With an international team of researchers located at our Melbourne and at our Karlsruhe, Germany, offices, as well as in collaboration with our industry and governmental partners, we ask:

• How can we invent and make meaningful use of game thinking and gamification principles, methods and environments? How can citizens, businesses, institutions and cities benefit from this kind of research?
• Which types of games are fit to solve non-entertainment issues, and how can non-game activities, products and processes be made more playful, or even gameful?
• Under which conditions can established forms of popular culture (sports, music, fashion) or media (TV, movies, or other narrative spaces) become interactive, enhanced entertainment experiences?
• What is the next generation web based business model of games beyond virtual item sales?
• What are the social and cultural implications, uses and contexts of games and entertainment today, and how can they feedback into the design of services, processes or IP?
• What else can our game thinking approach bring forth that is original, exciting & fun, and perhaps even has a positive effect on how we live?