In addition, the company is not just the market leader in indexing both the digital and physical world (nearly 10,000 employees contribute to its mapping initiatives), but it is also the most successful digital software and services company outside of China. Venture Capitalist and elite media analyst Matthew Ball posits that the future is already here. It is difficult to pin down a conceptual potentiality in one tidy definition. A “virtual world” – Virtual worlds and games with AI driven characters have existed for decades, as have those populated with “real” humans in real time. 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. There may not be 100 players, but it’s still a battle royale. ... (wrote a proto-Metaverse piece a year earlier). Consider Fortnite’s 2019 Marshmello concert. In addition, it’s likely that, as with the web, a dozen or so platforms hold significant shares of user time, experiences, content, etc. Matthew Ball: The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fortnite. More broadly, the Metaverse stands to alter how we allocate and monetize modern resources. Ultimately, you’ll find many of the same items in the offices of Big Tech CEOs. ‎Show Invest Like the Best, Ep Matt Ball - The Future of Media: Movies, the Metaverse, and More - 2020年8月4日 And for that matter, all of the prerequisites for building Facebook existed pre-Y2K, but Facebook didn't come along until 2005 – and even then, it was an accident. I always learn from the first's shortcomings Other companies, such as Genvid (a portfolio company), are building SDKs that allow anyone to build server-rendered experiences that millions can participate in together using livestreams with light client-side interactivity. I love that his default mode seems to be thinking about big picture and strategy. Ball recently sat down for a conversation with Zefr and Brand Storytelling where he expounded on his knowledge, research, and insight into the Metaverse … Apple, Google, Epic Games, and Unity are leading in different components or what will ultimately culminate in the Metaverse. Consider the real world. In addition, these companies are incredibly resistant to cross-integrating their systems or sharing their data. Such moves might raise the overall value of the “digital economy”, but also weakens their hyper-valuable network effects and makes it easier for a user to move their digital lives elsewhere. “Esports and the Dangers of Serving at the Pleasure of a King” – thoughtful piece by Matthew Ball on the issues that may hinder esports growth. Although the Metaverse has the potential to succeed the Internet as a computing platform, its underlying development process is likely to share little in common with its antecedent. Macquarie Upgrades Roku The only trouble is that nobody shares the exact same idea of what the Metaverse is. 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. 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. At the same time, Valve’s engine, Source, has seen limited adoption, and unlike Epic, it does not seem to be corralled around uniting its capabilities and assets to create the Metaverse. Democratization of … But in general, Ball said, the Metaverse we think will be a persistent, synchronous, live, living universe that affords each of us an individual sense of presence, a sense of … This is compounded by Apple refusing to allow service bundles, which will be essential to the existence of the Metaverse. At a foundational level, the technology simply does not yet exist for there to be hundreds, let alone millions of people participating in a shared, synchronous experience. Still, it’s often impossible to predict how they’ll fall into place, which features matter more or less, what sort of governance models or competitive dynamics will drive them, or what new experiences will be produced. 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. Microsoft is a good example. And it won’t directly come into existence; there will be no clean “Before Metaverse” and “After Metaverse”. Also, that is indeed my Fortnite outfit at the top. In addition, the company is investing heavily into AR devices and “connective tissue” that will aid the Metaverse (e.g. A “digital and virtual economy” – These, too, already exist. Thus, any market opportunity central to the strategies of the world’s tech giants — like health and wellness — is de facto on the Metaverse roadmap. And there are many reasons why. non-engine or advertising) services have not been widely adopted. Because there’s one thing that can be said for sure about the future: it’s on its way. As these large companies continue to scale, go digital, and integrate into greater technology and introduce social commerce functions, there’s more opportunity for major interconnectivity and interoperability. I’m really happy to be here and excited to talk about the topic. A “game” – Fortnite has many elements of the Metaverse. Today, the digital world basically acts as though it were a mall where though every store used its own currency, required proprietary ID cards, had proprietary units of measurement for things like shoes or calories, and different dress codes, etc. The Metaverse isn’t about scaling what we have, it’s about connecting everything we have together. The company also owns a reported 40% of Epic Games. The Internet is a wide set of protocols, technology, tubes and languages, plus access devices and content and communication experiences atop them. And then last but not least, Matthew Ball. Big brands are entering categories that would have been unimaginable 10 years ago - developing products that nobody could have predicted. The Metaverse is a bet that not only will our lives be increasingly online, but our existence and jobs will be too. That kind of cultural power suggests the awesome potential of “Fortnite” to become something much larger than it is, like a metaverse, says Matthew Ball, a digital-media analyst. 