Gaming beyond entertainment – Red Dot conference
“Success by Game Design” networked experts and guests
During the conference, experts of the international gaming sector emphasised that the factor of success of game design actually is applicable for other fields: The creative industry has to rise to the challenges of economy, culture, education and science. Furthermore, the conference stated: When game design goes beyond the aspect of entertainment, the economic output of the video game industry can be expanded.
Organised by Red Dot and Prof. Dr. Linda Breitlauch, experienced Red Dot juror and Professor for Game Design, the conference guided through the fields of gamification, serious games, technology transfer and transmedia. Initiator and CEO of Red Dot Prof. Dr. Peter Zec introduced to the conference and depicted the range of capabilities of game design and its increasing importance within the field of communication design.
(Movie scenes: „Robert Zimmermann wundert sich über die Liebe“ by Leander Haußmann)
Daniel Budiman, founder of the MTV show GameOne, held a compelling keynote about how gaming has evolved to take the lead in modern media and highlighted the status quo of the gaming industry from the user’s perspective. Budiman enjoyably moderated the entire conference while Red Dot winners and other luminaries participated as speakers: Representatives of Crytek, kunst-stoff, Artificial Rome, outermedia, Reality Twist, kr3m. media and Transmedia Bayern are experts of game design.
Prof. Dr. Linda Breitlauch explained the constantly growing market for computer games and how they can transfer knowledge and expertise in some areas where non-interactive media cannot. Breitlauch emphasised the potentials of serious games which combine playability and learnability. Peter Gornstein, Global Cinematic Director at Crytek, presented details around the creative process and the development of the main character in “Ryse: Son of Rome”. He explained the process from the early script over the concept discovery to the final locked design of the character and how close games and Hollywood films are nowadays, referring to visual aesthetics and scenes.
Furthermore, Prof. Dr. Christof Rezk-Salama from the University of Applied Sciences Trier demonstrated the great potential of computer games and showed effective ways to leverage gaming technology for applications whose primary concern is not entertainment. He also gave examples of the medical and automotive industries. Creative Director of Artificial Rome Patrik de Jong, whose company developed the multiplatform game “GT Ride” for the launch of the new Kia pro_cee’d GT model, talked about the combination of the games’ parts “create, race, challenge” and the concept of a multiplatform game.
Eva Duwenkamp, Creative Director at outermedia, held a presentation about the serious game ”Eugen’s World” which is developed for the social studies curriculum of school children. Duwenkamp explained the development process and its challenges to create a game that in structure and design really supports learning. Managing and Creative Director at kunst-stoff Patrick Rau talked about the creative development processes for games and the corresponding possibilities for transmedia productions as well as the potential TV evolution and development of the award-winning game series “The Great Jitters”.
Prof. Egbert van Wyngaarden, chairman at Transmedia Bayern, explained what happens when games are integrated into film and television features and showed examples of recent fiction and documentary projects. The CEO of Reality Twist, Clemens Hochreiter held a presentation about serious games and the successful mix of fun, educational aspects and the communication of knowledge. To show the connection of game techniques and marketing, CEO of kr3m media Jan Reichert gave an overview of the options for reaching diverse target groups with marketing games, analysing good and bad examples of the last 20 years.