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Thursday 9th August

09:00 – 09:30: Registration (Radisson Blu Hotel; outside the Dunedin Suite)

09:30 – 09:45: Welcome & Introduction
Speaker: David Yarnton, Former General Manager, Nintendo UK

09:45 – 10:30: Keynote TBC

10:30 – 11:15: Consequences & Emotions
Speaker: Stephane Bura, Lead Designer, Namaste
Synopsis: Advances in AI are delivering feature sets that will open new opportunities for non-linear creative story telling and acting and new gaming experiences. Stephane Bura a proven veteren of the AI world of games presents his newest venture: Storybricks

11:15 – 11:45: Coffee Break

11:45 – 12:15: Getting brands to pay for in-game purchases 
Speaker: Christian O. Peterson, Vice President Community, CloudMade
Synopsis: Game developers work hard to create highly desirable premium content, usually succeed in getting 2-3% of users to buy things and sometimes end up pressuring people to the point of abandoning the game. But is there a way to leverage all this work to monetize the majority of players who just don’t want to spend any money in games? 

In this session we will discuss a new business model that got immediately adopted by a few largest game publishers and is quickly getting traction with the developers of all sizes. Taking advantage of the very nature of mobile games – the fact that they are played on the go – this model satisfied all the parties involved: developers maximize their revenue, brands get people driven to their stores and users get more game opportunities for free in a fun and natural way.

12:15 – 12:45: From Horses to Horsepower – what NaturalMotion Games did next
Speaker: Struan Robertson, Product Director, Natural Motion
Following up on the success of their first free-to-play game, My Horse, NaturalMotion Games discuss the evolution of their thinking behind their newest freemium offering, CSR Racing. This session will be part post-mortem for My Horse and part look at CSR’s performance so far in the marketplace.

12:45 – 13:30: Retain & Reward
Speaker: Brian Wong, Founder, Kiip
Synopsis: Brian will discuss a fundamental shift in the way brands can create a truly emotional connection with consumers and speak about mobile gaming, the power of the Aha! (achievement and winning) moment, and how brands can celebrate that moment by bridging the mobile and real worlds by driving in-store and online interactions. The session will explain how brands can start feeling and building the classic emotional engagements that was once the underpinnings of the world’s most successful advertising motifs but have been displaced by cold, technology-driven “solutions.”

13:15 – 14:30: Lunch (Cannongate)

14:30 – 15:00: TBC
Speaker: TBC
Synopsis: TBC

15:00 – 15:30: TBC
Speaker: TBC
Synopsis: TBC

15:30 – 16:00: Bridging gaming styles in the new reality
Speaker: Kevin Beimers, Art Director, Strandlooper Animation
Synopsis: The era of internet and mobile gaming has reawakened styles of design and gameplay that were deemed finished by the console, but audiences and indie developers are evolving on these new less processor- intensive platforms that have considerable storytelling and business potential on new devices. Creative Producer Kevin Beimers charts the evolution of Belfast-based Straandlooper from digital animation to award-winning games company, and how they’re experimenting with changing trends in game design.

16:00 – 16:30: Coffee Break

16:30 – 17:45: ‘Thare be Dragons’ – the games industry’s Dragons Den
Synopsis: Have you got a brilliant idea for a game or games business? Are you one pitch away from being financed? Care to be evaluated by real VC dragons from the interactive and media industries? Live at the Edinburgh Interactive Festival, we are looking for ambitious, smooth entrepreneurs to engage and beguile our Dragons. Ideas should look and feel like real ones. Each Dragon will have to allocate 100,000 fake pounds during the session. Is your proposition the one that will get the finance you ask for?  It will be up to these guys…
Ian Livingstone - Life President, Eidos; co-founder Games Workshop; co-creator Fighting Fantasy
Kelly Sumner – CEO Soccer Matrix Previous CEO Take Two and Red Octane (which he sold to Activision)
Rob Woodward – CEO Scottish TV formerly CEO of 4Ventures and MD of UBS Warburg
Bill Liao – Australian social networking pioneer who has taken part in seven IPOs & co-founder of

Please use the official entry form to submit your idea (only submissions using this form will be considered).  Submission deadline extended to Friday 20th July.

17:45 – 18:00: Closing remarks
Speaker:  David Yarnton, Former General Manager, Nintendo UK

18:00 – 21:00: Delegate networking evening (Venue TBC)

Friday 10th August 2012

09:15 – 09:45: Registration (Radisson Blu Hotel; outside the Dunedin Suite)

09:45 – 10:00: Re-cap on yesterday
Speaker: TBC

10:00 – 10:30: Blood of the Zombies
Speaker: Ian Livingstone, Life President, Eidos; co-founder Games Workshop; co-creator Fighting Fantasy
Synopsis: Ian Livingstone will be talking about the publication of his new Fighting Fantasy book Blood of the Zombies – 30 years after the publication of The Warlock of Firetop Mountain in August 1982.

