The Party Is Full: Inside the Games Industry

In this TPIF roundtable, three experienced leaders break down how the role has evolved beyond “just communication.” Evan Berman (Bungie, Destiny), Linda Carlson (Everquest, Trion Worlds), and Stephen Reid (BioWare, SWTOR, PlayStation, 2K) bring decades of experience running MMO and live service communities at scale.Together, they explore why community management today looks more like governance than messaging, shaping player behaviour, expectations, and the culture of entire game worlds. The conversation covers the shift from forums to Discord and streaming, the rise of creators as “super users,” and the challenge of balancing player sentiment with real data.They also dive into how communities are evolving, from the loss of in-game Game Masters to the rise of player-driven events, mods, and emergent gameplay. It’s a candid look at the realities, pressures, and decisions behind managing modern game communities—and why the role is more critical than ever.https://www.linkedin.com/in/evanberman/https://www.linkedin.com/in/brasse/https://www.linkedin.com/in/stephenreid/

Leon Beilmann, also known as LAxemann, is a senior sound designer and composer working with Bohemia Interactive, where he has spent the past several years shaping the audio experience of large-scale military sandbox games like Arma Reforger and the upcoming Arma 4. His work spans the full spectrum of game audio, from field recording and sound design to system implementation and scripting within the game engine. Leon brings a deeply technical and hands-on approach to building immersive soundscapes, owning entire sections of a game’s audio space and ensuring that every layer of sound contributes meaningfully to player experience.Originally coming from a background in music production, Leon’s path into the industry was driven by modding and community-led projects, eventually leading to professional work on titles like Arma 3’s Spearhead 1944 DLC. Alongside his development work, he shares insights into sound design through his YouTube channel, where he breaks down the craft behind game audio. His career reflects a blend of creativity and engineering, with a strong belief in passion, experimentation, and community as key drivers for breaking into and evolving within the games industry.https://www.linkedin.com/in/leon-beilmann-94903a114/

Colan Neese is a gaming industry insights and strategy leader who has spent his career helping companies understand how games are discovered, played, and sustained. He currently works across Screen Engine and mindGAME Data, where he leads commercial and strategic efforts to turn complex market and audience data into clear, actionable insight for game studios of all sizes. Previously, Colan held senior roles at Twitch, Nielsen, Alida, and Spiketrap, working closely with publishers, platforms, and creators to make sense of player behavior, engagement, and cultural trends shaping the games business.What sets Colan apart is his ability to bridge data, storytelling, and career perspective. His path into games was not linear, and that experience informs how he thinks about education, networking, and adaptability in a rapidly changing industry. In conversations about gaming, Colan brings a big-picture lens, touching on the rise of indie games, the challenges of discovery, the influence of cinema and streaming culture, and how user-generated content and new platforms are reshaping how games are made and found. He is especially passionate about making industry knowledge accessible to the next generation looking to build meaningful careers in games.https://www.linkedin.com/in/colanneesehttps://substack.com/@patchnotesgaminghttps://www.mindgamedata.comhttps://www.screenengineasi.com

Bastien Gerner is a Foley artist, sound designer, and educator with more than a decade of experience creating immersive audio for films, television, and AAA video games. After working across the film sound industry and spending several years as a Senior Foley Artist at Ubisoft Düsseldorf, Bastien developed a reputation for crafting highly detailed, custom sound effects that bring worlds and characters to life. His work spans everything from recording and performing Foley to editing, mixing, and building sound libraries used in large-scale productions.Today, Bastien runs his own studio and education platform through Foley Stage, The Foley Teacher, and The Foley Guild, where he produces professional Foley for games and films while mentoring the next generation of sound designers. Through teaching, consulting, and online training, he helps audio professionals master Foley techniques, improve their sound design workflows, and build sustainable careers in the audio industry.Chapters:00:00 - Introduction to Foley Artistry03:06 - The Complexity of Sound Design in Games06:05 - The Learning Curve of a Foley Artist09:03 - The Art of Creating Immersive Sounds11:49 - Balancing Realism and Audience Expectations14:50 - Bastien’s Journey into Foley18:53 - The Process of Foley Recording24:45 - Designing Sounds for Interactive Experiences31:46 - Examples of Foley in Film and Games38:17 - The Importance of Clarity in Sound Design43:47 - Technological Advances in Foley Recording47:18 - The Art of Foley: Sound Creation Techniques50:12 - Innovative Sound Design in Gaming53:30 - Microphone Techniques for Foley01:00:07 - The Impact of AI on Foley and Sound Design01:05:05 - Teaching the Craft: The Foley Guild01:18:13 - Reflections on a Creative Journeyhttps://www.linkedin.com/in/thefoleyteacher/https://the-foley-guild.circle.so/guild-thefoleyteacher

Demo Akuro is a game trailer and cinematic director specializing in high-impact, in-engine storytelling for games. With a background in both creative direction and hands-on production, he has built a reputation for blending gameplay and cinematic techniques into cohesive, emotionally engaging trailers. His work spans capture, editing, sound design, and real-time cinematics, often created within engines like Unreal Engine and Unity. Currently working freelance through Grimwolf Studio and previously serving as Creative Director at LIV, he has led projects end-to-end, shaping everything from initial concept through to final delivery while collaborating closely with developers and audio specialists.His creative approach is defined by a strong focus on immersion and authenticity, particularly through the use of real-time, in-engine cinematics. After deliberately investing time into mastering 3D workflows, he began integrating custom animations and modded scenes directly into gameplay environments, pushing beyond traditional trailer formats. This evolution is reflected in projects like his Tactical Assault VR short film work and experimental pieces inspired by titles such as Helldivers and Blade & Sorcery. Through this, Demo explores the intersection of marketing and craft, treating trailers not just as promotional tools, but as cinematic experiences that capture the tone, systems, and emotional core of a game.Chapters:00:18 - Defining Virtual Reality00:35 - VR as a Game Design Medium01:47 - Cinematic Storytelling in VR03:14 - Post-Production in VR06:06 - Balancing Immersion & Motion Sickness09:09 - Designing VR Experiences20:55 - Action & Choreography in VR28:24 - Multiplayer in VR32:10 - VR Hardware Limitations32:26 - VR Esports & Competition38:00 - VR in Filmmaking45:12 - The Future of VR & Technology51:54 - VR in Education1:01:39 - Advice for Aspiring VR Creatorshttps://www.linkedin.com/in/demoakuro/https://demoakuro.com/

