your iPhone is based around an iOS account, then you might log into an app using your Facebook ID, which itself is your Gmail account). A “virtual theme park or Disneyland” – Not only will the “attractions” be infinite, they will be not be centrally “designed” or programmed like Disneyland, nor will they all be about fun or entertainment. These problems get solved naturally over time or diffuse, so the focus for brands should be to recognize that today’s “growth hack” will be tomorrow’s mainstream competition. ‎My guest today, Matthew Ball, is a long time coming. Meetings are taking place in online spaces. But in the game, as with real life, you can’t just “build” a 10MM person city. CHAPTER 4: WHO ELSE CAN BUILD THE METAVERSE? Here’s a look at Ball’s musings on what the Metaverse really is, why it matters, what it’s going to take to build, who’s trying to build it, and what that means for your business. As a result, a friend with Call of Duty on PlayStation could never play with their friend with Call of Duty on Xbox, even though both Sony and Microsoft knew they wanted to. Pioneers in virtual worlds met up at GamesBeat 2020 to talk about the promise of the Metaverse and what it will take to get there. The best example of Fortnite’s potential is demonstrated by its ability to persuade many supposed competitors into cooperation (or early “interoperability”) with one another. All digital content should be living, after all. Another idea relates to the fundamental communications architecture of the Metaverse. While it's convenient to think of a single lead company or experience ushering in the Metaverse, the process itself will really be led through a Cambrian explosion of different “things” coming together (not that there can’t be a leader or big winner). A “new app store” – No one needs another way to open apps, nor would doing so “in VR” (as an example) unlock/enable the sorts of value supposed by a successor Internet. And as always with this sort of change, its arc is as long and unpredictable as its end state is lucrative. And if/when Eve Online did get to battles involving hundreds of users, the system slowed to a crawl. While many technologists imagined some sort of “personal computer”, its attributes and timing were so unpredictable that Microsoft dominated the PC era that began in the 1990s rather than the mainframe domineer IBM. Here, a player loads their avatar — one specific to them and which is used in all Fortnite-related experiences — and lands in a game-like lobby and can choose from thousands of “doors” (i.e. The company also owns a reported 40% of Epic Games. He’s the former head of strategy at Amazon Studios, an investor, and probably my favorite business essayist writing today. In 1945 Vannevar Bush described what he-called the “Memex”, a single device that would store all books, records and communications, and mechanically link them together by association. CHAPTER 2: WHY DOES THE METAVERSE MATTER? Past Beach Reads have gone in-depth on the metaverse, largely thanks to the work of Matthew Ball. Consider Fortnite’s 2019 Marshmello concert. A “game” – Fortnite has many elements of the Metaverse. A simpler way to think about it is to think about HTML - the building blocks that make the internet do what we understand it to do. Few consumers were clamoring for greater fragmentation of digital content, and most were reasonably happy with market leader Steam. Ultimately, too much of the Metaverse remains unclear for us to have strong convictions on who will lead it or how they’ll get us there. I always learn from the first's shortcomings Sitting at a keyboard, locked in position for hours and focusing on a fixed screen is a recipe for a range of physical complaints, from sore necks to tingling hands. It is also the driver behind Facebook’s purchase of Oculus VR and its newly announced Horizon virtual world/meeting space, among many, many other projects, such as AR glasses and brain-to-machine communications. Epic Games Primer (Pts II+III): Epic Games Store & Epic Games Publishing ... How esports, cross-play, the Metaverse and more will forever be affected by an ‘IRL’ virus. Venture Capitalist and elite media analyst Matthew Ball posits that the future is already here. In The Metaverse, Matthew Ball says the Metaverse will be an always-on, real-time world in which an unlimited number of people can participate at the same time. Reframing your view of today’s landscape now and recognizing these disparate forays into new tech-driven experiences not as disparate, but as ingredients on a collision course to the birth of the Metaverse, may be the very thing that will position you and your business to be prepared for it when it comes. The Metaverse will require an even broader, more complex, and resilient set of S&Ps. In this excellent analysis by Matthew Ball, he identifies “core attributes” of what a MV would look like, and what it is not. The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fortnite | Matthew Ball; Metaverse is the alternate digital realities where people work, play, and socialize. This will be enormously difficult and take decades. ‎Show Invest Like the Best, Ep Matt Ball - The Future of Media: Movies, the Metaverse, and More - 2020年8月4日 If Epic has a viable path to the Metaverse, Valve must too. More broadly, the Metaverse stands to alter how we allocate and monetize modern resources. Key Takeaway from Matthew Ball’s Metaverse: The Metaverse will transform the modern economy and represents a next-generation opportunity akin to when the internet was first embraced by investors and