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SXSW 2019

The Business of Fun: Designing a Design Culture

Game design is an eminently creative and artistic exercise that serves as the foundation for a growing global industry. Each game studio has a unique style, but they all share one thing: The Game Design Discipline.

From the first loading screen to the last cutscene, effective game design blends art and science to keep players entertained and eager for more. Competing forces work to influence the direction of every game--from the players' vision of the product, to the executives goals to hit--but ultimately, design culture dictates the end result.

This panel will discuss how various game design directors with products in a range of lifecycles reconcile their design disciplines with overall studio culture and the material impact this has on each company.

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  1. The value of creating a creative and artistic culture within a discipline, that successfully collaborates with a larger corporate entity
  2. While game design principles may differ from studio to studio, the end goal is the same: A fun, replayable experience for players around the world
  3. Strategic, tactical, and executional case studies on successes and failures in the game design space


  • Greg Street, Lead Game Designer, League of Legends, Riot Games
  • John Erskine, VP of Publishing and CIG Texas Studio Director + Founding team member at Cloud Imperium Games, Cloud Imperium Games


Julie Wiener, Account Executive, Brew PR

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Game Design & Development
  • Level: Beginner
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