Edinburgh Interactive 2010

Thursday 22nd July/... Edinburgh Interactive 2010 today announced further speakers for this year’s conference and public game screening sessions. Nicholas Lovell, GAMESbrief contributor and non-executive director at nDreams will be involved in a conference session on changing media consumption; and David Ratcliff, founder of MusicMyne will offer the attendees an innovative screening session on how MusicMyne is set to change the way music is consumed.

Nick Lovell’s conference session, entitled ‘Whales, Power-Laws And The Future Of The Media Industry’, looks at how the emergence of free-to-play games has revealed new truths about media consumption. Not all users are created equal. Some have little interest in a game and will only play it for free; others are so committed they will spend tens, hundreds, even thousands of dollars on a single title. Drawing on examples from the music and games industries, Nicholas Lovell charts the end of the “one price fits all” business model, the emergence of high-rollers as the primary driver of revenue and the dire consequences for games and media companies that fail to adapt.

New addition to the evening Game Screenings roster, David Ratcliff, will be demonstrating to consumers and delegates how MusicMyne evolves the way that music is enjoyed, consumed and personalised. His vision of how to achieve this draws from 15 years in marketing and advertising, where he created international campaigns for brands to work together for their mutual benefit. David’s clients included multinationals such as Sony, Panasonic, Shell, HP and Microsoft, as well as movie franchises such as James Bond and Star Wars.

Edinburgh Interactive is part of The Edinburgh Festival – the biggest cultural festival in the world. EI delivers a lively schedule from a wide range of industry sectors including games, social networking, mobile entertainment, education, music, film and television. It also plays host to a range of free events including a games showcase and the Games Screening programme.

This year also marks a new event partnership between Edinburgh Interactive and Media Guardian Edinburgh International Television Festival. On Thursday 26th August 2010, the eve of the TV Festival and the closing day of Edinburgh Interactive, the two will host a creative industries network event for television and games, bringing the decision makers from games and television together for the first time.

Edinburgh Interactive 2010

Wednesday 25th and Thursday 26th August

Filmhouse

88 Lothian Road, Edinburgh, EH3 9BZ, UK

Registration is open now at www.edinburghinteractive.co.uk

Edinburgh Interactive 2010 registration details:

Standard registration - £175 + VAT

Scottish-based developers and companies - £125 + VAT

Students - £75 inc. VAT

If you are interested in getting involved with Edinburgh Interactive 2010 – through partnerships, sponsorship, or simply to find out more about the commercial opportunities at EI 2010, please contact Alexa Turness: Tel +44 (0) 1462 456780; alexa.turness@bhpr.co.uk

For press enquiries, please contact tom.sargent@bhpr.co.uk or gareth.williams@bhpr.co.uk

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About Edinburgh Interactive 2010

Now celebrating its eighth successful year, Edinburgh Interactive is powered up to showcase the continued popularity, growth and influence of video games. And this year, the Interactive Festival is more synchronised with the world famous Edinburgh Festival than ever, appealing to the press, public and professionals from film, television and interactive media backgrounds alike, offering a bigger event for delegates, more consumer focusing – an overall spectacle for all.

As ever, Edinburgh Interactive wouldn’t be complete without the cornerstones of conferences, keynotes, panel sessions, debates, games screenings and even more people than ever jostling to get through the doors. www.edinburghinteractivefestival.com

Edinburgh Interactive is managed by an Executive committee and a board drawn from all areas of the games industry, including publishers, developers and the two industry trade bodies: The Independent Game Developers Association (TIGA) http://www.tiga.org and the Entertainment & Leisure Software Publishers Association (ELSPA) http://www.elspa.com. EIGF Ltd is the non-profit company behind the festival.