consumers around the world. To use a meta analogy for the Metaverse, consider SimCity. Key Takeaway from Matthew Ball’s Metaverse: The Metaverse will transform the modern economy and represents a next-generation opportunity akin … The same can be said for defining the Metaverse. ... Genvid is helping put the “meta” in the Metaverse by creating the most advanced interactive streaming technology in the world. As a former Amazon Studios executive and current venture capitalist, Matthew Ball is well versed on interactive media, including gaming and streaming video. What’s more, the importance of interoperability and live synchronous experiences means we’ll need to prune some existing standards and “standardize” around a smaller set per function. Experiences we’ve been collectively launched into as a circumstance of the global pandemic – zoom meetings, virtual concerts, shopping through Instagram, and more – are, disparate as they seem, moving on a path towards one another. ‎My guest today, Matthew Ball, is a long time coming. He openly implores Google and Apple, which generate several thousand times the revenue of Epic’s fledgling store, to match Epic’s rates. What’s more, these “games” are even more reliant on user-generated content and user-led experiences — there is no underlying game-like goal such as “winning” or “surviving” in Minecraft, the “game” is creation (which isn’t to say that users haven’t created many “games” with game-like goals). A “digital and virtual economy” – These, too, already exist. To this end, the Metaverse offers Microsoft the opportunity to reclaim the OS/hardware leadership it ceded during the handoff from PC to mobile. We believe that a new era of media and marketing is rapidly emerging, one empowered by technology and driven by creative storytelling. 80% of its revenue is actually via “Fulfilled by Amazon,” where the company sells, packages, and delivers products sold by other businesses, instead of Amazon buying and then selling the inventory directly (like most retailers). And then last but not least, Matthew Ball. And it won’t directly come into existence; there will be no clean “Before Metaverse” and “After Metaverse”. So while the Metaverse is not quite here, if we are considering incremental innovations to how you can create a game, how realistic the physics are, the simulations, the economy, all of those innovations are happening right now, Ball said. And this is smart. Venture capitalist and former Amazon executive Matthew Ball wrote this year “just as it was hard to envision in 1982 what the Internet of 2020 would be, we don’t really know how to describe the metaverse”. Fortnite is a game. If the 88%/12% store wars were a coin toss, here’s it goes: Heads, other stores don’t respond, so Epic Games Store wins and all developers win. Instead, they talk about school, movies, sports, news, boys, girls and more. Matthew Ball is the managing partner of Epyllion Industries, which operates a venture and corporate advisory arm, as well as a pre-seed/seed venture fund. This organic evolution can’t be overemphasized. Amazon is interesting in a few regards. Individual games such as World of Warcraft have long had functioning economies where real people trade virtual goods for real money, or perform virtual tasks in exchange for real money. It also operates the most used operating system on earth (Android), as well as the most open of the major consumer computing platforms. Despite several efforts to build a smartphone OS and deploy consumer hardware, Facebook remains the one FAAMG company stuck purely at the app/service layer. And while the web today is built on open standards, much of it is closed and proprietary. There are a few other ideas that may be core to the Metaverse, but are not widely agreed upon. So while the Metaverse is not quite here, if we are considering incremental innovations to how you can create a game, how realistic the physics are, the simulations, the economy, all of those innovations are happening right now, Ball said. However, building an open platform for creation — where everyone can access the full range of user data and device APIs — is antithetical to Apple’s ethos and business strategy. It is important to remember that the Metaverse is not static, and that getting involved may present some fear and/or challenges. What we see are brands taking a bold stride away from interruptive advertising towards content that provides value in the way of information and entertainment. This itself isn’t that unique — Microsoft spent $400MM acquiring PlayFab and millions more to support Xbox Live, while Amazon has bought both GameSparks and GameLift in order to sell services to game developers that need lots of servers and tools for their online games to work. The standard process is much messier and organic, with meetings and opinions changing on an ad hoc basis. All digital content should be living, after all. Columbia Venture Community is pleased to invite you to a virtual panel on the Metaverse, the next stage of the internet (and a key investment focus of Big Tech and beyond), with Matthew Ball and Jacob Navok. Apple is unlikely to drive or operate the underlying Metaverse. More importantly, Founder/CEO Jeff Bezos feels very strongly about underlying infrastructure plays. Ball is in the process of establishing a metaverse conference. For example, The Metaverse is not…. I also spend a great deal of my time advising startups and corporations predominantly in the media and interactive space. “Town squares” emerge organically around existing infrastructure and behaviors, to