popular and EmmyÂ® Award winning ‘Heroes’ interactive story beyond the official Web site on NBC.com,” said Stephen Andrade, senior vice president, Digital Development and General Manager, NBC.com. On Habbo.com, fans of the show will be able to interact with the new virtual hero through a variety of in-game activities. Habbos participating in a weeklong quest will discover their own special powers and will be recruited as new heroes. Those who successfully complete the mission will be awarded various virtual prizes. On the ‘Heroes’ Evolutions site, the new virtual hero will be woven into several of the in-universe, interactive extensions of the on-air show, including a character profile, the Primatech Paper Assignment Tracker and new chapters of the ‘Heroes’ graphic novels.
One of the more obvious links between TV and film of course is simply to broadcast a seed back story as a series, animated makes most sense to keep a strong visual link and then run a MMOG alongside it. This extends, involves the audience more in the narrative and allows them to personalize the experience. We are seeing this about to play out (in Asia at least) with Fusion Fall on the Cartoon network.
This is a great use of virtual worlds and it also shows that you don’t need richly rendered environments to be able to engage with participants in these spaces. Also in terms of the ‘linking’ paradigm, it is close to ‘my’ level 3 wikipedia cross-media definition
Excerpt “Cross-media 3.0“ Bridges. – The truest form of cross-media where the story or service structure is specifically authored to drive the audience using strong Call-To-Actions, across media devices to continue the journey. The content placed on the other platform is critical to staying in touch with the experience and the narrative bridges tease you towards investigating or moving to another media form/platform. Obvious examples include a TV show that ends suddenly and gives you a URL to explore more. It may be an SMS that teases and points you towards a live concert in a city square which then leads you to a TV show, then to a podcast then to subscription emails. The trigger, or bridge, is the critical component of this in motivating the cross-media action.”
Onto Twinity and the images here and above are me playing around in the pre-build set of the recently released and not universally praised film The Spirit. Although it grossed $10 million in the first 4 days it was pulled up for being unemotional and 2D. Well part of the problem generally with many big features now is that audiences have changed and want something more experiential – especially with ‘comic-noir’ films – why not let them ‘live’ in the story environment (my wikipedia item)? Twinity though have teamed up with Will Eisner studios to do this event (not in any way my ideal episodic but potentially a way for the Twinity user base to ‘create episodic, comic-noir’ machinima on-going?
CineStar Spirits you Away to Another World – CineStar’s CUBIX cinema in virtual Berlin is the premiere address for all movie-related events in Twinity. The cinema is currently showing the trailer and other exciting movie material from the upcoming premiere of The Spirit, a movie based on Will Eisner’s cult 1940s comic book series, which will be coming to a cinema screen near you from 5 February.Â Fans of the movie can get their hands on exclusive Spirit merchandising: including posters, standees, and an incredible Spirit mask that lets you see special visual effects inworld. Find more information here. Save the date and come to the opening party!
Date: Monday, 2 February
Time: 17:00 Berlin, 11am NYC, 00:00 Singapore
Where: CineStar CUBIX
Twinity (by Metaversum, the German created virtual world) are a long ways from a mature stable platform, hence being in beta for the past 12 months or so, but are already exhibiting the best ‘world-led’ event-based, user activation. This in my mind is high on the list of reasons for likely success over many of the areas that over-hyped Second Life suffered from in the early days. OK the world is quite big and empty and many ‘social’ tools are not yet available inworld but the kind of activity quoted below (calling for videos, images, stories etc: attached to some well know brands) is great first step community building and more importantly getting a growing community to market for you. Even I had a go at one a few months ago – video embedded below 🙂 BTW Metaversum you really need to improve the video tools (detached camera please!).
Submit Your Artwork and Win! – Take part in The Spirit Screenshot and Machinima Contest and win an exclusive film poster signed by cult film director Frank Miller or The Spirit action figures.
Things Are Looking A Little Different Around Hereos Wear the mask and see Twinity through the eyes of the Spirit! – Use Twinity’s screenshot and recording tools to create incredible Spirit- inspired images! To be eligible to win the contest, screenshots must be created while wearing the Spirit Mask and its visual effects must be demonstrated in your machinima. Screenshots may be submitted in jpg, png or gif formats. Sensational Prizes – You have the chance to win sensational The Spirit prizes! Three prizes will be given out to the lucky winners of the Screenshot and Machinima Contest:
* 1st prize: The Spirit action figure and film poster signed by Frank Miller
* 2nd prize: The Spirit film poster signed by Frank Miller
* 3rd prize: The Spirit action figure To take part in the contest, all you have to do is:
Upload your movie to a video sharing website, for example “YouTube”, then submit the link to your uploaded video together with your Twinity name to firstname.lastname@example.org
Competition deadline: 28 February 2009
We’ll celebrate the winning entries with a Winner’s Gallery party in the CineStar Event Hall! Artwork will be displayed in the CUBIX cinema during The Spirit promotion. Keep an eye on Twinity’s Event Calendar for further details!
Of course I would encourage all TV producers to think about their current audience and whether they want to reach them this way. More importantly you need to think of the appropriateness of creating inworld characters or environments for them to exist in – serious games (from documentaries) and childrens episodics are hot ones at the moment . The real effort is more about having great characters that are persistant in the space but beware of bots or NPC’s (non player characters) pretending to be real, this can have a strong counter productive effect. More later.