Ahmpy is a World of Warcraft streamer best known for his leadership in the Hardcore WoW scene, where high stakes gameplay and permadeath redefine what it means to succeed in an MMO. As a guild leader and strategist, he has been at the forefront of world first Hardcore raiding, coordinating large groups of players through meticulous planning, deep game knowledge, and disciplined execution. His approach blends analytical thinking, often leveraging tools like spreadsheets and structured preparation, with a strong emphasis on accountability and team cohesion.Beyond the gameplay itself, Ahmpy represents a broader philosophy around MMO design and community. His content explores how challenge, risk, and shared responsibility create more meaningful player experiences, often contrasting Hardcore with modern WoW systems and the evolving vision of Classic+. Through streaming and community engagement, he offers insight not just into how to play at the highest level, but how to build, lead, and sustain a dedicated gaming community.Chapters:00:00 - Introduction & Guest Ahmpy00:56 - Ahmpy’s Role in WoW Hardcore09:34 - Ahmpy’s Gaming Origins10:24 - From EverQuest to WoW15:10 - Private Servers & WoW Evolution17:22 - How Private Servers Shaped Expectations33:42 - Min-Maxing & Player Behaviour38:24 - Balancing Nostalgia vs Modern Design1:32:18 - Rise of Hardcore WoW1:38:44 - Challenges of Hardcore Play2:08:13 - Guild Leadership & Raid Management2:12:28 - Running Successful Raids2:36:13 - The Future of WoW2:38:18 - Classic+ and What Comes Nexthttps://www.youtube.com/@Ahmpytwitch.tv/ahmpy

James Brooksby is a veteran game studio founder and CEO with over 25 years of experience building, scaling, and leading development teams across the UK games industry. He played a pivotal role in the early growth of Kuju Entertainment, helping it scale to around 350 staff, before going on to found and lead multiple studios including doublesix, Born Ready Games, and Edge Case Games. Across premium, digital, and free-to-play models, James has overseen the development and publishing of titles such as Strike Suit Zero, Fractured Space, and Classified: France ’44, navigating everything from angel investment and VC funding to acquisition by Wargaming.Today, as CEO of Absolutely Games, James focuses on building sustainable strategy game franchises grounded in long-term thinking, strong studio culture, and disciplined decision-making. Drawing on decades of leadership experience, he champions values-based studio building, community collaboration, and long-tail game development — with a clear emphasis on creating games, and teams, that are built to last.https://www.linkedin.com/in/james-brooksby-87a496/https://www.absolutelygames.net/

Joni Lappalainen is the CEO and co-founder of Dreamloop Games, widely known as Finland’s console experts. Over the past decade, he has produced more than 30 shipped game projects and helped over 40 studios successfully bring their titles to PlayStation, Xbox, Nintendo Switch, and PC. As Creative Director and Writing Lead on Inescapable: No Rules, No Rescue, Joni combines hands-on development experience with deep production leadership, guiding teams from concept to certification with a sharp focus on execution, market readiness, and sustainable studio growth.Beyond Dreamloop, Joni plays a central role in shaping Finland’s game ecosystem. As Chairperson of the Finnish Game Developers Association, Vice President of Tampere Game Hub, and Showrunner of the Finnish Game Incubator, he leads strategy, governance, and mentorship efforts that support the next generation of studios. Through the nationally recognized 10-week incubator program, he has helped dozens of teams secure publishing deals, investment, and long-term viability — reinforcing Finland’s reputation as one of the world’s most collaborative and high-performing game development communities.Chapters:00:00 - The Journey of a Builder in the Gaming Industry06:00 - Game Development as a Business12:00 - The Pandemic and the Changing Landscape18:00 - The Future of Gaming and Cross-Media30:00 - The Evolution of Game Marketing38:00 - Data-Driven Game Development48:00 - The Checklist Model for Shipping Games01:00:00 - The Metrics That Define Success01:12:00 - Why Finland’s Gaming Community Thriveshttps://www.linkedin.com/in/joni-lappalainen-dreamloop/https://www.dreamloop.net/

Mark Chen is a games and media scholar, UX researcher, and Teaching Assistant Professor in Media, Technology, and Learning Design at Appalachian State University. His work explores gaming culture, interaction design, qualitative research, and internet studies, with a particular focus on how people learn, collaborate, and form meaning inside online worlds. Mark is the author of Leet Noobs, an ethnography of a World of Warcraft guild that examines how players developed expertise through game mods and social dynamics, and how those same systems ultimately contributed to the guild’s collapse.Beyond academia, Mark is a long time game designer and former museum technologist, having designed educational games at the Oregon Museum of Science and Industry. He also runs Esoteric Gaming, a publication dedicated to celebrating diverse and often overlooked gaming practices. Across research, design, and teaching, Mark’s work sits at the intersection of play, learning, community, and the ethical use of technology in shaping how we connect and make meaning in digital spaces.https://www.linkedin.com/in/markdangerchen/https://markdangerchen.net/https://www.goodreads.com/book/show/13159692-leet-noobs

Eric McConnell is a product leader working at the intersection of games, media, and business. He is currently a Senior Product Manager at Amazon, where he leads engagement and retention strategy for digital manga across Japan and international markets. Over his career, Eric has worked across games and platforms at companies including Amazon Games, EA Sports, Jackbox Games, Warner Bros. Games, Google, Zynga, and Rockstar Games, spanning roles in product management, game design, LiveOps, and monetization. His work has ranged from rebuilding large-scale game economies to leading zero-to-one multiplayer concepts and defining product strategy for live services.Before and alongside his product career, Eric has remained close to making games himself. He is the founder of indie studio Haunt Couture Games, where he solo shipped Anti-Hack, handling everything from design and development to analytics and go-to-market. Across both AAA and indie work, Eric focuses on how metrics, player behavior, and creative vision intersect, and on helping teams make better decisions in complex, often ambiguous environments. He brings a grounded perspective on careers in game product management, balancing art and business, and learning how to grow by shipping real things.Game PM Field Manualhttps://ericmcconnell.com/index.php/the-game-pm-field-manual-2/Substack/Bloghttps://www.gameindustrypatchnotes.comLinkedInhttps://www.linkedin.com/in/eric-mcconnell/

