Oct 252010
 

Gary is presenting on an Ad:Tech Augmented Reality panel later this week in Tokyo going beyond simple AR business models (see this post from over a year ago) and current delivery, real world possibilities, and talking about a near term futures and opportunities, especially in the area of branded location based augmented reality games and services. There will also be discussions related to barriers to adoption and how to open up the market – similar to topics Gary addressed in this recent presentation to the Australian Interactive Media Industry Association Mobile board…but here is the Ad:Tech Tokyo panel (sadly Zugara had to pull out of the panel but Gary will show some of their work)

Augmented Reality – A Showcase What The Marketers Need To Know – October 28th 5:40pm – 6:30pm

“Is AR just like a lift-the-flap book?”
What value can AR offer for people and enterprises?
The session outlines various definitions of AR such as location based platform or image recognition platform and how the technology provides valuable insight for marketing. Exploring various case studies, we will discuss the current situations and issues for AR as well as its future.

Gary Hayes CCO, MUVEDesign & StoryLabs

Akihiko Tokuhisa CTO, Digital Advertising Consortium Inc. Moderator

Masataka Hosogane Executive Creative Director, Mobile Communication Development Department, Communication Design Center, DENTSU Inc.

Gary will be showing several of his Augmented Reality branding overview videos such as the recent Recognition – Business Opportunities but also one of three Location Based Augmented Reality Story developments in this space  called ‘Time Treasure” – a rudimentary, story rich LBARG (location based AR game?!) that MUVEDesign are currently story designing & coding for Android tablets. A hort 2 minute taster video embedded below…

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.

We will keep you updated in the next months of progress on this and the branded client games also in progress.

Jan 192009
 

A presentation I gave last month at the Online Networking and Business Collaboration conference. This is one of twenty or so I did on a similar topic (engaging with virtual world inhabitants and game players) through 2008. The presentation broadly looks at 4 key areas

  1. The Actual Audience – who they are, what their demo and psychographics are
  2. The Market – dominant players, investment, in world currency and evident holes in the marketplace
  3. Some key case studies – what has worked, how things could be improved and
  4. A little bit about branded entertainment futures and how Virtual worlds will be more ‘merged’ with TV, film and the 2D social web.

virtual_world_shopping_hayesCase studies included Best Buy, McDonalds, Nivea (Splinter Cell), MTV There, STA Travel, Fosters, Accenture, ABC, Intel, Jeep, Dodge, Habbo, Big Brother, Kelly Services, Gossip Girl, L Word, Football Superstars, Webkinz, Barbie Girls, Stardolls, BBC, blast theory,virtual office, club penguin, vside, little big planet, weblin, rocketon, imvu, ps3 home, second life (various including The Pond)
There are more presentations under the LAMP & Project Factory umbrella across social media, new form entertainment and virtual worlds at Gary’s slideshare account.

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