It's more than a little ironic that Ananova (the virtual
newscaster who gets fan mail from real male admirers) recently
reported that an Australian has patented a flexible mannequin whose
built-in motors and, um, parts allow people to have sex over the
Internet. Considering we can already smell and taste through our
computers (think DigiScents and TriSenx), hasn't the intimacy
between man and machine gotten a little out of hand?
Many consumers think so. Reality TV (Survivor, Big
Brother, et al.) struck a chord with the masses, and
anti-virtual sentiment now extends far beyond the networks.
Ordinary people are logging off their computers and doing
extraordinary things—re-enacting famous battles, hiding out
on the streets of New York City, venturing into the wilderness.
Entrepreneurs should take note: Reality-based entertainment and
adventure is finding a sizable market niche.
"A lot of people are looking for adventure away from their
computers," says Jeremy Irish, 28, founder of Bellevue,
Washington-based Grounded Inc. and site manager of Geocaching.com.
"We get the computer geeks out there hiking. I'm one of
them. I once spent 17 hours straight in a multi-user dungeon.
Geocaching is similar, except it's real."
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One of the forerunners blending virtual and reality, Geocaching
sends players in search of hidden "caches," which the
company tracks using GPS (Global Positioning System) devices and
records the exact coordinates of on its Web site. "People are
heading out to places they'd never normally go," says
Irish.
Geocachers each take one item from the cache—typically
Tupperware containers filled with random goodies, such as maps,
toys or tools—then replace it with something of their own.
They can also write entries into a logbook that stays with the
cache.
"We get some interesting people: outdoorsmen, computer
geeks, guntoting libertarians, families with kids," says
Irish. "I like the idea of fostering a community of people who
wouldn't normally interact with each other."
Irish started Geocaching as a hobby in July 2000, thinking the
game had a limited audience. But the site had more than 4,500
registered members at press time, not including the thousands of
unregistered ones who get coordinates from the site every day.
"Adventure games are going to become more pervasive in our
society," contends Irish. "The Internet's gotten a
little too big, and people are looking for real experiences."
The response to Geocaching has Irish pondering the entrepreneurial
possibilities. "It's a hobby and a game right now,"
he says. "But I'm trying to put these ideas into a real
business plan. That's where I want to take it."
While most geocaching occurs in the countryside, similar
adventure games are being played in major cities. Hide/Seek/NYC
involved three "fugitives" trying to escape capture on
New York City streets for 11 days starting November 29, 2000.
Fugitives and hunters were awarded cash prizes for their efforts,
while a worldwide audience followed the event via updates on the
company's Web site.
"With the popularity of reality television, reality games
will continue to succeed," says Mike Basta, executive producer
of Hide/Seek/NYC for SiteSherpa, the Web navigation company that
staged the event. "On Survivor or Big Brother,
viewers enjoy the show vicariously. Here they get to be part of
it."
Like Geocaching, being "part of" Hide/Seek/NYC
involved the Internet. "The combination of the Internet and
reality was the key," says Basta. "Viewers who were
unable to hit the streets to catch the fugitives were addicted to
following the proceedings online." A second Hide/Seek is
planned for summer 2001.
Many of these games rely on information from the Internet to
play the real-life game. One example of this fusion is Majestic,
the suspense-thriller game where players get information from real
sources to uncover fictitious conspiracies. Players use a variety
of communication devices (instant messaging, fax, e-mail) to
uncover clues and share ideas with other players. "We put
players at the center of their own suspense thriller," says
Neil Young, 31, the game's co-creator. "We fuse fiction
with reality. The story doesn't just live in TV or the
computer. It connects with [consumers]."
Young believes reality-based entertainment will have a longer
shelf life than virtual sensory experience. "I can't
imagine a broad audience being comfortable sniffing their
computer," he says. "Entertainment that blurs the lines
between fiction and a real experience is more compelling."
Consumers will ultimately decide if the "reality trend"
is sustainable. But one thing appears certain: Our innate need for
real experiences will outlast the fads of virtual smell, taste and
touch. Entrepreneurs who recognize this won't just come up
smelling like (virtual) roses; they'll have a real business to
grow for years to come.