What does game design actually mean in 2026. This TPIF roundtable brings together three experienced design leaders who have built and shipped games across multiple eras of the industry. Hal Sandbach is a veteran design director and former Head of Design at d3t, with a career spanning from Psygnosis and Codemasters through to Sony and Evolution Studios. Nigel Kershaw is Director at Wushu Studios with over thirty years of hands on development experience, known for championing creativity and fun even as teams scale. Will Maiden is a gameplay and systems designer at Chief Rebel, currently leading core product work on Fellowship, with deep experience in prototyping, pitching, and building modern multiplayer systems.Together, they unpack how the role of the designer has evolved across modern studios, game engines, and genres. From creative problem solving and player psychology to procedural generation and AI driven systems, this episode explores how games are really made today and why the designer often acts as the glue between code, art, production, and player experience.The conversation moves between big picture philosophy and the realities of day to day development. There is debate around innovation and risk, the pressure to ship, the usefulness and limits of data, and how vision changes once a team starts building. It is an honest look at the trade offs, tensions, and messy decisions behind modern game design, from prototype to release.https://www.linkedin.com/in/hal-sandbach/https://www.linkedin.com/in/willmaiden/https://www.linkedin.com/in/nigel-kershaw-266b94/

Jack Emmert is a veteran game developer and studio leader best known for his foundational work in the MMORPG genre. As a co founder and long time leader at Cryptic Studios, Jack played a central role in shaping some of the most influential online worlds of the last two decades, including City of Heroes, Star Trek Online, and Neverwinter. Over the course of his career, he has worn many hats ranging from lead designer to creative director to COO and CEO, giving him a rare end to end perspective on how MMOs are conceived, built, launched, and sustained over time.After sixteen years at Cryptic, Jack stepped away to broaden his perspective, joining Daybreak Games where he worked alongside EverQuest I and II veterans on long running live games such as DC Universe Online, Lord of the Rings Online, and Dungeons and Dragons Online. That experience deepened his thinking around longevity, community trust, and the realities of operating true forever games. In recent news, Jack has returned to Cryptic Studios, bringing with him a renewed perspective shaped by decades of MMO evolution and leadership across multiple philosophies. Today, he remains one of the most thoughtful and experienced voices in online game development, focused on authenticity, player experience, and the communities that keep virtual worlds alive.https://www.linkedin.com/in/jackemmert/https://crypticstudios.com/

Somer Esat is a senior engineering leader with over 12 years of experience building and scaling high performing engineering organizations in the games industry. He spent a decade at Blizzard Entertainment as Senior Engineering Manager on Overwatch and Overwatch 2, where he helped grow the engineering organization from roughly 35 to over 65 engineers while supporting a globally loved live service franchise shipping on a consistent six week cadence. Known for his calm leadership style and deep care for people, Somer has built teams grounded in ownership craftsmanship and psychological safety while delivering complex systems at scale.Across his career, Somer has partnered closely with executives and cross functional leaders to translate long term vision into execution, develop strong leadership benches, and create durable engineering cultures that scale. His work spans engineering strategy talent development leveling frameworks live service operations and leadership coaching, with a particular focus on helping engineers grow from individual contributors into confident effective leaders. Somer is passionate about building organizations where empowered teams do their best work and where sustainable processes lead to world class player experiences.https://www.linkedin.com/in/someresat/

Richard Browne is a veteran games industry executive with over 35 years of experience spanning game development, publishing, transmedia, and business leadership. His career has evolved alongside the industry itself, from the early days of console and PC development through to modern live services, digital distribution, and global publishing. Over the decades, Richard has helped bring dozens of games to market across every major platform, working with some of the most respected studios, publishers, and creative teams in the world. His work has consistently sat at the intersection of creative vision, commercial strategy, and technological innovation.Most recently, Richard served as Head of External Publishing at Digital Extremes, where he built and led a 30-strong publishing organization overseeing development, marketing, technology, and go-to-market strategy for third-party titles, including the launch of Wayfinder. Today, through Blue Moon Production Company, Richard advises developers and publishers on IP development, publishing strategy, and market positioning, acting as a connector between creative teams, partners, and capital. Known for his honest, experience-driven perspective, he remains deeply passionate about the craft of making games and helping the next generation of creators navigate an increasingly complex industry while staying true to their creative vision.https://www.linkedin.com/in/brownerichard/

Xaryu "Josh Lujan" is a veteran World of Warcraft creator, PvP competitor, and streamer best known for his mastery of Mage gameplay and deep understanding of MMO systems. He began playing during the original Classic era and rose to prominence through high level Arena competition, earning multiple Rank One titles. During the early growth of Twitch, Xaryu built a following by streaming competitive PvP, innovating high skill challenges, and establishing himself as one of the most consistent and technically skilled Mage players in the game.In recent years, Xaryu has become a leading voice around World of Warcraft Classic, Hardcore WoW, and the future of MMORPGs. He is a strong advocate for preserving the core vision of Classic WoW, emphasizing player identity, meaningful friction, and social interdependence over convenience driven design. Through Hardcore runs, community challenges, and streamer driven projects like OnlyFangs, he has helped shape Classic WoW into a space for emergent storytelling and high stakes social play. Today, he is widely respected not just as a top tier player, but as a thoughtful and influential voice on what makes online worlds enduring and meaningful.Chapters:00:00 Intro and meeting Xaryu03:45 Discovering WoW and why early MMOs felt magical09:30 Addiction, balance, and building healthier gaming habits13:00 Treating real life like MMO dailies17:35 Going viral and surviving WoW’s ups and downs21:30 What makes WoW Classic special24:45 Retail WoW, QoL changes, and unintended consequences27:30 Classic Plus, game design leadership, and community vision35:50 Expansion fatigue and lessons from chess and Counter-Strike41:40 Progression models and long term content value46:00 Class identity, imbalance, and why uniqueness matters54:00 Why Arena does not belong in Classic Plus59:30 Dueling, social PvP, and in-world competition01:01:05 Server-wide events and living worlds01:04:00 Mystery, Easter eggs, and rediscovery01:13:30 Hardcore WoW and why it changed everything01:19:00 Preparation, consequence, and meaningful gameplay01:23:30 Ultra Hardcore, immersion, and mortality01:32:00 Hardcore as reality TV and emergent storytelling01:36:00 Payo PvP moment and viral chaos01:39:00 OnlyFangs, streamer guilds, and social experiments01:41:30 What players truly want from online worlds01:44:45 Advice for aspiring creators and streamershttps://www.youtube.com/@Xaryuhttps://www.twitch.tv/xaryuhttps://www.instagram.com/joshlujan/?hl=enhttps://xaryu.tv/collections/all

