Jun 142007

Guy Gadney© Guy Gadney 2007. The changes taking place across the industry and growth trends mean we are now creative melting pot where many things are starting to happen simultaneously.

The Presentation

The third of three podcasts from Guy Gadney, Tony Walsh and Gary Hayes recorded live at the at the AGL Theatre, Museum of Sydney (MoS) Thurs 17 May.

TV can I introduce you to Games?

Guy takes a broad look at the changes happening in creative media industries. The importance of broadband to enable virtual worlds and mixed reality services as well as integration to allow rich cross-media entities such as Alternate Reality Games. He looks at some commercial drivers for mixed reality spaces such as home finding, being able to virtually walk into models of physical spaces.

“This sort of programming is fascinating in that not only does the user interact with the story line but builds up their own profile online, matches them across the fictional story world which is being told across 24 to their real location in the US and then throws a community into the mix as well. And like a car cranking we start to get a sense of the beginnings of some quite exciting.”

Guy continues to look at the power of community as creators across mobiles, web and in TV and talks about CSI, 24, L Word (viewer generated script) and Desperate Housewives and the importance of relevant advertising. He looks at growing trends:

“it takes about 7 to 10 years for any new major technology, behavioural technology to filter through to mainstream. If we look at hardware that has come through PCs as they come up to 50%, the growth of DVD players and broadband as it starts to come through there is a linearity associated with that.”

He talks about the growth of gaming platforms, the generations that define them and how they are becoming more and more ubiquitous.

“What we are getting at the moment is all of this stuff coming at once and there is a reason for that I believe. Which is that it has actually been coming for quite some time and if you apply the rule of 7-10 years here is a grab bag of technologies that have come through. Chat, iRC chat was around 1988 now look at where we are with MSN messenger, that is mainstream. RPGs in a new media context started around 1988 as well and MMORPGs started around 1991. 3D browsers started to come through around 1994 with VRML as browser plugins. Mobile content and interactive TV also around 1996/7. Many of these failed first time around in about 1996. If you go mainstream with all of these, guess what they are all hitting about now.”

Guy finishes by talking about the relationship with the customers is about being much closer to them now and in real time and it changes the way we need to relate to them. A consistent narrative must work across commercial services as well as more story driven ARGs, a web experience must be linked to the fax or mobile experience.MP3 recording time 27:46 (10.1 MB) Click to listen

Presentation presented by LAMP @ AFTRS.


All LAMP podcasts are also published through the iTunes store.

Audio unedited. Text and processing by Gary Hayes


“Where Social Networks meet Games meet TV”

Which side of the wall are you on? TV and Film OR Games and Virtual Worlds? That wall is about to crumble. This is a wake up call to all entertainment producers and consumers to prepare for an almighty collision.

Audiences are already spending up to four times as much of their entertainment time in virtual spaces than they are watching TV. EA Games have just partnered with Endemol to produce TV shows inside virtual worlds, MTV Networks have virtual versions of their popular TV program Laguna Beach and there is a growing tide of shows from virtual worlds which mirror our experiences in the physical world.

This exciting afternoon seminar will examine a wide range of cross-over services that work between games, virtual worlds and linear TV. This seminar is intended for games creators, social network managers and film and TV producers looking to merge their entertainment worlds. It will also be of interest to designers of games that work across media in the physical world using mobiles, print, viral techniques, TV and the web.


* Tony Walsh (Emmy Award Winning Canadian Games Developer)
* Guy Gadney (General Manager PBL Digital Services & President AIMIA) and
* Gary Hayes (Director of LAMP and Head of MUVE at The Project Factory)

Guy Gadney

Guy GadneyGuy Gadney has been involved in new media since 1992, and produced his first interactive online story for Penguin Books in 1996. He produced and directed two others in the late nineties that tapped into the power of story-telling as a dialogue rather than a monologue. He produced and co-wrote the MMORPG Diaspora in 1998 with over 50 interwoven storylines which formed the basis of the interactive user-generated game.

He has worked at the BBC, FoxKids, FOXTEL, BigPond and is currently General Manager of Digital Services at PBL Media developing digital strategy for the group companies including ACP Magazines and Channel Nine. He is President of AIMIA, and is involved in a number of companies worldwide who specialise in virtual worlds and interactive narrative.

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