10:30 – 11:15: Getting Above the Noise
Synopsis: With more than 500,000 games and applications on Android, iPhone and other devices, players and developers both need a way to find each other. You’ll meet three companies; GREE, Flurry, and Tapjoy, who are creating global networks and tools for games that entice and entertain, as well as make money through advertising, promotion and virtual currency.
David McCarthy, Marketing and Developer Relations, GREE
Richard Firminger, Managing Director Europe, Flurry
Paul Bowen, MD Europe, Tapjoy

Chaired by Matt Rothman, Managing Partner, Hemisphere Capital

11:15 – 11:45: Coffee Break

11:45 – 12:30: Augmented Reality:  is it enough to get excited about?
Synopsis: Has Augmented Reality found its footing? We’ll meet three of the most inventive developers changing the way marketing, advertising and publishing by using the technology. The expectations are that AR applications are exploding, with forecasts of $1.5 billion in sales in 2015 from three revenue streams: pay per download, subscriptions and advertising. Hear what the UK’s Aurasma, Zappar and Blippar are doing from WalMart to Marvel Comics.
Caspar Thykier, Founder & Managing Director, Zappar
Jess Butcher, CMO & Co-Founder, Blippar
Matt Mills, Head of Innovation, Aurasma

12:30 – 13:00:  How New Technologies will Reinvent the Consumer Gaming Experience
Speaker: Chris Allen, CEO Brass Monkey
Synopsis: Brass Monkey’s CEO Chris Allen will delve into the relationship between games and technology. Through an exploration of history in games he will attempt to answer the following questions: How does innovation in technology influences game design? What are the underlying aspects of technology that fundamentally change how people play? Chris will also show how he and his team are changing games through Brass Monkey, a next generation console that uses a web browser as the main screen and people’s smartphones as the game controllers.

13:00 – 13:30: Crowdfunding ‘Zombies, Run!’: What We Learned and Why It Matters
Speaker: Matt Wieteska, Audio Director & Producer, Zombies, Run!
In this session, we’ll take a look at how we funded ‘Zombies, Run!’ on Kickstarter. We’ll cover how the project progressed from day one, break down some of the numbers and discuss why we think the project was so successful. We’ll then take a broader look at why we think these lessons are important, and how best to approach crowdfunding your own projects.

13:30 – 14:00: TBC
Speaker:  TBC
Synopsis:  TBC

14:00 – 15:00: Lunch (Cannongate)

15:00 – 15:45: Users to Creators – local action in computing and design skills, creating economic growth
Synopsis: Recent actions by groups and individuals to highlight the demand and potential for computer and design skills has lead to some major independent initiatives to address the problem- Coder Dojo in Ireland, IO in the UK, and the Raspberry Pi phenomenon. At a time when governments and political parties are talking economic growth are they missing a trick by not backing actions that would bring many more young people excellent prospects of employment or are these an example of Big Society?
Bill Liao,  co-founder, Coder Dojo
Ian Livingstone, Life President, Eidos; co-founder Games Workshop; co-creator Fighting Fantasy
Ella Romanos, Co-owner and Managing Director, Remode Studios
Ray MacGuire, Interactive Opportunities
Chaired by Fred Hasson, Games Capital

15:45 – 16:30: Game Love: sex, relationships, obsession and possibly dwarves
Synopsis: In recent years the complexity of games has significantly increased. However for players and developers, the core issue remains the same. What makes us come back to the games we ‘love’, and who (how?) do we love in the game itself? How do we fall in love with, and in games? Should we be like the Sims, falling in love and having our children delivered by the social worker, or should we bump and grind with Grand Theft Auto? The answer lies in a number of places, and this panel aims to investigate three of them. The panel touches on sex, relationships, love, obsession and possibly dwarves, in an attempt to understand how and why these issues are so important to games and their players. As part of the Third Wave of gaming scholars, it is time to put aside childish things and start to really engage with difficult, sometimes controversial perspectives. This panel aims to challenge some of the problems inherent in making ‘sexy’ games.
Mitu Khandaker, Independent game developer (The Tiniest Shark) & videogames PhD researcher, University of Portsmouth, UK
Ashley Brown, PhD candidate in sociology, The University of Manchester
Dr. Esther MacCallum-Stewart, lecturer at the University of Chichester & Vice President of the Digital Games Research
Moderator: Ren Reynold, Virtual Policy Network

16:30 – 16:45: Closing remarks
Speaker: TBC

16:45 – 17:15: Final Coffee Break / Conference close

The following session is open to the public and conference delegates; you do not need an Edinburgh Interactive delegate pass

17:30 – 19:30: Edinburgh Interactive & BAFTA Games Question Time
Panelists: TBC