Greg Street is a veteran game designer and studio leader with more than two decades of experience shaping some of the most influential games and online worlds in the industry. He was recently the Studio Head and Game Director at Fantastic Pixel Castle, a fully remote AAA MMORPG studio backed by NetEase, leading the development on a new MMO project codenamed Ghost. Greg is best known for his time as Lead Systems Designer on World of Warcraft at Blizzard Entertainment, where he oversaw major systems including classes, combat, items, professions, PvP, and encounters, contributing to multiple expansions during one of the game’s most formative eras.Following Blizzard, Greg spent nearly a decade at Riot Games in senior leadership roles, including Design Director on League of Legends, Head of Creative Development, VP of IP and Entertainment working on projects like Arcane and Riot Forge, and VP and Executive Producer on Riot’s MMO R&D initiative. Earlier in his career, he was a Lead Designer at Ensemble Studios, working across the Age of Empires franchise, including Age of Empires III. Known for his clear design philosophy, emphasis on playtesting, and deep understanding of player behavior, Greg continues to be a leading voice on MMO design, community driven development, and the future of online worlds.Chapters:00:00 From Oceanography to Game Design02:37 Influences and Early Game Design Philosophy05:23 Playtesting and Understanding Player Behavior10:38 Entering MMOs and the Blizzard Years14:15 Building World of Warcraft as a Living World20:50 Exploration, Knowledge, and MMO Mystery22:58 Designing Classes, Talents, and Player Choice29:06 The Evolution of Game Design in WoW31:37 Balancing New Players and Veterans34:19 Retention, Long Term Engagement, and Community39:15 Solo Play, Hardcore Modes, and Player Rituals49:47 Classic WoW, Cataclysm, and Design Consequences56:03 Managing Multiple MMO Versions57:26 The Future of MMORPGs59:30 Storytelling and Player Driven Narratives01:04:53 The Real Challenges of MMO Development01:07:34 New Ideas for MMO Content and Combat01:10:33 Mods, Community, and Player Empowerment01:15:40 Advice for Aspiring Game Designers01:19:26 What’s Next for Greg Streethttps://www.linkedin.com/in/greg-street-b356447/

Raphael Stange is the CEO of Nitrado, one of the world’s leading providers of multiplayer server infrastructure for game studios and players. A lifelong gamer, Raphael’s perspective is shaped by thousands of hours spent in online worlds like EVE Online, giving him a player first understanding of what makes multiplayer games thrive. At Nitrado, he works closely with developers to help them launch, scale, and sustain online games, supporting everything from early access builds to global live service titles, with a strong emphasis on performance, flexibility, and community driven experiences.Under Raphael’s leadership, Nitrado has become a trusted infrastructure partner for major studios and platforms, including collaborations with Rockstar Games through its FiveM ecosystem. He is a strong advocate for modding as a core pillar of modern multiplayer games, believing that player creativity and community servers are essential to long term engagement and game longevity. Through Nitrado and its GameFabric platform, Raphael focuses on building infrastructure that empowers studios and creators alike, enabling custom servers, modded experiences, and scalable online worlds that put players at the center.Chapters:00:00 - Introduction and Unconventional Paths into Games03:06 - A Lifelong Fascination with MMORPGs06:01 - Where Marketing Meets Game Development08:53 - Navigating the Complexity of the Games Industry11:56 - How Marketing in Games Has Evolved15:00 - The Changing Role of AI in Marketing17:44 - What Agentic AI Means for Digital Marketing20:56 - Understanding Multiplayer Server Infrastructure23:47 - Nitrado and the Realities of Game Server Management27:00 - Why Modding and Community Matter40:55 - How Modding Shapes Long Term Game Success45:52 - The Future of Modding and Player Created Content51:20 - Roblox and the Rise of Platform Games55:58 - Building Infrastructure for the Next Generation of Online Games01:03:14 - Advice for Aspiring Game Developers01:09:54 - Leadership Lessons from Building and Scaling Companieshttps://www.linkedin.com/in/raphaelstange/https://server.nitrado.net/

Steve McLeod is the founder of Feature Upvote, a feedback management platform used by game studios around the world to make sense of overwhelming volumes of player input. With more than two decades of software development experience, Steve has built his career around creating simple, reliable tools that help teams understand what their players actually need. His focus on usability, scalability, and performance led him to develop Feature Upvote in 2017 after realizing traditional tools like Jira were not built for the realities of player-driven development.Today, his platform supports studios of all sizes, from emerging indies to teams behind breakout titles such as Valheim, Core Keeper, Northgard, Cities: Skylines II, Enshrouded, and Dune: Spice Wars. Feature Upvote helps these studios surface meaningful insights from thousands of suggestions, votes, and comments, ensuring that feedback from both power users and the silent majority is captured and understood.Chapters:01:32 – Steve’s Journey into the Gaming Industry02:56 – Collecting Player Feedback06:06 – Balancing Player Feedback and Game Vision09:12 – The Art of Listening to Players12:01 – The Dilemma of Public Feedback15:12 – Creating Effective Feedback Boards18:12 – Understanding Player Demographics20:51 – The Evolution of Player Bases24:08 – Surfacing Feedback Opportunities28:48 – Effective Feedback Mechanisms in Gaming31:30 – Navigating Feedback Channels (Public vs Private)33:36 – The Impact of Mob Mentality on Game Reception35:12 – Managing Feedback Tone and Community Dynamics40:28 – Incentivizing Player Feedback44:47 – The Role of AI in Analyzing Player Feedback53:41 – Feedback in Gaming vs Banking57:42 – Navigating Customer Feedback on Reddit01:01:11 – Understanding Player Demographics and Game Mechanics01:03:21 – The Role of Feedback in Game Design01:06:05 – The Clash of Production Models in Game Development01:09:22 – Streamers as Influencers of Player Feedback01:12:05 – The Helldivers 2 Controversy01:15:18 – Advice for Aspiring Game Developers and Creatorshttps://www.linkedin.com/in/steve-mcleod-fuv/https://featureupvote.com/ @TheCommunityLoungeYT  ...#gamedevelopment #gamedesign #playerfeedback #communitymanagement #playerengagement #indiegamedev #AAAstudios #gamingpodcast #aitools #sentimentanalysis

