How to make interactivity mainstream

How to make interactivity mainstream
We want to make it fit in the overall map of the event – and to become an integral part of it.

We’ve already got some really good positioning in the Edinburgh Fringe programme, which shows how prominent interactivity is becoming at the show. It’s all looking good for the new brand and name, which has been deliberately shortened to the Edinburgh Interactive Festival.

The website is also shaping up to be a successful promotional tool for our new message.

We’re linking with Dare To Be Digital, as well as high profile partners including Nintendo, Xbox and PS3, which gives us a great opportunity to bleed even more into the fabric of the event.

The remit of the console and PC games industry has now embraced all kinds of other fields, whether it be online community, virtual societies, MMOs or general business – including the advertising world, where people are being spoken to in virtual worlds by real world brands in quite different ways than we’ve ever seen before.

There is a big bang going on in that media industry, as broadband pushes forward the quality of how media gets to people in their homes and enables even more homespun creativity. These things aren’t all directly connected to the world of games, but they’re certainly making our industry’s remit much wider and we know that we have to represent that in order to pull in the biggest crowd that we can.

We’re celebrating the march of progress in both a technological and creative sense. We want to capitalise on the populist aspects of creativity. This year is the first high season for PS3 and we have a big section on Home and LittleBigPlanet.

We’re really happy to have Yves Guillemot as a keynote speaker, who presides over one of the most complex – if not the biggest – purveyors of creativity in the space. We’ve also got motion capture experts and people from Second Life.

But it’s not just the mainstream that we’re targeting. EIF can also be the first vital networking event for the European industry this year. Leipzig and others come later and do a great job, but with no E3, it’s inevitable that Edinburgh will take on a higher profile amongst people within the business. And it’s one of the few opportunities that these executives have to talk just about creativity.

The whole notion is to celebrate, acknowledge and get people thinking about the role interactivity is playing across everybody’s lives.


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