All too often, developers ignore what occurs before, beneath, and after the actual gameplay experience, leaving such things to evil marketers. We often take for granted that the psychological state of the gamer's brain is unique among all other leisure activities – a magical blend of zoned-out and focused-in. By applying true game design to areas outside the game itself, we can entrance, enhance, enthrall, entertain, and (since we have to make some money here) extract significantly more value out of our audience. Some examples of things we will discuss include awards, nerd-cred points, in-game ads, emergent story, theme continuity, social networking, user generated content, and alternate/extended reality games.

2. The Game Beyond the Game David Fox, VP Technology, iWin.com

4. Casual Games

5. Big Budget Games

6. Hard Core Action Games

7. Multiplayer Games

8. Massively Multiplayer Games

9. Let’s Get Inside…

10. The Gamer’s Brain

11. Neurological Studies

12. Brain Wave Mapping

13. Map By Brain Function

14. Map By Brain Function Boring Talk At GDC

15. Map By Brain Function Watching TV

16. Map By Brain Function Playing Sports

17. Map By Brain Function Computer Games

20. SO MANY GENRES!

21. Some Games Dumb Your Brain

22. Some Games Make You Violent

23. A Study Between Othello…

24. … And Space Invaders

25. Othello

26. Space Invaders

29. THE BOTTOM LINE…

30. Submit to the Game Brain

33. Getting Down to Business

37. Browsing For The Game (iWin)

39. Browsing (WildTangent)

40. Browsing (GameTap)

41. Browsing (Direct2Drive)

42. Browsing (Steam)

43. Browsing (GameStop)

44. Downloading (Most Sites)

45. During the Install

46. Upsell (PlayFirst)

47. Upsell (WildTangent)

48. Around Gameplay (Pogo)

49. Around Gameplay (PlayFirst)

50. Around Gameplay (Kongregate)

51. Inside Gameplay (Pogo)

52. Inside Gameplay (EyeBlaster)

53. More In-Game Ads…

54. When Game Closes (PlayFirst)

55. After The Game (EA)

56. After The Game (WildTangent)

57. After The Game (PlayFirst)

59. Even Later On… (PlayFirst)

60. So What’s Missing, Bigshot?

65. Some Current Experiments

66. Customization & Collection (Pogo)

67. In-Game Messaging (XBLA)

68. Achievements (XBLA)

69. Virtual Worlds (Sony Home)

70. Community (Sony Home)

71. Customization (Sony Home)

72. Play (Sony Home)

73. Gaia Online

74. Gaia Online

75. Flowplay

76. Flowplay

78. What’s Next?

80. Marketing Isn’t (Quite) Evil

81. It Isn’t Even Stupid

84. How to Do It?

86. Scrabulous

94. Why Isn’t Everyone Doing This?

109. Your Challenge: Beat the Reigning Game Brain Masters!

110. PCs and consoles are boxes. Open up the box. [email_address]