By Cole Sullivan, Array of Stars
No matter the format, every storytelling experience requires two essential elements: people and a place.
Early on, it was two humans drawing in a cave. After the invention of the printing press, a person reading at home. Later, movie-goers in a theater or drivers listening to the radio.
The emergence of the internet made “place” much more fluid. With a click of a button, the vast sum of recorded human knowledge became accessible to anyone, anywhere, as long as they had an internet connection.
Web 2.0 transformed this landscape even further, fostering global connections and social interactions. People began sharing their stories, experiences, and ideas in ways that were previously unimaginable.
As leaders in an industry built upon effective communication, it has been up to us to help the world navigate these changes, and today we must find a new way to think about these emergent technologies.
The Three Layers of Modern Storytelling
Generative AI is spearheading another storytelling revolution and the web is evolving, transcending its digital boundaries. But while most AI tools today operate through browsers, can we genuinely consider them part of "the web?"
The answer is nuanced, and so to effectively describe where the web fits in the landscape of modern storytelling, we propose a new three-layer framework: the human layer (IRL), the extended reality layer (XRL), and the connective tissue between them, the URL layer.
Generative AI is spearheading another storytelling revolution and the web is evolving, transcending its digital boundaries.
IRL: The Desire for In-Person Experiences
The global pandemic prompted a dramatic pivot from in-person gatherings to virtual experiences. Initially, the hype surrounding virtual events was significant, but as time passed, it became evident that these online gatherings often fell short of what they promised. The limitations of the digital interactions in these worlds became apparent, leading many to seek out genuine, face-to-face connections.
Recent surveys indicate a strong preference for in-person events, with approximately 72% of participants expressing a desire to attend gatherings physically rather than online. This trend reflects a broader cultural shift, as individuals seek out authentic experiences and the emotional resonance that only in-person connections can provide.
XRL: Gaming—A New(ish) Frontier for Storytelling
Where virtual events struggled, the gaming industry flourished, becoming a premier channel for immersive storytelling. Players are empowered to live the story, rather than simply viewing or telling it. This additional layer of engagement and control has allowed for deep connections between source material and players in a way that traditional storytelling could only dream of.
In 2024, platforms like Steam released nearly 14,000 new games, ranging from indie gems to AAA blockbusters. The gaming market is projected to generate $187.7 billion, highlighting the immense appetite for engaging narratives.
Statistics reveal a growing player base, with 1.5 billion global gamers expected in 2024, and 1.67 billion by 2027. This growth is driven by the innovative storytelling techniques that games employ, captivating players and allowing them to engage deeply with narratives in ways that traditional media cannot replicate.
The success of the gaming industry is rooted in its ability to create interactive experiences that not only resonate emotionally with players, but allow them to live inside them. It has paved the way for innovations in storytelling that are now being adopted across various platforms, from immersive web experiences to augmented reality.
URL: The Connector of People and Platforms
While there is a surging demand for in-person events and gaming continues to deliver rich, interactive stories, the web remains a crucial connective tissue. It facilitates the infrastructure that enables these experiences to thrive.
The web might not be the primary platform for interactive storytelling, but it plays an essential role in facilitating the seamless operation of our favorite activities. From managing online communities to acting as a universally accessible distribution network, to powering multiplayer & cross-platform gaming experiences — the web is integral to the modern storytelling ecosystem.
The web might not be the primary platform for interactive storytelling, but it plays an essential role in facilitating the seamless operation of our favorite activities.
We propose a redefinition of “the web” as the URL layer. This new perspective allows us to deepen immersion and engagement, creating accessible communication channels that invite users to explore stories more deeply.
The Future: Bridged Reality
Looking ahead, the future of storytelling lies in what we call "bridged reality." This concept encapsulates the need for both physical and digital spaces to connect, enhancing the overall experience.
As we’ve explored, users today expect greater immersion and engagement, whether in a physical space (IRL) or through extended reality (XRL) platforms and worlds. The URL layer provides an opportunity to create a connected ecosystem of experiences across physical, digital, and spatial dimensions.
Bridged reality empowers us to overcome access challenges, enhancing user experience at every touchpoint. It allows for deeper engagement, fostering connections between the disparate elements of storytelling, including social media interactions, web-based applications, or immersive gaming experiences.
We have come a long way from our ancestors’ storytelling traditions, but every experience still requires people and a place.
It is essential to recognize the interplay between in-person experiences, gaming, and the web—and by harnessing “bridged reality,” we can create richer, more immersive narratives that resonate with audiences on a profound level.
ABOUT THE AUTHOR:
Co-founder of the agency arrayofstars.com & platform nvrse.com, Cole Sullivan is a multidisciplinary artist and creative obsessed with the intersection of IRL/URL/XRL (otherwise known as bridged reality) and how it deepens experience across all dimensions.