EDINBURGH INTERACTIVE 2012
Fringe benefits WHAT’S NEW FOR EDINBURGH INTERACTIVE
Last year’s Edinburgh Interactive had many highlights, but in 2012 I believe we have even more content to challenge attendees
and provide them with an exciting line-up, ranging from philosophical debate on the artistic merits of games to the difference between sex and love in games.
For the first time Edinburgh Interactive has been included in the official Edinburgh Fringe Program.
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The program isn’t all navel gazing: we have speakers providing insights into cutting edge ideas ranging from technology to monetisation and everything in-between. For the first time Edinburgh Interactive has been included into the official Edinburgh Fringe Program, the largest Arts Festival in the world attracting visitors from all corners of the globe. Interactive is up there with the Fringe as an event that not only has an international line-up, but also an audience that will have travelled far to be enlightened. David Yarnton, Chairman, Edinburgh Interactive Festival
www.mcvuk.com THURSDAY, AUGUST 9th
09:30 – 09:45: Introduction Speaker: David Yarnton, Chairman, Edinburgh Interactive
09:45 – 10:30: Keynote: The Future of Fun
Seamus Blackley, president and founder of Innovative Leisure, Inc. An informative and insightful discourse
regarding the future we are launched into by the present we fail to understand, and the past we failed to get right.
10:30 – 11:15: Consequences and emotions
Stephane Bura, Lead Designer, Namaste
Advances in AI are delivering feature sets that will open new opportunities for non- linear creative story
telling. Stephane Bura presents his newest venture: Storybricks.
11:15 – 11:45: Coffee Break 13:15 – 14:30: Lunch
11:45 – 12:15: Getting brands to pay for in-game purchases Christian O. Peterson, Vice President
Community, CloudMade In this session we will discuss a new business
model that got immediately adopted by a few largest game
14:30 – 15:00: Are games art? Chris Bateman, Founder, International Hobo To answer the question once and for all, Ren Reynolds talks to Chris
Bateman about games, art and their intimate relationship. As
It has been ten years since the first Edinburgh Interactive, which talks about games, but amongst the city’s wider celebration of arts and media. Here is your guide to this year’s event
publishers and is quickly getting traction with developers of all sizes.
12:15 – 12:45: From Horses to Horsepower – what
NaturalMotion Games did next Struan Robertson, Product Director, NaturalMotion Following up on the success of its first free-
to-play game, My Horse, NaturalMotion discusses the evolution of thinking behind its newest freemium title, CSR Racing.
12:45 – 13:30: Retain and reward Brian Wong, Founder, Kiip Discussing the
fundamental shift in how brands can create a truly
emotional connection with consumers. Looking at mobile gaming, the power of the Aha! (achievement and winning) moment, and how brands can celebrate that moment by bridging the mobile and real world by driving in-store and online interactions.
author of the book Imaginary Games, founder of International Hobo and lecturer, Bateman brings the twin perspectives of game maker and academic to this vexed question. Chaired by Ren Reynolds, Virtual Policy Network
15:00 – 15:30: How to race squirrels: A game design toolbox Rob Davis, Founder and Director, Playniac Using Playniac games such as International Racing Squirrelsand its
new indie title, codenamed ‘Consumed’, as case studies, Davis reveals the tools used to manage the complex art of keeping game design creative and flexible whilst in line with budgets and project goals.
15:30 – 16:00: Bridging gaming styles in the new reality Kevin Beimers, Art Director, Strandlooper Animation Beimers charts the evolution of Belfast-based Straandlooper from digital animation to award- winning games company,
and how it is experimenting with changing trends in game design.
16:00 – 16:30: Coffee break
16:30 – 17:45: ‘Thare be Dragons’ – games industry Dragons Den Ian Livingstone, Life President, Eidos; Rob Woodward, CEO Scottish TV formerly CEO of
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