thanks for the comment Xikan. yup I think it's definitely harder for established players to innovate but as you've pointed out the proof is there in the form of market leaders who have... and as for billing rankings - I hear ya!

its a brave new world kiddo. a brave. new. world ;o)

hey there Tali3sin first up thanks for the comments - really appreciated... fortunately I'm not new to gaming - from Wonder Boy through Lara, Galaxy and ICO I've happily gamed my way through the last couple of decades ... I simply wanted to use AC:R Animus Edition to demonstrate the extent to which transmedia theory is now being played out in games but to the main point, whilst I agree that immersion won't be the solution for every brand in every situation, I do believe that its easier and more effective to craft passive communications from an immersive place, than it is take passive comms to an immersive place. my point was that the default is all to often passive. we can't add participation or pass-along designs and ambitions in at the end - they have to be 'baked-in' to our strategies and plans from the start. I wrote a while back about the need for schedules to accommodate the super-users and the passive massive... http://chrisstephenson.typepad.com/chrisstephenson/2009/07/a-new-lore-of-averages-what-clay-shirky-and-the-coney-island-mermaid-parade-can-teach-us-about-under.html I think this is as relevant here. I'm not arguing for consistent and continuous immersive experiences - that would get exhausting for everyone. but I do think we have to make starting from an immersive place the new norm ... thanks so much again for the feedback and comments - genuinely appreciated