Framework’09: Design Aikido

Melbourne, March 30, 2009— Framework 2009 will gather the best and brightest of the Australian computer game development industry, film veterans, and world-recognised international talent to help prepare the Australian games industry for the challenges of tomorrow.

Confirmed speakers include Hollywood writer, director, artist and animator Doug Lefler; Obsidian writer and designer Chris Avellone, Bioware writer and designer, Mike Laidlaw, and Managing Director of Sega Australia, Darren MacBeth. Between them they have worked on mainstream blockbusters from Spider-Man to Mass Effect and cult classics from Army of Darkness to Planescape Torment.

Framework aims to gather the brightest stars of the Australian games industry with the world’s best cross-disciplinary talent to create a high-level forum to exchange the kind of specialised knowledge that lives only on the border of visually creative film and high-end game design.

Event organiser Tony Reed says, "These events are not about telling people how to take their game to the next level with a magic formula or seven easy steps. It’s about giving the incredibly creative heart of the local industry access to peers with an international perspective and then having everyone offer case studies and a smorgasbord of practical, sometimes odd, ideas to help inspire and maybe unlock new ways to tackle shared problems.

"At the end of Framework’08, one of the audience survey questions was,‘Will you apply any of the knowledge or techniques learned at Framework?’ 100% of the respondents answered in the affirmative. That was a great result."

Two events will be held, one in Melbourne on April 22 at the Fix Docklands, and a second in Brisbane on April 24, at the Brisbane Powerhouse. The events are limited to 60 seats to encourage real audience interaction and discussion.

All of the Framework events are geared at directly expanding the talent and experience on offer in this country.

Framework’09 aims to be one of the premier events on the digital media calendar, with real discussion and interaction between industry leaders and seating will be limited. If you are someone with a passion to help shape the Australian games or digital arts industry, please visit http://www.framework.net.au for more information and registration details.

Antony Reed, CEO, Reed Interactive

Antony has over 17 years experience in the interactive games industry. Spending 12 years in game publishing, Antony has worked as the marketing manager and director for a number of high profile game corporations, including Virgin Interactive and Interplay Productions.

He has also been directly involved in the marketing behind some of the biggest game titles in the world, including Command&Conquer, the Baldur’s Gate series, The Lion King and the Fallout series; amongst many others.

About Framework

Framework events focus on specific disciplines within the game development process with the goal of improving studio efficiencies and quality. They are community‐driven, skill-development events bringing together the film and games industries to discuss best practices in the various creative disciplines.

The first Framework, held in Melbourne and Brisbane in June 2008, is regarded as one of the most positive and proactive industry gatherings held in Australia.

Keeping the same limited seating format, Framework:Design Aikido will focus on the local industry’s creative potential, opportunities that exist in the market for new creative projects and effective design management. Framework Design Aikido will encompass all game formats, from major console titles to casual and mobile games development.

For more details contact:

Martin Wilkes

Managing Director

Addictive Agency

telephone: 0421 568 434

email: martin.wilkes@addictiveagency.com.au

or

Tony Reed

CEO

Reed Interactive

telephone: 03 9016 0225

email: antony.reed@reedinteractive.com.au


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