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). But in the game, as with real life, you can’t just “build” a 10MM person city. Media analyst Matthew Ball made the comparison back in March and the latest record-breaking event on Fortnite gives credence to that. This engine is used by more than half of mobile games and is even more widely deployed in real-world rendering/simulation use cases (e.g. Universe of virtual worlds that are all interconnected. Offer unprecedented interoperability of data, digital items/assets, content, and so on across each of these experiences – your “Counter-Strike” gun skin, for example, could also be used to decorate a gun in Fortnite, or be gifted to a friend on/through Facebook. But it’s Epic Games, with Fortnite, that has the most viable path forward in terms of creating the Metaverse, according to an essay by venture capitalist and former Amazon executive Matthew Ball. This was in part because few in private business understood the commercial potential of a World Wide Web, but it was also true that these groups were essentially the only entities with the computational talent, resources, and ambitions to build it. However, it’s helpful to think of three core elements that need to come into place. (16:20) Matthew Ball updates our understanding of the metaverse. If it was a “fast-twitch” game such as Rocket League or Call of Duty, these slowdowns would have been unplayable. and third-party commerce platforms (e.g. 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). Inspiration for several characteristics of the Metaverse was taken from Matthew Ball's article: The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fornite. Even if the Metaverse falls short of the fantastical visions captured by science fiction authors, it is likely to produce trillions in value as a new computing platform or content medium. The tens of billions that will be spent on cloud gaming over the next decade, too, is based on the belief that such technologies will underpin our online-offline future. 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. Sense of presence in a digital world doesn’t make a Metaverse. “That doesn’t require any belief in the multiverse or the Metaverse … This sort of thing hasn’t really happened before. The Metaverse isn’t about scaling what we have, it’s about connecting everything we have together. 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. Valve’s Steam is orders larger than the Epic Games Store in terms of users, revenue, and playtime. Matthew Ball & Jacob Navok 5/18/20 Matthew Ball & Jacob Navok 5/18/20. Appropriately, he starts by putting all of it in context, reminding us of the memex-hypertext-web evolution, which took decades to come to fruition. Just imagine, for example, if credit card fees weren’t 0.5-2.5% but up to 60-20x as much; whole sectors of the physical economy wouldn’t be able to operate (such as a coffee shop or grocery store). 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. The similarly named Singularity6 is building a virtual world that, unlike Fortnite, is intended to develop into a Metaverse from day one. It will have a fully functioning economy and span the physical and digital worlds. Although the full vision for the Metaverse remains hard to define, seemingly fantastical, and decades away, the pieces have started to feel very real. To this end, these experiences neither need to be, nor are they, exactly live. A number of companies are working hard to solve this problem, such as the aptly named Improbable. If you “declared” your intent to start a Metaverse, these parties would never embrace interoperability or entrust their IP. ‎My guest today, Matthew Ball, is a long time coming. Matthew Ball: The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fortnite. President Eisenhower said it about the military-industrial complex. Technology frequently produces surprises that nobody predicts. To this end, part of the reason that the battle royale genre is only recently popular in video games now is because it’s only recently possible to play live with so many other users. Meetings are taking place in online spaces. “As we build up these platforms toward the Metaverse, if these platforms are locked down and controlled by these proprietary companies, they are going to have far more power over our lives, our private data, and our private interactions