Next month Scotland once again plays host to the Edinburgh Festival, celebrating all forms of art and entertainment.
Amongst that, there is the Edinburgh Interactive Festival, for games companies.
Taking place on Thursday August 13th and Friday August 14th, the event promises two days of talks and lectures from leading names in games and the wider media.
And MCV has got hold of the full run down for the two days, which we've copied in below.
Key talks include a keynote from EA Sports boss Peter Moore, a debate about tax breaks, a panel discussion on whether the era of blockbuster games is coming to an end, and much more.
To book your place, click here.
Thursday, 13th August 2009
10.00 – 10.15 Introduction: Chris Deering, Chairman of Edinburgh Interactive
10.15 – 11.00 Keynote: The Challenge of Reinventing the Iconic Sports Brand Game: Peter Moore, President of EA Sports
A session on how the brand has been reinvigorated through consumer insight, technology innovations, global partnerships and the launch of new product categories.
11.00 – 11.45 The More Things Change: Sean Dromgoole of GameVision
A session that will show not only how the market for games has expanded demographically in the last four years but also where the value now lies within the new market place.
11.45 – 12.30 Sound Only Games, Martin Owen, CEO of Smalti Technology
This session will focus on the power of sound and music on stimulating the imagination.
12.30 – 13.30 Lunch
13.30 – 14.15 Lessons from Social Games, Kristian Segerstrale, CEO & Co-founder of Playfish (whose ‘Pet Society' is the leading game on Facebook with 5 million daily players)
A discussion on how social games have experienced explosive growth and are at the forefront of broader industry trends such as free-to-play, games as a service, social game design, user-generated content and digital distribution.
14.15 – 15.00 It's All in the Browser: Timo Soininen, CEO of Sulake Corp (Habbo Hotel), Simon Guild, Chairman of Bigpoint Games, Simon Seefeldt, Head of Business Development of Jagex Ltd (Runescape)
A panel session which will look to answer the secrets to the success of browser-based games.
15.00 – 15.45 Grow Up and Stop Playing with Yourself! Mike Bennett, CEO & Creative Director of Oil
A look at How social media and playable stories can be used to engage and educate young audiences around tough topics.
15.45 – 16.15 Comfort break
16.15 – 16.45 Today's Games Industry – The Search for Profits: Ed Williams, MD of BMO Capital Markets
A look at the rising development costs and higher licensing fees that games companies are currently experiencing.
16.45 -17.45 What if? Cliona Kirby, Partner at Olswang, Ian Livingstone, Life President of Eidos (Chairman)
A look at how tax breaks might apply to video games, now that the main political parties are promising the industry ‘Smarties' leading up to the next election. Cliona will be cross examined by Fred Hasson and Ian Livingstone.
17.45 – 18.30 The Great Debate – This Conference proposes that the Great Age of Big Blockbuster Games is Coming to an End, Ian Livingstone, Life President of Eidos (Chairman), Peter Moore, President of EA Sports, Ray Maguire, Head of Sony UK, Kristian Segerstrale, CEO & Co-founder of Playfish, Sean Dromgoole, CEO GameVision
Industry veterans battling it out using the power of speech and argument.
18.30 – 19.00 Edge Award
Friday, 14th August 2009
09.45 – 10.00 Welcome Back and Introductions: Chris Deering, Chairman of Edinburgh Interactive
10.00 – 10.45 Let Avatars Speak For Themselves, Rob Seaver, MD of Vivox
This session will look at the business and social implications of adding voice to games. Beyond in-game changes, social networking is extending and moving more of the gaming community to third party sites. How can game developers capitalize on these changes and build stronger more profitable communities.
10.45 – 11.30 Evolution of Branded Games: Peter Cowley, MD of Digital Media, Endemol UK (Big Brother, Deal or no Deal)
Peter Cowley will cover games that support TV shows, the rise of social gaming and the convergence of TV game shows within games.
11.30 – 12.00 Improving the Multiplayer Experience Through Social Technology, Jim Crowley, President & CEO of Turbine Inc
A look at the multiple types of virtual environments that exist today, and how among each of these environments, community is key.
12.00 – 12.30 Light snacks and comfort break
12.30 – 13.00 Stop Telling Tales, Margaret Robertson, Industry Consultant
What if someone told you that you could make fans just as happy for a fraction of the effort and cost?
13.00 – 13.45 What's On Gamer's Minds?, Kieran O'Neill, MD & Co-founder of Playfire
An in depth look at real time information about the games people are playing...what they like, what they don't like and how that translates into the game choices they making right now.
13.45 – 14.00 Summary and thanks: Chris Deering, Chairman of Edinburgh Interactive