Edge Presents: Changing The Game -
in partnership with Evolve is the first in a series of events dedicated to sharing with the game-making community the views of some of the most progressive thinkers in the interactive entertainment industry.


8:00: Arrival and Breakfast

8:30: Knowing Our Place: Why Games Should Sit At The Head Of The Media Table
Tadhg Kelly, Games Journalist and Consultant

Games are often considered the lowest rung on the cultural ladder. Their assessment as art becomes wrapped up with issues of cinematic story, and the creative dictates of working on other-media projects often get tangled in anti-game concerns. As creators, we struggle to assert our own creative self-worth, and look to people who know nothing of games for validation or legitimacy. Game designer and columnist Tadhg Kelly talks about how this tendency to defer to other media is the biggest challenge facing game makers. He challenges them to consider that already they know their art form better than outsiders – and why it works and is so exciting – but that they lack the voice to say so. To Kelly, game makers should consider themselves as the most rather than the least important, and presents a future in which it is games that sit at the head of the cultural table.
Takeaway: Attendees will leave the session with a better understanding of gaming’s true potential within entertainment media, and inspired to explore new opportunities as interactive entertainment continues to expand its reach across platforms and demographics.

9:20: Winning The Living Room
Mark Sorrell, Development Director, Hide&Seek

The evolution of mobile phones into smartphones led to a huge change in gaming, in both creative and commercial terms. The biggest growth area in gaming is free-to-play games made for a non-gaming audience to play in a few moments on a bus or in a queue. That same change in technology – ubiquitous and not primarily for gaming – will surely come to the living room. When it does, what are the kinds of games and experiences and business models that will make sense? How, when and why will non-gamers choose to play games in their living rooms? Hide&Seek’s Mark Sorrell presents a vision of where games might go, the questions they may face, and how the modern developer can be ready to take advantage of these new audiences.
Takeaway: Attendees will leave the session having considered why the game doesn’t have to be on the screen; why the audience will be at least as important as the player; why immersion isn’t always a good thing; the difference between agency and control; and what the contrasts between smartphones (personal) and living rooms (communal) mean for virality.

10:00: Close
10.30: Evolve starts at De Vere West One, 9 – 10 Portland Place


Tadhg Kelly has been working in games for 20 years, first in tabletop and live-action roleplaying games and    latterly in videogames as designer, writer, producer and startup founder. He writes a regular column in Edge, teaches a class in game production at the National Film and Television in the UK, and is a member of BAFTA. He is currently writing a book entitled What Games Are, and consults for game and entertainment publishers. For more details, see his website: www.whatgamesare.com

Mark Sorrell is development director at Hide&Seek, a game design studio devoted to inventing new kinds of play. A familiar game industry figure, Sorrell is known for creating a wide range of commercially successful projects at the intersection of TV and games at Quiz TV, Sky Games, FremantleMedia’s Screenpop and Somethin’ Else, including brands such as Countdown, Scrabble, Ben 10 and The Premier League. He’s also well known for his commentary on the future of games, advertising and television via his blog at www.bewareofthesorrell.com


Book by 7 November 2012 and passes cost £115 + VAT
Standard rate passes booked after 7 November 2012 are £155 + VAT

Or why not attend Edge Presents and Evolve for just £290 + VAT before 7 November?



41 Portland Place

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