Sam Barlow, the author of Her Story, is now at a company called Eko, thinking about interactive storytelling without the need for explicit choices from the viewer:
Barlow was uncertain how much of the “WarGames” tracking mechanics he should reveal to the viewer. “The two-million-dollar question is: Do we need to show this?” he said. He believed that interactive films will increasingly resemble online ads: unobtrusively personalized media. “When ads first started tracking you, for the first few months you’d be, like, ‘How did they know?’ A couple of months later, you’d be, like, ‘Of course they knew. I was Googling baby formula.’ And now it’s, like, ‘I’m still getting spammed for vacation properties around Lake Placid, and I’m, like, Dude, we went. You should already know!’ ”
The entire article, “Will interactive films be this century’s defining art form?,” is worth reading.