Hal Sandbach is a veteran Game Designer, Director, and Design Leader whose career spans almost three decades across studios including Psygnosis, Codemasters, Warthog, Evolution Studios, Sony Computer Entertainment Europe, and d3t. Since beginning his journey in 1997, he has shaped game systems and experiences across genres from FPS to AAA racing, developing a philosophy rooted in clear vision, psychological insight, and deliberate design. Hal believes that great games are engineered with an understanding of how people think and feel, creating experiences that are motivating, memorable, and deeply enjoyable.As a leader, Hal is known for his communication-first approach and his ability to build intrinsically motivated, high performing design teams. During his tenure as Head of Design at d3t, the studio earned several Best Places to Work awards, reflecting his commitment to culture, mentorship, and people-centered leadership. He has also taught Game Design Theory at Sheffield Hallam University and remains passionate about helping designers grow, communicate clearly, and create the kinds of experiences that players love to share. Outside of work, Hal enjoys writing, walking, and the occasional climb when opportunity calls.Chapters00:00 — The Journey into Game Design02:51 — Evolution of the Gaming Industry05:41 — The Importance of Team Dynamics08:33 — Communication in Remote Work11:46 — The Role of Vision in Game Design14:32 — The Shift in Game Production17:15 — Empowering Creative Teams20:05 — Cohesive Game Design23:06 — The Impact of AI on Game Development34:37 — The Nuances of AI in Creative Work37:03 — Optimism Around AI in Game Development39:11 — The Growing Pains of AI Integration42:21 — Creativity and Originality in AI-Driven Design45:21 — Balancing Innovation and Risk in Game Development49:42 — Polish vs Feedback: The Game Development Dilemma52:09 — The Role of Community in Game Development58:02 — The Future of Gaming: Player Empowerment and AI01:02:51 — Emotional Investment in Gaming Experiences01:07:42 — Design Philosophy and Player Motivation01:08:20 — Understanding Motivation in Games01:10:28 — Self-Determination Theory and Player Agency01:16:35 — The Psychology of Game Design01:19:30 — Game Mechanics and Player Engagement01:23:13 — The Joy of Making Games01:26:50 — Communication in Game Design01:29:38 — Advice for Aspiring Game Designershttps://www.linkedin.com/in/hal-sandbach/...#GameDesign #GameDevelopment #GamingIndustry #GameDev #GameDesignPodcast #TPIFPodcast #ThePartyIsFull #AIinGaming #AIGameDev #FutureOfGaming #GameInnovation #AIDesignTools #GameDevLife #RemoteWork #TeamDynamics #CreativeLeadership #DesignLeadership #PlayerMotivation #GamePsychology #UserExperienceDesign #PlayerAgency #NarrativeDesign #CommunityDrivenDevelopment #UGC #PlayerEmpowerment #GameCommunities #AspiringGameDevs #GameDesignCareers #LearnGameDesign

Stephen Reid is a veteran community and marketing leader with over 20 years of experience building some of gaming’s most iconic online communities. From BioWare’s Star Wars: The Old Republic to Meta’s Facebook Gaming, Stephen has shaped how studios connect with players, turning customers into fans and fans into superfans. His career spans leadership roles at 2K, HTC Vive, Inworld AI, and 1047 Games, where he launched global IPs, led community teams of up to fifty, and crafted social strategies that reached audiences in the millions.He is a passionate advocate for authentic storytelling and transparency in games, blending creative vision with operational expertise. His work sits at the intersection of community health, influencer relations, and brand identity, where genuine communication meets measurable impact. Whether managing Discord servers with a million players or redefining tone of voice for a global franchise, Stephen builds strong communities through trust, not tactics.https://www.linkedin.com/in/stephenreid/...#CommunityManagement #GameDevelopment #GamingIndustry #MMORPG #PlayerEngagement #GameDesign #OnlineCommunities #VirtualWorlds #GamingCulture

Tom Storr is the Co Founder of The Experimentation Group, a consultancy that helps mobile game studios grow through structured experimentation. With over a decade of experience in product leadership, analytics, and free to play design, he works with teams to uncover what truly drives engagement, retention, and monetisation. At TXG, Tom partners with studios to embed a culture of testing and iteration, using A B experiments, live ops design, and economy optimisation to build games that scale sustainably.Before founding TXG, Tom spent seven years at King, where he worked across the Candy Crush, Bubble Witch, and Pet Rescue franchises, translating player data into features that moved the needle on engagement and revenue. His work has helped rebuild match 3 retention from 1 to 45 percent in six weeks and lift Coffee Golf’s RPI by 75 percent through progression and economy redesigns. Based in London, Tom continues to champion experimentation as both a mindset and a methodology for building better games.Chapters:00:00 - From Microsoft to King – A Journey in Game Monetization02:40 - The Role of Experimentation in Game Development05:34 - Balancing Qualitative and Quantitative Research08:33 - Why Hypothesis-Driven Testing Matters11:26 - Understanding Player Behavior and Retention14:35 - How Goals Shape Player Engagement17:33 - The Social Side of Gaming – Competition and Connection20:24 - Gamification Lessons Beyond Games23:27 - The Future of Experimentation in Gaming34:05 - Embracing Change and Learning from Failure36:24 - The Psychology Behind Experimentation39:01 - Sharing Knowledge and Documenting Insights42:56 - Key Metrics That Define Game Success46:00 - What A/B Testing Really Means in Mobile Games49:58 - The Future of Mobile Gaming and Innovation55:55 - Rethinking User Acquisition01:00:28 - Advice for Aspiring Game Experimenters...#gamedevelopment #gamedesign #mobilegames #productmanagement #gameeconomy #experimentation #abtesting #playerretention #freetoplay #gamingindustry #useracquisition #monetization #playerbehavior #thepartyisfull #gengisacademy

