Jake Song - a superstar yet down to earth and open Korean programmer - shared his long experience of building online worlds, first in 2D (Lineage, Ultima Online) then in 3D (Lineage 2, World of Warcraft). His talk resembled a how-to build the perfect virtual world, and my favorite slide was the one that said "try to build a weird enough world so users feel like they are somewhere else, but simple enough that people can still use common sense".

Genevieve Bell grew up in Australia, moving between the working class suburbs of Melbourne and Canberra and the Aboriginal communities of Central and Northern Australia. She has a PhD in anthropology and works as Director of User Experience within Intel’s Digital Home Group. There she manages an inter-disciplinary team of social scientists, interaction designers and human factors engineers.