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EA Represents at LIFT08

Posted by: Matt Vella on January 17

PaulBarnett2.gifLIFT is a nifty little conference that takes place in Geneva, Switzerland early next month (Feb. 6-8). The gathering’s mission – to “promote discussion about new technologies and their impact on our society” – seems simple enough, but since its inception two years ago, the conference has grown and generated buzz thanks in large part to a healthy, broad scope. This year, discussions will range from the simulated brain to how Korean teenagers use social software. Looks like Games on are on the agenda big time, too. Electronic Arts’ (ERTS) Robin Hunicke (MySims designer and soon-to-be artificial intelligence PhD) and Mythic’s British madman, Paul Barnett, will both be speaking. EA is desperately trying to regain a reputation for making cutting-edge games. Putting these two creatives front and center seems like a good strategy.

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No longer child's play, the booming global games market is worth billions of dollars. In Games, Inc., BusinessWeek Innovation writer Matt Vella and Tokyo correspondent Kenji Hall analyze emerging business trends in video games and interactive entertainment. They’ll examine everything from button-mashing, chart-topping, console games to serious games commissioned by big corporations to train staff. They’ll also map the evolution of expansive virtual worlds and go behind the strategies at companies that are turning play into big business.

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