fulfill existing civilian and commercial needs. A cool note is the emergence of CGI-tech that "de-ages" the actors so they can play themselves in the younger years. Matthew Ball (OOO) @ballmatthew. This isn’t a “meta” (Greek for “beyond”) universe, just a synthetic and fictional one designed for a single purpose (a game). Gaming has gotten to such an advanced level when it comes to simulation and visualization that it is paving the way for the Metaverse. In this excellent analysis by Matthew Ball, he identifies “core attributes” of what a MV would look like, and what it … Accordingly, when you access content from another user, you’re really just pulling the latest information that Facebook is giving you. Valve’s Steam is orders larger than the Epic Games Store in terms of users, revenue, and playtime. The most common conceptions of the Metaverse stem from science fiction. Another increasingly important part of Epic’s offering is its “Online Services” suite, which allows developers to immediately support cross-play across Sony + Microsoft + Nintendo + PC + iOS + Android and leverage Epic’s account systems/social graph (which has 1.6B player connections). All Rights Reserved, This is a BETA experience. PS: This is obviously a very hard topic to nail down. And it would revolutionize not just the infrastructure layer of the digital world, but also much of the physical one, as well as all the services and platforms atop them, how they work, and what they sell. Just making a mall capable of fitting a hundred thousand people or a hundred shops doesn’t mean it attracts a single consumer or brand. More broadly, the two most dominant cases of the early Internet were instant messaging and email, and yet the importance of social apps/networks was still unexpected until the late 2000s. To this end, Epic acquired the company Twinmotion in April of last year. To this end, these experiences neither need to be, nor are they, exactly live. As more consumer spending shifts to virtual goods, services, and experiences, we’ll also see further shifts in where we live, the infrastructure that’s built, and who performs which tasks. Although some games with highest concurrencies have existed for more than twenty years, such as Second Life or Warcraft, they essentially spoofed the experience by “sharding” and splitting users into different “worlds” and servers. Be populated by “content” and “experiences” created and operated by an incredibly wide range of contributors, some of whom are independent individuals, while others might be informally organized groups or commercially-focused enterprises. We [won’t] share it, sell it, or broker access to it for advertising like so many other companies do.”. Because there’s one thing that can be said for sure about the future: it’s on its way. The challenge was timing and how to package such a service (it took another 10 years for Hollywood to accept all of their channels, genres and content needs to be collapsed into a single app/brand). Many also debate whether a true Metaverse can have a single operator (as is the case in Ready Player One). Universe of virtual worlds that are all interconnected. The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fortnite No.110. Nine years later, it was then bought by mobile internet giant AT&T under the same premise. None of this is true when it comes to the Metaverse. But this is an enormous computational challenge and one that fights against the underlying design/intent of the Internet. To this end, it’s hard to imagine any of the major technology companies to being “pushed out” by the Metaverse and/or lacking a major role. You can literally wear a Marvel character’s costume inside Gotham City, while interacting with those wearing legally licensed NFL uniforms. Matthew Ball (@ballmatthew) is the former head of strategy at Amazon Studies and an investor. And no one monetizes this data better at global scale than Google. Patrick O'Shaughnessy (00:01:42): My guest today, Matthew Ball, is a long time coming. This Protocol piece instead centers on another important "game," Roblox. There are billions of people on today’s Facebook, for example, but each user shares an individual connection with the Facebook server, not with any other user. Tails, competitors match us, we lose our revenue sharing advantage, and maybe other stores win, but all developers still win. And while something that sounds straight out of science fiction may leave you thinking that it has no bearing on today’s world, think again. If you “declared” your intent to start a Metaverse, these parties would never embrace interoperability or entrust their IP. (16:20) Matthew Ball updates our understanding of the metaverse. This is why it’s so important to Sweeney for his company to lead early efforts to establish the Metaverse — he fears who might instead. This is compounded by Apple refusing to allow service bundles, which will be essential to the existence of the Metaverse. The Internet as we experience it today works because of standards and protocols for visual presentation, file loading, communications, graphics, data, and so forth. Accordingly, the Metaverse is likely the only initiative that can unite all of Google’s sprawling investments to date, from edge computing on Stadia, to Project Fi, Google Street View, its extensive purchases of dark fiber, wearables, virtual assistants and more. “That doesn’t require any belief in the multiverse or the Metaverse per se,” he said. And while this “labor” is typically menial, repetitive, and limited to a few applications, the diversity and