Byron Reeves and J. Leighton Read Announced as Second LOGIN 2010 Keynote Address


SEATTLE, Washington, March 3, 2010 - The 2010 LOGIN Conference is adding further intellectual and business muscle to the session agenda with the keynote announcement of Byron Reeves and J. Leighton Read, authors of the book "Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete". Dr. Reeves and Dr. Read will examine the lessons a wide array of businesses can learn from game developers, games and gamers in their day-to-day processes. This presentation, entitled "Total Engagement: Using Games to Change How People Work" will be shared with LOGIN attendees during lunch on Wednesday, May 12th. The 2010 LOGIN Conference is an exclusive international event for experienced game developers and deal-makers. LOGIN 2010 will take place from May 10th to May 13th at the first-rate Seattle Waterfront Marriott Hotel facing the beautiful Puget Sound Harbor.

In "Total Engagement: Using Games to Change How People Work", Drs. Reeves and Read delve into the questions of serious fun. Imagine the value if you could transfer the excitement and focus found in great games to the office. What if information workers could solve customer problems, design new software, or configure better shipping routes working inside a game environment at work?

This isn't just possible, it's inevitable. As employee productivity and engagement become more critical, the user experience provided by game technology offers a tantalizing solution for business. This is far more than a quaint metaphor or a twist on e-learning. Game design elements can address a host of business problems with morale, communication, and alignment while honing skills like data analysis, teamwork, leadership, and more.

Byron is the Paul C. Edwards Professor in the Department of Communication at Stanford University, and Co-Founder and Faculty Co-Director of the H-STAR Institute (Human Sciences and Technologies Advanced Research) and its industrial affiliate program, Media X. Heis an expert on the psychological processing of media in the areas of attention, emotions, learning, and physiological responses, and has published over 100 scientific papers about media and psychology. His research has been the basis for a number of new media products for companies such as Microsoft, IBM, and Hewlett-Packard, in the areas of voice interfaces, automated dialogue systems, and business process simulations. He is currently working on the applications of multi-player game technology to behavior change and the conduct of serious work, and is Co-Founder of Seriosity, Inc., a company building enterprise software inspired by game psychology.

J. Leighton Read, M.D., is a General Partner in four Alloy Ventures funds from 2001-2007 and a successful entrepreneur and CEO. His companies have created outstanding financial returns by delivering extreme innovation to solve needs in discovery of new medicines, life science research and public health. For over two decades, he has also been interested inthe psychological principles that underlie successful electronic games and is currently devoting substantial time to his role as Executive Chairman of Seriosity.

"There is serious interest among Fortune 500 companies in the uses of games and virtual worlds to help solve critical business problems, including engagement in work, time to completion of tasks, distributed collaboration, leadership and innovative thinking. But progress in developing games for corporate applications will require more than business interest. Serious games need the absolute best game designers, developers and new business visionaries. From looking at the list of past attendees, we're convinced LOGIN is the place to meet up," said Byron Reeves, the Paul C. Edwards Professor in the Department of Communication at Stanford University.

"Like many developers, I have often felt that how we were engaging players could have application beyond games. Professor Byron Reeves and Dr. Leighton Read provide a grounded and insightful argument on that very idea: that online games can inform the structure of work; not simply by transferring the workplace to virtual spaces, but by examining fundamental design principles such as narrative, transparency, ranks, and economies and overlaying these on the work environment. This is exciting stuff, and it turns a lot of conventional thinking about work and play on its head," said Peter Freese, Visionary and Co-Founder of the 2010 LOGIN Conference.

Drs. Reeves ( and Read ( join Louis Castle, CEO of InstantAction, as the second keynote on the LOGIN Conference's growing roster of first-class, insightful game industry speakers from all corners of the game industry, and theworld. To review the current list of LOGIN speakers, their biographies and sessions can be found here: The complete directory of sessions covering business, community, design, general, globalization, legal, monetization, operations and programming is listed here:

Now in its fourth year, the LOGIN Conference is an annual game industry event created for the leading voices and minds from all corners of the online game industry around the world. The online game industry is evolving to include massively multiplayer games, virtual worlds, and social games across consoles, PCs, browsers and mobile platforms, and LOGIN reflects these industry-wide changes for the benefit of all attendees. The conference is designed to encourage networking and to create unique business and educational opportunities for all attendees. The LOGIN 2010 Conference will feature a networking expo area, conference party, welcome reception, speed networking breakfasts, and business lounge meeting rooms. For more information about the conference, the conference venue and agenda, check out the LOGIN Conference website:

To keep informed about the latest news about LOGIN and the online game industry, sign up for the free LOGIN Beat newsletter at To join the LOGIN Lobby, LOGIN's exclusive social networking site for industry professionals, visit Join many of your industry colleaguesin following the latest news and updates from the LOGIN Conference on other social networks, join the LOGIN group on Facebook ( and follow LOGIN Conference updates on Twitter (

LOGIN is supported by:

2010 LOGIN CONFERENCE SPONSORS: Arxan, Dolby, fatfoogoo, FileCatalyst, Filter, Hero Engine, InComm, iovation, Language Automation Inc, Offerpal Media, Parature, Peanut Labs, Perkins Coie, PlaySpan, Snail Games USA, Vasco, Vindicia, Vivox and Zong

2010 LOGIN CONFERENCE PARTNERS: China Digital Entertainment Expo&Conference (ChinaJoy), China GC Networks, GamesBeat 2009,, M2 Research, Mary-Margaret Network, Pearl Research, Redline China, TheBrasse, Thisisgame, TrustWho LLC and Washington Interactive Network

About Evergreen Events, Inc.

Evergreen Events, Inc., (, is a Seattle area-based producer of conferences and events for the interactive entertainment industry. Evergreen Events is dedicated to the enrichment of both established and aspiring professionals through innovative first-class events offering exceptional content that is compelling, educational, and cogent. Our directors and advisors bring over a century of collective successful experience and involvement in the game industry.


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