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Issue Date: Vol. 52, No. 11, November 2012, Posted On: 10/29/2012


DNA Concludes First U.S. Conference, Launches International Association


Marcus Webb
TAGS: arcade games, video game, location-based entertainment, away from home entertainment, Digital Out-of-Home Interactive Entertainment Network Association, DNA association, University of Southern California's Davidson Conference Center, public-venue attractions, next-generation arcade, social media in leisure facilities, Jillian's Universal City, Live-Crowd interactive, wallFour, Kevin Williams, KWP Ltd.

LOS ANGELES -- The Digital Out-of-Home Interactive Entertainment Network Association, or DNA for short, staged its first U.S. conference on Oct. 2-3. About 70 experts in digital entertainment gathered at the University of Southern California's Davidson Conference Center to explore new and future trends in high-tech media with public-venue applications.

Organizers used the event to announce the launch of the global DNA Association, comprised of individual experts and companies developing social and networked out-of-home entertainment products for amusement and theme parks, retail centers and educational institutions, as well as for sports, fitness and leisure facilities.

Topics of special interest to amusement operators covered at the U.S. conference included "the next-generation arcade" and "expanding the interactive spectrum in location-based entertainment." Seminars exploring these hot topics discussed how the Internet and mobile media are creating opportunities for games in arcades, cafés and other venues.

The evolving future of amusement operations was also examined in a session that explored social media in leisure facilities. The program provided a close-up look at the increasingly important role of social networking in creating new user interaction, entertainment and marketing opportunities, and in helping leisure facilities reach new audiences.

DNA participants saw demonstrations of cutting-edge arcade games and an enjoyed an evening reception at Jillian's Universal City venue, owned by DNA sponsor GameWorks. Guests experienced the new "Live-Crowd" social-gaming platform from wallFour, which showcased team collaboration in a first-of-its-kind interactive "public-space" game.

Conference founder and organizer Kevin Williams of KWP Ltd. echoed the assessments of many participants by predicting, "The DNA U..S event will be remembered as the start of something really big."

DNA organizers plan to stage a London, England, event in the first quarter of 2013. The group's second U.S. conference is scheduled for the second quarter of 2013. A series of free podcasts recorded at DNA U.S.A. 2012 will be available at the DNA website.

The DNA held its successful inaugural conference in London in 2011. | SEE STORY


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