ARGfest 2012

ARGFest 2012 Toronto 27th Jul 2012

Robert Pratten CEO & Founder, Transmedia Storyteller Ltd

@robpratten

Future Storyworlds: Building a Pervasive Entertainment Platform

Robert Pratten CEO & Founder, Transmedia Storyteller Ltd

Transmedia Storyteller Ltd “be remarkable”

transmedia production tool to deliver personalized, cross-platform experiences that drive conversation and

engagement. It's cheaper, faster, scalable & manageable and there's no coding.

Transmedia storytelling

Narrative Gaming

Social Networking

Participation, Conversation

Rewards Levels Collaboration Competition

Characters Plot Events Things

Future Storyworlds

“the active creation of belief”

Henry Jenkins appropriated

“suspend disbelief”

Alternate Alternative Reality Game

Code Runner

Consumer Recreation Services

X10 home automation

Perceptive Media (BBC R&D)

Domino

In Real Life Shooter

Patient 0

Patient 0

http://www.pozible.com

http://irlshooter.com/

Alternate Reality Game

Alternate Reality Game

Conducttr – Under the Hood

Control Layer

Content Layer

Real World

Conducttr: Pervasive Entertainment Platform

Broadcast & reply emails, Tweets, SMS Publish blog posts, videos, images, Facebook updates

Events – when “stuff” should happen Actions – personalization of experience

Audience

Under The Hood - Audience

Individual

Audience

Community

Audience is viewed as: • individual (just you) • community (everyone) • group (segments of everyone)

Individual Everyone Groups

Audience variables

Contact Details

Groups

Custom Fields

Email Twitter Mobile

Language? Level? Trait?

Health? Stamina? Power

Community-level personalization

Individual –level personalization

NB: Custom Fields also available for other entities such as Characters and Touchpoints

Lowlifes 2.0

Alien encounter readiness (SMS)

TEST your readiness for alien encounters! Reply TEST to answer two questions that will reveal more about yourself than you knew!

– Q1: You suffer an alien abduction but are returned to Earth. What do you do? Reply keep SECRET or GO PUBLIC

– Q2: You find yourself impregnated with an an alien child. What do you do? Reply give BIRTH or KILL it.

(575) 208 5005

Results create personalize experience

You are a PERFECT HOST for alien explorers. Your willingness to

keep an alien lovechild and tell nobody has been noted and will

be rewarded.

You are an EXHIBITIONIST who seeks celebrity in two solar

systems. We are wary of you but we may use you if it suits our

cause.

You are a SILENT RECLUSE. You crave alien attention but are

afraid to show your affection.

You are an EARTH WARRIOR - ready to make a stand against alien invasion and exploration.

You are not to be trusted.

SECRET PUBLIC

BIRTH

KILL

Engagement Goal: delight each individual with personalized, surprising, evolving content

community-driven story evolution

Control Layer

Content Layer call to action

action

personalization

Real World community action

Individual

Audience call to action

Community

Conducttr

Welcome to our Worlds

Invite the world into your World

Trailer or Website

Description

Date & time information

The platforms the World lives on

Connected experience

Audience

Your Story/Experience Native cross-platform experience written without code to run from the cloud on social networks (and on other sites such as tablet apps, social games, consoles, forums etc. via Conducttr API with coding)

XP, Progress & Achievements

Metrics

• Marketing budget = $0

• Production budget = $500

• Total Net Kindle Revenue (2011) = $1748

• Total shipments on Kindle Jan 1st to Dec 31st 2011 = 972 (retail price at Amazon.com $2.94)

• Number of people connecting to Lauren Ortega on email = 83 = 9% of total sales

• Video views of Episode 1 (Jan 1st to Dec 31st 2011) = 4727

Sales vs Social Media (Lowlifes)

Nb: “video views” used as simple proxy for trend of social media activity. Wasn’t the sole activity also included email, Twitter, Facebook etc.

Sales vs Social Media (Lowlifes)

Tipping point

Empower advocates

“Big on Facebook/Twitter/LinkedIn”

Work in Progress…

Participation = ability of audience to change or contribute to the story-experience Gaming = audience has goal, use of puzzles, game mechanics (trophies, levels, leader boards etc.)

Story = importance of narrative, depth of world & degree of authorial control Real-world = extent to which story-experience pervades real locations & times, real people & events

Story (strength, depth & authorial

control)

Gaming (goals, puzzles, challenges, trophies)

Co-creation (contribute, change, co-create)

Real-world

(pervasive, built around fact)

Mask of the Red Death Online

Psychophol experience

Wastelander experience

Web series

Tarot Cards

Real World

Event: Festival Screening

Mobile app

DVD release

Story

Gaming Co-creation

Real-world

Feature film

Audience participation opportunities

What will the audience do? How will they be engaged?

Companion Actor

Outsider Observer

THINK

FEEL

DO

Moral dilemmas, meaningful choices

Role-play, provide building blocks

Reflection, consideration Exploring, discovering

Participation for MskRD

Companion Actor

Outsider Observer

THINK

FEEL

DO

Wastelander experience

Psychophol experience

Tarot Cards

Web Series

The 22ers

Tarot cards for MskRD

Mask of the Red Death

www.psychophol.com

Transmedia Storyteller Ltd http://tstoryteller.com

USA: +1 415 287 4150

Europe: +44 207 193 4567