Bader AlQahtani is a Technical Combat Designer at Brain Jar Games, specializing in responsive melee systems and AI-driven enemy design for action-adventure titles. With a background in Unreal Engine and a portfolio spanning studios such as Studio Pixanoh, Studio Blanc, and KaloPlay, Bader brings a refined understanding of how to make combat feel impactful, expressive, and deeply satisfying. His approach blends the technical precision of system design with a cinematic eye for player feedback and rhythm — the “three Cs” of camera, character, and controller — to create gameplay that feels both intuitive and empowering.A graduate of NYU’s Game Center with a foundation in design from Parsons School of Design, Bader’s journey into game development was driven by curiosity, iteration, and a lifelong fascination with fighting games and player mastery. Influenced by titles like Devil May Cry and God of War, his work reflects a philosophy of balance between readability, challenge, and player expression. Whether building boss AI, prototyping combo systems, or mentoring aspiring designers, Bader’s passion lies in crafting the kind of combat that makes players feel like they’ve truly earned every hit.Chapters:00:00 – What Is Technical Combat Design?02:39 – Defining the Core of Combat Design05:46 – Bader’s Journey Into Game Design14:46 – Breaking Into the Game Design Industry20:20 – Networking and Industry Connections25:35 – Why Asking Questions Matters28:59 – The Future of Combat Design30:02 – The Weight and Responsibility of Combat Design30:50 – How Behavior Trees Changed Game AI31:54 – Balancing Predictability and Challenge36:26 – Designing Abilities and Their Oppositions38:54 – Risk, Reward, and Stakes in Gameplay41:28 – Lessons Learned in Combat Design47:36 – The Rise of Junior Combat Design Roles51:56 – Building Healthy Team DynamicsTT: www.tiktok.com/@therealgengisIG: www.instagram.com/therealgengis/...#GameDevelopment #CombatDesign #TechnicalDesign #GameDesign #AIinGames #PlayerExperience #Mentorship #GameIndustry #DesignBalance #CombatMechanics #TeamDynamics #GameCareers #DesignJourney #LevelDesign #GengisAcademy #ThePartyIsFull #GameDev #Videogame #Gaming

Ellise Collins is a Game Designer at Lucid Games with a multidisciplinary background spanning design, animation, and technical art. Over the past eight years, she has worked on titles such as Destruction AllStars (2021), Nightingale (2023), and an unannounced project at Lucid, where her focus includes designing systems, content, and player experiences for large-scale live service games. Her path into game design was forged through hands-on learning in smaller studios, where she combined her animation roots with broader responsibilities across gameplay, UI, and VFX — giving her a holistic understanding of how creative and technical disciplines intersect.Before joining Lucid, Ellise spent nearly four years at BIGUMAKU Ltd and Minilab Studios, where she contributed across art, animation, and implementation for titles like Artie’s World, Hilda Creatures, and Muvimi. Her early career as an animator evolved into a hybrid developer role, building shaders, rigs, and prefabs, and collaborating directly with engineers to deliver polished, game-ready assets. Ellise brings this hybrid mindset into her current work, balancing creative vision with production realities, and mentoring others on how to navigate non-linear career paths in the games industry. She is also an active speaker at industry events such as Snappy Gurus Careers Week, sharing her journey and insights with aspiring developers.Chapters:00:00 - From Animation to Game Design: A Journey03:00 - The Importance of Communication in Game Development05:58 - Navigating Design Trials and Learning on the Job08:57 - Collaboration: The Key to Successful Game Design11:50 - Iterative Design: Embracing Change and Feedback14:48 - Selling Ideas: The Art of Persuasion in Game Development17:59 - Prototyping: The Path to Effective Game Design20:58 - Understanding Player Feedback in Live Service Games23:55 - The Evolution of Game Development: Learning from Mobile Games33:57 - The Shift in Game Development Dynamics38:53 - AI’s Role in Game Design45:28 - Evolving Roles in Game Design51:11 - Learning Through Experience59:59 - Advice for Aspiring Game DesignersReach out to Ellise: https://www.linkedin.com/in/ellise-collins-465902128/...#GameDesign #GameDevelopment #MMORPG #CareersInGames #WomenInGames #Animation #SystemsDesign #LiveServiceGames #Videogame #Gaming #CareerAdvice #Careers #GameDev #LucidGames

Bob Watson is a QA Manager and Lead QA with 25 years of experience driving test strategy, planning, and execution across projects ranging from indie releases to AAA franchises. Currently leading QA at a stealth-mode startup and formerly Studio QA Manager at Romero Games, he has built and scaled QA teams, introduced automation-driven triage systems, formalized playtest processes, and created career-path frameworks that turn QA into a sustainable discipline within studios. His approach blends rigorous methodologies like black/white-box testing and session-based exploratory testing with pragmatic reporting that empowers developers to ship with confidence.Previously, Bob was Senior QA Manager at DICE, leading QA for the Battlefield franchise, QA Director at CD PROJEKT RED supporting The Witcher 3’s award-winning DLCs, and QA Manager at Ubisoft Singapore on Ghost Recon Phantoms and Skull & Bones. His career also spans roles at NCSoft, Disney Interactive, and Bigpoint, where he has consistently focused on psychological safety, mentorship, and building multi-studio QA partnerships. Bob’s leadership style is defined by servant-leadership values and a passion for turning testing into a craft that elevates both games and the teams that make them.Chapters:00:00 – Understanding Quality Assurance (QA) in Gaming03:03 – The Role of Communication in QA05:59 – Deep Dive into Bug Analysis09:09 – The Balance of Process Improvement and Trust11:55 – Quality as a Team Mindset14:49 – The Evolution of QA’s Role17:35 – Exploring Fun and User Experience in QA20:59 – The Importance of Data in QA Feedback23:51 – Empathy and Collaboration in QA26:43 – Navigating the Developer-QA Relationship35:28 – Empowering QA Professionals38:49 – The Value of Experienced QA Teams42:19 – The Disposable Nature of QA45:30 – The Glass Ceiling in QA Careers50:28 – Scaling QA in Large Teams58:00 – The Future of AI in QA01:02:34 – Getting Started in QA CareersReach out to Bob: https://www.linkedin.com/in/robertiainwatson/...#GameDevelopment ...#QualityAssurance #GamingIndustry #Leadership #CareerInGames #GameProduction #Testing #LiveOps

