Looks at how social and pervasive game concepts can be adapted for traditional organisations to make connections and engage with audiences. Play, as a theme, a way of being, and as a design tool is integral to understanding how culture will develop in the 21st century.
Every genre of games has active, engaged audiences and players. They also still have designers and publishers serving those particular niches. In fact, it can be argued that the games world is simply a series of super niches. Even the biggest, most popular games still serve a particular niche. People’s brains and social preferences tend towards different kinds of game experience and the relationship between games designers and audiences in the games industry tends to reflect this.