with other people than any platform in previous history,” Sweeney said in May 2017. If Disney so chooses, audiences could freely investigate much of these sets — most of the environment and assets already exist. If other companies follow suit, they will collectively help create the possibility for interconnectivity amongst all things. The acquisition of media conglomerate Time Warner by landline internet giant AOL was set in 2000 based on the idea media and tech/distribution needed to converge, but was unwound in 2009 after it failed to produce much benefit. Matthew Ball - The Future of Media: Movies, the Metaverse, and More Matthew Ball is the Managing Partner of Epyllion Industries and the former head of strategy at Amazon Studios. We [won’t] share it, sell it, or broker access to it for advertising like so many other companies do.”. As with Facebook, the Metaverse needs to be “populated”, rather than just “populable”, and this population must then fill in this digital world with things to do and content to consume. Tencent owns that on-ramp, and the titles that will keep people engaged and immersed in early versions of the Metaverse. The expressions that will come out of the capabilities we are headed toward are unknown and exciting. Teenagers in the 1970s to 2010s would come home and spend three hours talking on the phone. To use a meta analogy for the Metaverse, consider SimCity. 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. Over time, each option is likely to become more capable, easier to use and integrated. Patrick O’Shaughnessy’s conversation with Matthew Ball (read his excellent essays) is quite dense with insights on all types of medias and the coming metaverse. It may very well be similar in the Metaverse, although one of the theories on the Metaverse is that there will be a unified identity, which is why companies like Apple and Epic Games are fighting for control of being the de facto identity federator. We believe that a new era of media and marketing is rapidly emerging, one empowered by technology and driven by creative storytelling. Although Facebook CEO Mark Zuckerberg has not explicitly declared his intent to develop and own the Metaverse, his obsession with it seems fairly clear. Politicians are communicating their message within video games. That is what the Metaverse looks like beyond gaming. To this end, there is also a myriad of start-ups trying to build early, proto-Metaverse styled experiences. Fortnite is a game. It will expand to spatial computing, AR wearables, and other devices that will enable a level of creativity and interconnectivity that we’ve never seen before. -Matthew Ball Imagine 12 million concurrent users charged $1 each to attend. Matt Ball - The Future of Media: Movies, the Metaverse, and More - [Invest Like the Best, EP.185] By Patrick O'Shaughnessy. While this lacks several of the key attributes of the Metaverse today, such as individual “presence”, it begins amassing enormous volumes of “players” into fully shared virtual environments that aren’t currently possible via cloud or locally-rendered gaming. 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. 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). Many of these companies are scaling to great heights, meaning that nothing is precluding their advancement. The company was/is focused not on VFX engineers or game designers, but on offering intuitive, icon-based software that enables “architecture, construction, urban planning and landscaping professionals” to produce realistic, immersive digital environments based in Unreal “in seconds”. Patrick O'Shaughnessy (00:01:42): My guest today, Matthew Ball, is a long time coming. They pose a grave threat to our democracy.” As “founder and controlling shareholder of Epic”, Sweeney “would never allow” Epic to “share user data…with any other company. Matthew Ball He is also a Venture Partner at Makers Fund. In addition, platforms such as Amazon’s Mechanical Turk, as well as technologies such as Bitcoin, are based around the hiring of individuals/businesses/computational power to perform virtual and digital tasks. However, it has rapidly expanded into creating all new games and experience using Fortnite’s engine, assets, and aesthetics. 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. The Metaverse will require an even broader, more complex, and resilient set of S&Ps. Concerts have gone digital with virtual reproduction. -Metaverse Masterclass: Matthew Ball Interview. As a result, it’s important to consider how the Metaverse emerges, not just around which technological standard. The Metaverse by premise expects and requires multiple winners. This means thousands of games already operate on its “stack” of tools and software (to simplify things), making it easier to share assets, integrate experiences, and share user profiles. However, Epic Games Founder/CEO Tim Sweeney has been vocal about the fact that today’s standard 30% commissions for digital content sales (e.g. Read More. The Internet as we experience it today works because of standards and protocols for visual presentation, file loading, communications, graphics, data, and so forth. Similarly, a