James Older is a Creative Director and Co-founder at Landmark Games with over a decade designing and shipping mobile titles. He leads product vision from concept to live release, mentors multidisciplinary design teams, and blends UX, economy, and monetisation to deliver player-first experiences.His toolkit spans Unity, metagame systems, level design, gameplay balancing, KPI-driven iteration, and Live Ops planning—underpinned by hands-on user testing and clear documentation that keeps teams aligned and moving.Previously, James was Lead Game Designer at Big Pixel Studios on a major Adult Swim IP, Senior Game Designer at Ubisoft’s Future Games of London on Hungry Shark World, and a senior designer at BIGUMAKU, with early roles at Hooplo shaping social and mobile concepts. Across roles, he has built new IP, worked with large brands, and championed quality and team growth while shipping successful F2P products to global audiences.Chapters00:00 – Journey into Game Development03:11 – The Art and Science of Game Design06:02 – Creating Engaging Game Experiences08:57 – Understanding Player Psychology11:59 – The Evolution of Gaming Audiences14:47 – The Impact of Mobile Gaming17:53 – The Role of Innovation in Game Design21:03 – The Future of Game Monetization23:53 – Balancing Game Design and Player Engagement35:16 – The Evolution of Gaming Mechanics39:26 – The Future of Gaming Technology42:13 – Audience Dynamics in Gaming50:34 – Building a Game Studio: Insights from Landmark56:41 – The Emotional Connection with Virtual Pets01:05:58 – Advice for Aspiring Game DevelopersConnect with James: https://www.linkedin.com/in/jamesolder/#GameDevelopment #GameDesign #PlayerEngagement #IndieGames #MobileGames #GameProduction #CommunityBuilding #CareerInGames

Doug Pennant is a Senior Producer at Infinity Ward and the author of The Pocket Mentor for Game Production. With over 13 years of experience across PC, console, and VR development, Doug has managed projects from pre-production through release while fostering transparent, interconnected studio cultures.He’s passionate about mentorship and accessibility, having given a GDC talk on designing for color-blindness, and he continues to champion practices that make game development more inclusive and sustainable. Alongside his production career, Doug shares insights to help the next generation of producers grow faster and smarter.Before joining Infinity Ward, Doug spent nearly a decade at Creative Assembly, where he advanced from QA into production, managing cross-discipline collaboration, improving pipelines, and mentoring staff through both co-located and distributed teams. He also produced VR projects at FundamentalVR, building processes around budgets, velocity, and team health. Whether shipping AAA titles or writing guides for aspiring producers, Doug has built a reputation for combining structured project management with empathy, accessibility, and an enduring passion for game development....#AI #Videogames #ChatGPT #TeamCulture #GameIndustry #Gaming #OfficeCulture #WorkCulture #CreativeWriting #GameDev #GameDesign #GameDevelopment

Benjamin Carcich is the Principal and Co-founder of Valarin Inc. and the host of the Building Better Games podcast and newsletter. With a background in production leadership at Riot Games and years of experience coaching and consulting, he helps producers and development teams build better processes, cultures, and outcomes.Through Valarin, Benjamin provides training in agility, leadership, facilitation, and work systems, and offers one-on-one coaching to support career growth and organizational effectiveness.Before founding Valarin, Benjamin served as a Development Manager and later Senior Manager at Riot Games, where he led cross-functional teams, production operations, and training initiatives across League of Legends and other projects. Earlier in his career, he was an officer in the U.S. Army, where he honed his leadership skills under demanding conditions.Today, he combines his military, production, and coaching experience to help individuals and studios create effective teams and sustainable game development practices.The Party Is Full Episode 12, out now…#leadership #gamedevelopment #riotgames #riot #leagueoflegends #military #careerdevelopment #leaders #gamedesign #gaming #podcast

Greg Reisdorf is a veteran game designer and creative director with over 23 years in the industry, best known for his 13 years leading multiplayer design on Call of Duty, where he directed more than 100 maps, weapons, and modes, and helped drive over $10 billion in revenue. His innovations in multiplayer design, including advanced movement systems, weapon variants, and combat pacing, have shaped one of the most successful franchises in gaming history. Before his time at Sledgehammer Games, Greg worked at Electronic Arts on titles such as The Godfather II and Dante’s Inferno, and has also taught game design as an adjunct faculty member at the University of Silicon Valley. Today, he is the co-founder of Oncade, a new platform reimagining game distribution through community-driven, direct-to-player engagement.Discover Oncade: https://oncade.gg/https://www.linkedin.com/in/gregreisdorf/TT: www.tiktok.com/@therealgengisIG: www.instagram.com/therealgengis/

Kenny Chan is a game product manager, producer, and designer with over 17 years of experience across AAA, mobile, and indie games. Starting his career in QA, he went on to hold leadership roles at Ubisoft, Wargaming, gumi Asia, and Nitro Games, where he led projects such as Wayfinder’s mobile adaptation and a new Netflix mobile title based on one of the platform’s biggest IPs. With expertise in product vision, live monetization, gameplay design, and cross-functional team leadership, Kenny has shipped games on Android, iOS, PC, and console. He is passionate about creating fresh, player-first experiences, building diverse teams, and exploring how AI can enhance the craft of game development.https://www.linkedin.com/in/kennych/TT: www.tiktok.com/@therealgengisIG: www.instagram.com/therealgengis/...#GameDesgin #GameDev #GetIntoGames #GameDevJobs #CareerAdvice #CareerHelp #GameJobs #Videogames #Gaming #Netflix #MobileGame #Ubisoft #Wargaming

Joe Burridge helps game studios build world-class teams. He leads talent at Play Ventures, supporting portfolio companies with hiring, org design, and scaling strategies. Previously, he recruited for Epic Games and EA, hiring across global tech and studio teams for titles like Fortnite, Rocket League, Battlefield, Frostbite, and more. Joe also hosts The Talent Game Podcast, where he shares practical hiring advice, career tips, and insider insights on the games industry. He’s passionate about helping people break into games, grow their careers, and find the right studio fit, whether you’re shipping solo projects or scaling AAA.Chapters00:00 - Introduction to Recruitment in Gaming05:00- The Importance of Recruitment08:00 - The Power of Storytelling in Interviews11:51 - Joe's Journey into the Gaming Industry20:02 - What Makes a Good Hire?30:07 - Networking Strategies for Success37:00 - Crafting Effective CVs and Cover Letters44:00 - The Role of Recommendations in Recruitment51:55 - Final Thoughts on Breaking into the Gaming Industry

Paolo Abela is a multiplayer specialist with over 12 years in game development. At Unity, he works on core multiplayer tools like Netcode for GameObjects, templates, and Unity Game Services. He helps thousands of developers build and scale online games. As founder of Fatum Games, Paolo leads the development of Ariokan, a live online card game where players create official cards in real time. Through his consulting brand JustDevIt, he supports indie and AA studios with multiplayer architecture, prediction, rollback, scaling, and launch readiness. He’s shipped over 10 games, taught hundreds through YouTube tutorials, and helps teams avoid costly mistakes when building online games.Find Paolo's links here: https://paoloabela.carrd.co/TT: www.tiktok.com/@therealgengisIG: www.instagram.com/therealgengis/

