A presentation given by Gary Hayes the Director of Australia's Laboratory for Advanced Media Production at a seminar at the Museum of Sydney on 17 May 2006. THE MIXED REALITY PERFECT STORM “I think we are really approaching a perfect storm, a mixed reality perfect storm, because we are seeing several things happening. The first one is a long history of games based on TV and films, the foundations are already there. Another force creating this storm is virtual worlds, particularly the exponential growth of customisable ones and more importantly external integration into them. The third force is audience behaviour. They are involved in far more simultaneous activity particularly between broadband web and TV. The fourth element to this perfect storm is actually what is happening to TV and film, especially live reality TV becoming more game like and film becoming fantasy based. All of these forces together are creating a really potent mix” Gary Hayes 17 May 2007 Gary looks at the four forces that are coming together to create perfect conditions for this hybrid form of entertainment. He looks back 10 years at early inhabited TV 3D world experiments when he was an innovation producer at the BBC and then forward to the latest cross-over services where TV properties become virtual and where the virtual world appears inside traditional forms. He looks at virtual worlds such as there.com, second life, PS3 Home, Habbo Hotel, Neopets etc: and how properties such as Big Brother, Laguna Beach, The Hills, Pimp My Ride and a range of consumer brands that are creating engaging and immersive hybrid entertainment.

1. WELCOME TO MIXED REALITY
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

2. WELCOME TO MIXED REALITY
“Welcome to
Mixed Reality”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

3. x
WELCOME TO MIXED REALITY
What is Mixed Reality?
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

4. WELCOME TO MIXED REALITY
What is Mixed Reality?
“Mixed Reality is the merging of real world and virtual worlds
to produce new environments where physical and digital
objects can co-exist and interact in real-time.” Wikipedia
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

5. WELCOME TO MIXED REALITY
What is Inhabited TV?
”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that
on-line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996
The experiment ran in parallel to the
BBC television series The Net. After
each TV program, its viewers were
invited to become inhabitants in a
virtual world whose design mirrored
its theme and where they could
engage in various events such as
debates between performers (e.g.,
between the author Douglas Adams
and BT’s Peter Cochrane) and
playing with interactive objects (e.g.,
a bouncy castle). Over 2300 people
registered to become inhabitants of
The Mirror.
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

6. WELCOME TO MIXED REALITY
Inhabited TV, Mixed Reality
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

7. WELCOME TO MIXED REALITY
THE ‘MIXED REALITY’ PERFECT STORM
3 Audience Behaviour
4 TV & Film
‘real time, simultaneous
‘live reality TV becoming
game-like & fantasy’ 1 Games of TV/Film bband web & TV”
‘foundations set
& learning”
2 Virtual Worlds (customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

8. WELCOME TO MIXED REALITY
1 Games of TV/Film
‘foundations set
& learning”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

9. WELCOME TO MIXED REALITY
1 Games of TV/Film
‘foundations set
& learning”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

10. WELCOME TO MIXED REALITY
1 Games of TV/Film
‘foundations set
& learning”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

11. WELCOME TO MIXED REALITY
1 Games of TV/Film
‘foundations set
& learning”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

12. WELCOME TO MIXED REALITY
1 Games of TV/Film
‘foundations set
& learning”
NEW FORMS OF ADVERTISING - GAMES
quot;eMarketer projects that $295 million of the 2007 total will be spent on in-game
advertising and that spending on advergaming (the creation of games for the
purpose of promoting a brand) will reach $207 million.
By 2011, advergaming will climb to $344 million in 2011, in-game advertising will
reaching a total of $625 million that year.quot;
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

13. WELCOME TO MIXED REALITY
2 Virtual Worlds (customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

14. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Dawning of a New Medium
Gartner Says 80 Percent of Active Internet Users Will Have A ``Second Life''
in the Virtual World by the End of 2011 - report from 24 April 2007
“The collaborative and community-
related aspects of these environments
will dominate in the future, and
significant transaction-based
commercial opportunities will be limited
to niche areas, which have yet to be
clearly identified, however, the majority
of active Internet users and major
enterprises will find value in participating
in this area in the coming years.”
Steve Prentice, vice president and
distinguished analyst at Gartner
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

15. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

16. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

17. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

18. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

19. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Mattel Launches Barbie Girls quot;the first global online virtual world exclusively for girlsquot;.
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

20. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

21. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

22. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

23. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

24. WELCOME TO Worlds REALITY
2 Virtual MIXED
(customisable)
‘exponential growth
and external integration’
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

25. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

26. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

27. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
Residents are Co-Creating
Second Life Stats Mix
Demographic
The average age is 33 - women are 43% who spend
60% of all time inworld
Those over 60 years old spend 30% more time in
Second Life than 30s.
Usage
Per day 200 000 unique log-ins each spending and av
of 4 hours each
55 percent watch less television since becoming
active in Second Life.
Global
31% are from the USA, 48% Europe and 21% rest of
the world.
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

28. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
Inhabitants are being social not passive
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

29. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
Worldwide Brand Statistics Second Life
BigPond
Pontiac
ABC TV Australia
Microsoft
Nissan
Mercedes-Benz
BigPond
13819
IBM
Pontiac
NetG Training
11447
MTVN
ABC Australia
10807
PA Consulting Group
Microsoft
7115
Starwood Hotels
Showtime (L Word)
Nissan
6314
The Weather Channel
Mercedes-Benz
6056
NBC Universal
Adidas Reebok
IBM
4165
Samsung
Mazda
Figures based on more than
Sony Ericsson 5min dwell and proportion of
time inworld that day. 14 May
Sony BMG
Toyota
Dell
ABN AMRO
BMW
AOL
Reuters
0 3,750 7,500 11,250 15,000
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

30. WELCOME TO MIXED REALITY
3 Audience Behaviour
‘real time, simultaneous
bband web & TV”
World of
Brands
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

31. WELCOME TO MIXED REALITY
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

32. WELCOME TO MIXED REALITY
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com

33. WELCOME TO MIXED REALITY
Thank You - questions later!
More info: www.personalizemedia.com
Gary Hayes, Director LAMP @ AFTRS & Head of MUVE, The Project Factory
gary.hayes@aftrs.edu.au lamp.edu.au - blog www.personalizemedia.com