car designed for Rocket League (or even for Porsche’s website) could be brought over to work in Roblox. And while director Jon Favreau produced Disney’s The Mandalorian in Unreal, he also produced and shot the photo realistic Lion King in Unity. The standard process is much messier and organic, with meetings and opinions changing on an ad hoc basis. This isn’t a “meta” (Greek for “beyond”) universe, just a synthetic and fictional one designed for a single purpose (a game). Inspiration for several characteristics of the Metaverse was taken from Matthew Ball's article: The Metaverse: What It Is, Where to Find it, Who Will Build It, and Fornite. This can be as small as digital outfits (“skins”) or dances (“emotes”). All of this, too, diminishes Epic’s reliance upon Fortnite when it comes to building the Metaverse. By the time Netflix launched its streaming service, much of Hollywood knew that the future of television was online (IP TV had been deployed in the late 1999s). This doesn’t mean there isn’t an overall business here – and operating a storefront will doubtlessly help build the Metaverse – but Sweeney’s efforts seem much broader. Fortnite began as a game, but it quickly evolved into a social square. Interoperability is at its core. All digital content should be living, after all. Magic Leap seems to believe that by owning the hardware layer, it can be the core driver of the Metaverse (Snow Crash author Neal Stephenson is the company’s Chief Futurist). But even here, there’s no consensus around exactly how this would work, nor the degree of decentralization required. After all, it was designed to share files from one computer to another. It also operates the most used operating system on earth (Android), as well as the most open of the major consumer computing platforms. A “virtual space” – Digital content experiences like Second Life are often seen as “proto-Metaverses” because they (A) lack game-like goals or skill systems; (B) are virtual hangouts that persist; (C) offer nearly synchronous content updates; and (D) have real humans represented by digital avatars. server nodes). 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. And if the Metaverse does indeed serve as a functional “successor” to the web — only this time with even greater reach, time spent, and more commercial activity — there’s likely to be even more economic upside. Now they talk to their friends on Fortnite, but not about Fortnite . Fortnite is too valuable a platform. A cool note is the emergence of CGI-tech that "de-ages" the actors so they can play themselves in the younger years. In addition, the company already has hundreds of millions of credit cards, the largest share of ecommerce globally (ex-China), is the world’s largest cloud vendor, operates numerous different consumer media experiences (video, music, ebooks, audiobooks, video game broadcasting, etc.) 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. Matthew Ball is a strategist, essayist, venture investor, and worked as head of strategy at Amazon Studios. If brands fund good content and people watch it, or sponsor the funding of content by creators, brands stand the best chance of benefiting from inbound marketing and brand lift. It’s also available free to any engine, any platform, and any game. ‎Show Invest Like the Best, Ep Matt Ball - The Future of Media: Movies, the Metaverse, and More - 4 Aug 2020 Furthermore, Fortnite is rapidly becoming a medium through which other brands, IP, and stories express themselves. The Metaverse is Coming Join Philip Rosedale of High Fidelity, Matthew Ball of Epyllion Industries, Raph Koster of Playable Worlds, Frederic Descamps of Manticore … He openly implores Google and Apple, which generate several thousand times the revenue of Epic’s fledgling store, to match Epic’s rates. My guest today, Matthew Ball, is a long time coming. Host: Patrick O’Shaughnessy (@patrick_oshag) Books Mentioned. In this excellent analysis by Matthew Ball, he identifies “core attributes” of what a MV would look like, and what it … What is the internet? The most common conceptions of the Metaverse stem from science fiction. A “new UGC platform” - The Metaverse is not just another YouTube or Facebook-like platform in which countless individuals can “create”, “share”, and “monetize” content, and where the most popular content represents only the tiniest share of overall consumption. To operate, the Metaverse requires something more akin to video conferencing and video games. Minecraft and Roblox, for example, both boast more than 100MM monthly users (Fortnite probably has fewer) and have also been able to mash up various intellectual properties (such as Marvel and DC). Key Takeaway from Matthew Ball’s Metaverse: The Metaverse will transform the modern economy and represents a next-generation opportunity akin … Ubiquity6, as an example, hopes to use millions of individual content creators to “map” the real world then build smartphone/AR/VR-accessible digital experiences atop these maps. More importantly, Founder/CEO Jeff Bezos feels very strongly about underlying infrastructure plays. 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