Alexander Brazie is a veteran game designer with 20+ years in AAA games, known for his work on World of Warcraft, League of Legends, Ori & the Will of the Wisps, No Rest for the Wicked, and multiple unannounced projects. He’s the Co-Founder of Game Design Skills, an online platform dedicated to leveling up designers through hands-on guides, courses, bootcamps, and a thriving Discord community of 3,300+ devs. Alexander’s experience spans combat, balance, systems and leadership roles across Blizzard, Riot, Moon Studios, and consulting gigs worldwide. At Blizzard he helped overhaul Warlocks, built boss encounters and engineered the pet battle system; at Riot he led key support improvements, redesigned Xerath, and helped create the enduring vision trinket system; at Moon he drove core combat for a coop precision ARPG and crafted the shard and weapon systems in Ori. Beyond AAA, he’s helped startups shape teams, build culture, and solve tough design problems. Today he’s on a mission to help 100,000 game designers grow their skills and careers through practical education and a no-BS approach to making “fun” tangible.00:00 - Introduction to Game Design Journey04:05 - Evolution of Game Design Over the Years07:29 - Lessons from Designing The Burning Crusade21:42 - Changing Dynamics of Players and Developers26:17 - The Impact of Community and Optimization33:06 - Nostalgia and the Future of MMORPGs34:04 - The Social Dynamics of MMOs38:44 - The Impact of Dungeon Finder on Community43:37 - Scarcity and Risk in Gaming48:39 - The Future of MMORPGs53:29 - Generational Shifts in Gaming Preferences57:36 - The Evolution of League of Legends01:03:05 - Innovations in League of Legends01:05:54 - The Evolution of Gameplay Strategies01:10:44 - Balancing Game Mechanics for Player Engagement01:16:13 - Essential Qualities for Game Designers01:21:57 - Learning from the Past: The Art of Game Design01:29:00 - Closing Thoughts and Community Engagement

AJ ‘Dr Doom’ Shewki is the CEO and co-founder of LIV, the platform where the next generation of players create and connect in VR. A ramen-obsessed, powerlifting gamer with a love for death metal, AJ has built his career around live gaming, esports, and immersive tech. At LIV, he’s on a mission to make streaming and sharing in VR as effortless as it is on a smartphone. Under his leadership, LIV has powered Oculus Quest launch trailers, Beat Saber’s Linkin Park videos, and set the standard for mixed reality capture. Now based in Lisbon, AJ continues to build for a global audience, shaping the future of social experiences in immersive worlds.🖼️ Find out more about LIV: https://www.liv.tv/ ➡️ Follow @LIV on X, Instagram, Facebook, and YouTube, @poweredbyliv on TikTok👤 Connect with AJ directly on: https://www.linkedin.com/in/ashewki/...#VR #XR #VirtualReality #ImmersiveTech #GamingIndustry #Esports #GameDev #MixedReality #ContentCreation #StreamerLife #FutureOfGaming #Metaverse #TechInnovation #SocialGaming #Creators #IndieDev #BeatSaber #OculusQuest

Sierra “Cc” Clark and Aspen Clark are the sister co-founders of Walk in the Park Studios, an indie game studio on a mission to craft bright, inviting, and deeply meaningful gaming experiences. Before launching their own venture, both honed their skills in the AAA industry, working on large-scale projects that gave them a sharp eye for technical design, narrative, and what truly keeps players engaged.https://www.walkintheparkstudios.com

Aspen Clark is a mission and level designer with credits on Fallout 76, Starfield, and Five Nights at Freddy’s: Secret of the Mimic. She blends narrative, systems, and spatial storytelling to craft emotionally resonant gameplay. Aspen now leads Walk in the Park Studios, where she’s building a heartfelt co-op platformer about returning home, designed to be as meaningful as it is memorable.Chapters:02:12 - The Realities of Starting an Indie Studio06:04 - Building a Team: Family and Collaboration11:27 - Understanding White Boxing in Game Design15:47 - Onboarding Players: The Art of Tutorialization23:21 - The Dangers of Data-Driven Design26:57 - The Unique Appeal of Expedition 3330:07 - The Timelessness of Nintendo Games34:21 - The Art of Narrative Design38:35 - Vision in Game Development46:43 - Understanding Player Groups53:13 - Game Engines Explained01:08:49 - Traits of a Successful Game Developer01:12:35 - Lessons Learned from Mentorship01:15:16 - Turning Mistakes into Opportunities01:19:36 - Advice for Aspiring Game Developers

Not every good game survives. Not every fun feature matters. So what actually makes a game work?In this episode, I sit down with Aaron Morley, Lead Product Manager at Sumo Digital, to explore how product thinking shapes the games we play — and why success in this industry is about more than just fun.We dive into: • The real difference between product and production roles • Why some features fail even with perfect data • What it means to design with players, not just for them • How live games evolve (and how to know when to pivot) • What devs can learn from dads with no time and MMO nostalgia#gamedev #productmanagement #gameindustry

In this episode, I sit down with Nathan Silvers, one of the original creators behind Call of Duty, to unpack the wild early days of FPS game development... from LAN parties and Quake mods to working with Spielberg on Medal of Honor, to the creative genius that birthed Modern Warfare.We talk about: • The startup origins of Call of Duty • How level design and scripting evolved in AAA development • Why Infinite Warfare didn’t get a fair shake • The unexpected tricks used to make massive levels run • Nathan’s honest advice for aspiring developersWhether you’re into game design, world building, or just want to hear some raw behind-the-scenes history, give this episode a listen!Follow: Nathan’s work https://natestah.com/Bio: https://callofduty.fandom.com/wiki/Nathan_Silvers🎧 Subscribe for more deep dives into game development and product thinking.#CallOfDuty #GameDevelopment #LevelDesign #FPSGames #GamingPodcast #NathanSilvers #InfinityWard #ModernWarfare #ThePartyIsFull #BehindTheGames

In this first episode of The Party is Full, Gengis sits down with Roo, Product Manager at Trailmix Games, to explore his unconventional journey from a science background to the world of game development.Roo shares what product managers really do in games — from A/B testing and user experience to game economies, merge game design, and LiveOps strategy.The conversation is packed with insights and advice for anyone curious about building better games or breaking into the gaming industry.