Skip to main content

Dare ProtoPla

amBX to sponsor Edinburgh Fringe Festival games prototype showcase.

Wednesday August 12 – amBX UK Ltd. today announced that it is sponsoring this year’s Dare To Be Digital competition, which showcases the talents of the most promising emerging development teams from around the world.

Organised and promoted by Abertay University and powered by Intel, Dare To Be Digital will take its public showcase event Dare ProtoPlay to Edinburgh Fringe Festival on 14-16 Aug and will give 14 teams the chance to unveil their games, selected for their innovative design, new approach to interfaces, or genre-busting qualities, at EICC (Edinburgh International Conference Centre). Visitors to Dare ProtoPlay will be able to try out the prototype games, one of which will be voted best in show. The final winners will form a nomination for the BAFTA Ones To Watch Award.

amBX is making its ‘sensory surround’ technology available to the teams entering the contest to enhance their gaming creations, as well as demonstrating the amBX experience alongside the participating titles. amBX enables content creators to add real world effects in entertainment media using light, colour, sound, rumble and even air flow, through licensed amBX hardware.

“Having amBX on board as a sponsor for Dare to be Digital and exhibiting at Dare ProtoPlay will make a real difference to the entertainment experience offered by the games in the contest,” says Elaine Russell of University Of Abertay, which organises the event. “Visitors will find playing the games an intense experience with the integration of amBX effects.”

“Dare To Be Digital is a brilliant initiative which highlights the burgeoning talent in games design and creation,” says Jo Cooke, chief marketing officer of amBX UK Ltd. “We’re really proud to be part of the event and hope to play our part in making it the most successful yet.”

Entrants using amBX in their participating titles include Bubblegum Games; Derail Entertainment; Gentlemen of Fortune; Ineteria Interactive; Noobeez; Troublemaker; Pixel Pirates, and Thunderbirds.

amBX is a licence technology that is becoming the standard for ‘sensory surround’ entertainment experiences. It is also used by lighting professionals to create and control lighting effects in any venue. With amBX the entertainment world can be brought into the real world to create incredible immersive experiences.

amBX is setting the standard for creating immersive entertainment experiences across all media and hardware. The company licenses its amBX technology to entertainment developers, publishers and peripherals manufacturers. An SDK is available through the amBX developer programme to enable publishers and developers to add this innovative technology to their titles. A support forum also provides advice and best practice information as well as a complete toolbox that will unlock the most advanced features of amBX at

Non gaming applications which produce amBX effects include iTunes, Media Player Classic, MediaPortal, QuickTime, VLC, WMC and Zoom Player.

Read this next avatar GamesIndustry International is the world's leading games industry website, incorporating and