Intelligent Visual and Interactive Technology allows us to perceive, understand and re-create the world around us. With it we can digitise the world with 3D cameras, use Artificial Intelligence (AI) to predict and enhance the health of people within our world or to educate and train them. It allows us to experience this world, or imagined ones, through immersive technologies, movies and video games, and interact with these worlds through technologies that analyse our movement and behaviour. There is a clear benefit to applying this technology across domains, for specific health or education purposes, but doing so requires coordinated action and genuine democratisation of the underpinning technologies, such that non-expert users are empowered. To address this challenge, CAMERA 2.0 will perform world-leading research in Intelligent Visual and Interactive Technology - underpinned by academic and partner expertise across Computer Vision, Computer Graphics, Human Computer Interaction (HCI) and AI - and engage a range of partners to generate impact and translate this technology across a range of themes. This multi-disciplinary approach is supported by academic and external partner expertise spanning healthcare, biomechanics, sports performance and psychology. These collaborations will allow us to carry out new research, create new impacts and develop further partnerships that would otherwise be impossible to achieve. This proposal builds on our highly successful Next Stage Digital Economy Centre for the Analysis of Motion Entertainment Research and Applications (CAMERA). Over the last 4 years, we have built a team of 14 academics and over 40 PhDs and researchers who have created real impact, alongside our partners, across themes of i) Entertainment; ii) Health, Rehabilitation and Assistive Technologies and; iii) Human Performance Enhancement. CAMERA 2.0 will also focus on three themes, supported by over 20 impact partners: i) Creative Science and Technology, ii) Digital Health and Assistive Technology and iii) Human Performance Enhancement. Furthermore, CAMERA 2.0 will work closely with our EPSRC CDT in Digital Entertainment and our new UKRI CDT in Accountable, Responsible and Transparent AI (ART-AI). Our research programme will deliver continuing impact through four primary mechanisms: (i) Theme Driven Impact Projects, (ii) Cross-Cutting Theme R&D Challenges, (iii) Reactive Impact Projects and (iv) Open Community Engagement. Theme Driven Impact Projects will be 12 to 24-month projects co-designed through sand-pits and co-delivered with partners. Although primarily aligned with a single theme they will overlap with at least one other. Our Cross-Cutting Theme R&D Challenges engage with R&D challenges shared by partners/academics across themes. Translating innovations across themes not only democratises and accelerates technology adoption but can significantly enhance impact. This will be addressed through key research projects, that support and feed into all other activities. Our reactive model allows us to carry out commercial projects as research impact vehicles at short notice - essential being able to work with the short-deadline driven creative sector. CAMERA 2.0 evolves our unique reactive impact model by placing our CAMERA student technical team at its core under the supervision of our experienced studio managers. Impact through Open Engagement. Our ambition is to raise the level of UK and international DE research through collaboration and technology democratisation. CAMERA 2.0 will operate an open-door model for reasonable access to facilities, data, software and training. In coordination with commitments from the University of Bath and external EU funding we are expanding our physical facilities and technical team to provide assisted motion capture and immersive technology training for free to over 100 creative industries, HEIs and healthcare companies.

The digital games industry has global revenues of $65bn (in 2011) predicted to grow to $82bn by 2017. The UK is a major player, whose position at third internationally (behind the US and Japan) is under threat from China, South Korea and Canada. The £3bn UK market for games far exceeds DVD and movie box office receipts and music sales. Driven by technology advances, the industry has to reinvent itself every five years with the advent of new software, interaction and device technologies. The influential 2011 Nesta "Next Gen" review of the skills needs of the UK Games and Visual Effects industry found that more than half (58%) of video games employers report difficulties in filling positions with recruits direct from education and recommended a substantial strengthening of games industry-university research collaboration. IGGI will create a sustainable centre which will provide the ideal mechanism to consolidate the scientific, technical, social, cultural and cognitive dimensions of gaming, ensuring that the industry benefits from a cohort of exceptional research-trained postgraduates and harnessing research-led innovation to ensure that the UK remains at the forefront of innovation in digital games. The injection of 55+ highly qualified PhD graduates and their associated research projects will transform the way the games industry works with the academic community in the UK. IGGI will provide students with a deep grounding in the core technical and creative skills needed to design, develop and deliver a game, as well as training in the scientific, social, therapeutic and cultural possibilities offered by the study of games and games players. Throughout their PhDs the students will participate in practical industrial workshops, intensive game development challenges and a yearly industrialy-facing symposium. All students will undertake short- and longer-term placements with companies that develop and use games. These graduates will push the frontiers of research in interaction, media, artificial intelligence (AI) and computational creativity, creating new game-themed research areas at the boundaries of computer science and economics, sociology, biology, education, robotics and other fields. The two core themes of IGGI are: Intelligent Games - increasing the flow of intelligence from research into digital games. We will use research advances to seed the creation of a new generation of more intelligent and engaging digital games, to underpin the distinctiveness and growth of the UK games industry. The study of intelligent games will be underpinned by new business models and research advances in data mining (game analytics) which can exploit vast volumes of gameplay data. Game Intelligence - increasing the use of intelligence from games to achieve scientific and social goals. Analysis of gameplay data will allow us to understand individual behaviour and preference on a hitherto impossible scale, making games into a powerful new tool to achieve scientific and societal goals. We will work with user groups and the games industry to produce new genres of games which can yield therapeutic, educational and social benefits and use games to seed a new era of scientific experimentation into human behaviour, preference and interaction, in economics, sociology, psychology and human-computer-interaction. The IGGI CDT will provide a major advance in an area of great importance to the UK economy and massive impact on society. It will provide training for the leaders of the next generation of researchers, developers and entrepreneurs in digital games, forging economic growth through a distinctly innovative and research-engaged UK games industry. IGGI will massively boost the notion of digital games as a tool for scientific research and societal good.