value of this “work” will grow as the Metaverse itself does. In addition, the distribution of engagement will have a very long tail. Microsoft is a good example. Matthew Ball is CEO of Epyllion Industries, a venture and corporate advisory firm, a Venture Partner at Makers Fund, and advisor to Telefilm Canada. Matthew Ball: The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fortnite. Read his latest on the past and future of Nintendo and you’ll see why. These experiences work because of persistent connections that update each other in real-time and with a degree of accuracy that other programs don’t generally need. To this end, there is also a myriad of start-ups trying to build early, proto-Metaverse styled experiences. This doesn’t mean turning Unity into a proprietary engine can’t be strategically smart. Matthew Ball (MB): I’m Matthew Ball, I’m a venture investor. Excellent analysis by Matthew Ball on the potential shape, components and players of a possible Metaverse. The popularity of video game broadcasting and YouTubers still elude many in the media industry, as does the idea that the best way to monetize content might be to give it away for free and charge for optional $0.99 items of no consequential value. This does happen from time to time (e.g. And while these sorts of experience are likely to be an aspect of the Metaverse, this conception is limited in the same way movies like Tron portrayed the Internet as a literal digital “information superhighway” of bits. This includes everything from simple treasure hunts, to immersive mash-ups of the Brothers Grimm with parkour culture, to a 10-hour sci-fi story that spans multiple dimensions and timelines. Most famously, this includes last year’s live Marshmello concert. And while the goal of Elon Musk’s private aerospace company, SpaceX, is to colonize mars, Bezos has been clear his goal with Blue Origin is to facilitate the buildout of space infrastructure similar to early web protocols and his AWS, so that “we could build gigantic chip factories in space and just send little bits down.” To this end, Amazon is likely to be more supportive of a truly “open” Metaverse than any other FAAMG company — it doesn’t need to control the UX or ID because it benefits from enormous increases in back-end infrastructure usage and digital transactions. At the same time, Epic is bringing far more than a plausible on-ramp to its efforts to build the Metaverse. There will still be a large role for open-source projects with non-corporate ethos — and they will attract some of the most interesting creative talent in the Metaverse — but there are only a few likely leaders in the early Metaverse. Also, that is indeed my Fortnite outfit at the top. If the Metaverse requires a broad interplay of assets, experiences, and common APIs, Unity will have a foundational role. None of this is true today (which doesn’t mean market share won’t shift, or that some companies, such as Epic, won’t surge to the forefront). A thread on my most-read essays of 2020 and my thoughts 3-11 months later. Ball recently sat down for a conversation with Zefr and Brand Storytelling where he expounded on his knowledge, research, and insight into the Metaverse and its many implications for brands and advertisers. #Fortnite #Future #Metaverse *** Discussed in this episode: "I’ve Never Played Fortnite, But Was Forced to Attend Travis Scott’s Fortnite Concert" ... April 26, 2020 - Matthew Ball The value of being a key participant, if not a driver, of such a system is self-evident – there is no “owner” of the Internet today, but nearly all of the leading Internet companies rank among the 10 most valuable public companies on earth. The company has hundreds of millions of federated user identities via Office 365 and LinkedIn, is the second largest cloud vendor in the world, has an extensive suite of work-related software and services that span all systems/platforms/infrastructure, clear technical experience in massive shared online content/operations, and a set of potential gateway experiences via Minecraft, Xbox + Xbox Live, and HoloLens. And there are many reasons why. In fact, Fortnite’s Creative Mode, already feels like a proto-Metaverse. Receive every essay via email; day of release, explicitly referenced in the opening moments, 10-hour sci-fi story that spans multiple dimensions and timelines, this means that there are now three ways to create in Unreal, which allows developers to monetize not just their games. But Fortnite as a social network and impossible-to-ignore cultural phenomenon, Ball says, provides Epic Games a key advantage for leading in the Metaverse race. However, they tend not to have high levels of concurrency: most video chat programs max out beyond a few people, and once you hit 50, you tend to need to “live stream” a broadcast to your viewers, rather than share a two-way connection. Venture Capitalist and elite media analyst Matthew Ball posits that the future is already here. 23 Dec 20. The Metaverse will be a place in which proper empires are invested in and built, and where these richly capitalized businesses can fully own a customer, control APIs/data, unit economics, etc. ‎Show Invest Like the Best, Ep Matt Ball - The Future of Media: Movies, the Metaverse, and More - 2020年8月4日 Companies like Facebook, Google, and Epic Games are already competing to edge each other out in a race to be first to the Metaverse mountaintop. Democratization of … It doesn’t have a store, a user account system, or a real direct-to-consumer experience. 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