Design outside the box - games

Xbox 360 Games - E3 2010 - Guitar Hero 5

http://g4tv.com/videos/44277/DICE-2010-Design-Outside-the-Box-Presentation/

"Games are invading the real world -- and the runaway popularity of Farmville and Guitar Hero is just the beginning, says Jesse Schell. At the DICE Summit, he makes a startling prediction: a future where 1-ups and experience points break "out of the box" and into every part of our daily lives."

One prediction of the future in terms of games, and how advertising can react with that. Lead generation - the use of user optional advertising and signups to gain currency in a virtual environment. The use of different psychological tricks to make money and view advertising.