Edinburgh ’05 announces early lineup

LONDON Friday 15th April 2005: The Edinburgh Interactive Entertainment Festival has today announced the initial line up of industry panels for the 'Edinburgh Interactive' conference programme.

The future battle for control of the TV, mobile games apathy, games censorship and what it takes to create a 'virtual superstar' game character are all on the agenda to be debated by a range of high profile industry experts.

This year's Edinburgh panel content and speaker line-up further demonstrate the events unique place in the games calendar and the diversity of the Festival. In the currently uncertain climate of trade and consumer shows the Edinburgh Interactive Entertainment Festival is growing from strength to strength.

Amongst the confirmed speakers and panelists are Peter Molyneux, Managing Director, Lionhead, Roger Bennett, Director General of ELSPA, Tim Harrison Head of Games, Vodafone Group Services and Adam Singer, CEO- MCPS/PRS Alliance.

For the first time ever industry delegates can access all the 'Edinburgh Interactive' panels, the revolutionary 'Game Screenings' events and consumer show 'Go Play Games' all under one roof at the festival's new home at the Edinburgh International Conference Centre. Edinburgh Interactive industry panels run on the 11-12 August 2005.

Greg Ingham, chair of Edinburgh Interactive Entertainment Festival said "Edinburgh is not a traditional trade show - not at all. In light of recent confusion surrounding other events, Edinburgh is even more important this year. It is the place to debate everything that concerns the future of the industry. And for the publishing community it's the perfect pre-season opportunity to showcase great new games in the Games Screenings, put forward their views on the issues facing their sector and to profile their titles in the Go Play Games consumer event. Edinburgh has always been unique - and now it's even more relevant."

Early booking rates are available up until 31st May 2005 for members of TIGA, ELSPA, BAFTA, DCF, PACT and BSAC. The offer has also been extended to IGDA and ESA members following a flood of enquiries from the US.

The Edinburgh Interactive Entertainment Festival is a jointly owned venture between the Independent Game Developers Association (TIGA) www.tiga.org and the Entertainment and Leisure Software Publishers Association (ELSPA) www.elspa.com. The event is financially supported by Scottish Enterprise Edinburgh and Lothian.

EDINBURGH INTERACTIVE. The forum for the future of the international interactive entertainment industry. 'Leading. Learning. Networking.'

For further information and to book a delegate place for the Edinburgh Interactive Entertainment Festival please visit www.eief.co.uk

ENDS

For further information please contact;

Justin Crosby at Taylor Herring Brand Communications on

0208 206 5151 justin.crosby@taylorherring.co.uk

Notes to Editors

• The Edinburgh Interactive Entertainment Festival, formerly the Edinburgh International Games Festival, is managed by a committee drawn from all areas of the business, including publishers, developers and two industry trade bodies; The Independent Game Developers Association (TIGA) www.tiga.org and the Entertainment and Leisure Software Publishers Association (ELSPA) www.elspa.com.

• The Edinburgh Interactive Entertainment Festival's aim is to increase the awareness and understanding of interactive entertainment and its place at the heart of popular culture, highlighting the growing bond between video games and other entertainment industries notably music, literature, television and film.

• Greg Ingham, Chief Executive, Future plc. Greg began his publishing career as a journalist at Reed International plc in 1983. Having left to edit CTW for four years he then joined Future in 1988 as publisher. He successfully drove growth in computing and games where Future became clear market leaders. He was appointed managing director in 1996 and subsequently chief executive of in 1999, leading the company through its IPO in June that year. He is Chairman of the DTI Games Industry Forum, is a director of the Periodical Publishers' Association and a trustee of the Entertainment Software Charity. He is also a director of the Theatre Royal Bath.

'Edinburgh Interactive' Conference panels 11-12 August 2005*

Battle for the Box

For fifty years, we have all been glued to our TVs, inviting the world into our homes. Then, in less time than it takes to channel hop, video games have sprung up, feeding from the TV, learning from it and, perhaps ultimately, seeking to supplant it as our primary entertainment choice. Are videogames changing our viewing habits and what do broadcasters aim to do about it?

Mobile Games Aren't Going Anywhere

Mobile phones have a penetration that consoles can only dream about so how can it be 'Joe Schmoe' still doesn't know what top titles are available? This session looks at the relationships between, consumers, the devices, the platforms and games/content they don't yet know they want to play.

Games Get Sociable

Shrouded in the anonymity of an online world, or freed of inhibitions on a dancemat, videogames have changed the way we interact with each other forever. The interactive entertainment industry has an ongoing and healthy 'big conversation' with and amongst its end users.

Handholding the Consumer

2005, the Year of the Handheld, has seen videogame giants, handheld veterans and young visionaries launch competing handheld games devices. Is this the next era in mobile entertainment or will the new devices prove too much to handle?

Industry Panel and Worldview Keynote

EIEF's keynote speaker joins a panel of senior executives from games, TV, telecos and retail to debate current & future issues & answer questions posed by the audience. Hosted by Festival Chair & CEO Future plc, Greg Ingham

Games Are Good For You

Despite howls of indignation from some sections of the press, games are proving to be not only exhilarating but educational too - are they set to be an essential part of the curriculum of the future? Adam Singer, CEO- MCPS/PRS Alliance & ex CEO of Telewest and Flextech TV leads a panel of experts who chart the future of interactive learning.

Rated 18

What's the real difference between an 18 rated game and an 18 rated film and why are the two apparently treated differently? It's time to pre-empt government legislation by choosing self-censorship or face gaming be branded an 'adult only' activity. Roger Bennett, Director General- ELSPA hosts a panel discussion with the ASA, Offcom, BBFC.

I Need a Hero

Lara Croft showed just how pixels and polygons could capture the public imagination, but no one has come forward to challenge her crown. So what does it take to make a 'virtual' superstar and crack the cultural code? Is she the rule or the exception? Two teams, one of seasoned games veterans, and another of hardened judges of character including, Dan Hubbard- Hubbard Casting (Tomb Raider I & II) and Andy Walsh- TV Scriptwriter, explain where everyone has gone wrong since then and compete to devise a fully rounded videogame character with that certain something.

Interactive Narrative: The Plot Thickens

Charles Cecil, MD - Revolution Software thinks that the time has come to own up - the games industry has been telling tall tales about its ability to deliver truly interactive storytelling. Against an analytical deconstruction of interactive-narrative techniques, Cecil argues for some fresh thinking. Panel Guests include Peter Molyneux, Managing Director Lionhead and Professor Ken Perlin, Director of Media Research Lab, New York State University.

*Panels correct at time of going to press. Panel line ups subject to change and new speakers will be announced as they are confirmed