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The app's stories don't consist of paragraphs and chapters, but instead use a series of SMS chat bubbles called "hoots" that appear with each finger tap.

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"However, as with all apps, they are competing for a finite amount of time that users spend engaged with apps each day, so the opportunity for new apps with similar content to break in is limited." The adoption of interactive storytelling is likely to depend on the media platform.

While smartphones are portable and encourage endless interaction with their tactile touchscreens, TV has a history of being a comparably passive medium.

"In the '80s and '90s, 'adventure' games like Zork and Myst were popular.

These were interactive stories where you had multiple options to choose the narrative and change the outcome." Mobile technology has opened up many new channels to interact with customers by putting stronger computer processing power into the hands of consumers.

Episode, which is developing several ways to monetize its service, feeds ads to viewers as they guide the actions of animated characters through a storyline.

Marketers that are considering placing video ads in a digital story need to avoid major interruptions that will lose viewers, however, according to Arc Touch's Fingerman.Netflix, the video streaming service with 100 million subscribers worldwide, in July debuted its first choose-your-own-adventure shows that urge viewers to make decisions that steer the direction of the narrative."Puss in Book: Trapped in an Epic Tale" and "Buddy Thunderstruck: The Maybe Pile" are the first two kids' titles that have branching narratives created by Dream Works, American Greetings and Stoopid Buddy Stoodios. Choose-your-own-adventure storytelling app Episode has partnered with several major entertainment brands while chat story apps like Hooked have seen their user base grow quickly in the past 12 months.The narrative gives players choices to make as they balance fame with friends, family and other demands.Lovato's style and music are integrated throughout.As part of its engagement with viewers, Episode lets players submit scripts to animate and then upload for other people to see.

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