Digital games have extraordinary economic, social and cultural impact. The industry is one of the fastest-growing in the world, larger than film or music, with revenues expected to increase from $138 billion in 2018 to $180 billion by 2021. 2.6 billion people worldwide play digital games (21 million in the UK), with an average age of 35 and equal numbers of females and males. The Wellcome Trust-sponsored game Senua's Sacrifice, made in the UK, won 5 Baftas for its interactive and educational portrayal of psychosis. The UK games industry is a global leader - UK game sales are valued at £4.3bn with 12,000 people directly employed. The games industry is innovative and hungry for innovation - recent research breakthroughs in Artificial Intelligence (AI) and Machine Learning (ML) have arisen through games research undertaken at Google DeepMind in the UK. Rolls Royce makes better jet engines using 3D technology pioneered in games. Games are leading the "data and AI revolution" of HM Government's 2017 Industrial Strategy. Games have become a massive lever for social good through applied games for health, education, and science. The mobile game Pokémon Go added 144 billion steps to physical activity in the US alone. The Alzheimer's Research-funded Sea Hero Quest game collected data equivalent to 9,400 years of dementia lab data within 6 months. The EPSRC Centre for Doctoral Training in Intelligent Games and Game Intelligence (IGGI) first received funding in 2014, and has since been a huge success: raising the level of research innovation in games, with the highest-possible ratings in our EPSRC mid-term review. The next phase of IGGI will inject 60+ PhD-qualified research leaders and state of the art research advances into the UK games industry. The two core themes of IGGI are: (1) Intelligent Games: increasing the flow of research into games. IGGI PhD research in topics such as AI, data science, and design will empower the UK games industry to create more innovative and entertaining games. IGGI research has already enhanced the experience for millions of game players. IGGI will create engaging AI agents that are enjoyable to interact with, tackling fundamental challenges for the future of work and society that go beyond games. IGGI will spearhead new AI techniques that augment human creativity by automatically 'filling in the details' of human sketches. (2) Game Intelligence: increasing the use of intelligence from games to achieve scientific and social goals. Every action in a digital game can be logged, creating huge data sets for behavioural science. For example, current IGGI students have assessed traits such as IQ, agreeableness, or attention from large game datasets. IGGI students will investigate more intelligent, adaptive games for education and to improve mental health. IGGI will maximize the enormous opportunity for scientific and social impact from games by laying the research groundwork for further data-driven applied games for health, science, and education. IGGI will massively advance these research themes, and train 60+ PhD students to be future research leaders. To accomplish this, our updated training programme and 60+ research supervisors will provide students with rigorous training and hands-on experience in AI, programming, game design, research methods, and data science, with end user and industry engagement from day one. Recruiting and empowering a diverse student cohort to promote equality, diversity, and inclusion through games, IGGI will drive positive culture change in industry and academia. Students will work with leading UK experts to co-create and disseminate standards for responsible games innovation. Directly working with the UK games industry through placements, workshops, game development challenges, and an annual conference, they will advance research knowledge and translate it into social, cultural and economic impact.

Virtual Production (VP) is a novel approach to media creation that utilises digital tools such as computer-generated imagery, motion tracking and virtual and augmented reality to produce immersive media experiences that appear realistic. Used more widely in the gaming, film, and television industries, the application of VP technologies to the live performance industry has yet to be fully explored. Despite the environmental and creative benefits of VP, the technology is currently expensive, highly specialised, and out of the reach of most small production companies, creating a significant skills gap. The development of new, accessible, low-cost technologies and frameworks targeted at real creative sector needs is therefore essential for UK industry to maintain a competitive digital economy. To this end, the University of York, in collaboration with our core project partners, Production Park, Screen Yorkshire, Wakefield Council, Vodafone, and York and North Yorkshire Local Enterprise Partnership, have created the CoSTAR Live Lab - a world-leading facility in the research and development of novel immersive and interactive technologies. Our lab supports the rapid convergence of the UK screen and performance sectors within the framework of live performance and the metaverse. Directed by the University of York, which has a track record of delivering high-impact XR technologies and developing the creative industry in its region, and based at Production Park, the UK's largest live production facility, in the heart of West Yorkshire. The CoSTAR Live Lab facility focuses on developing market ready products and services utilising immersive technologies, achieved by building a unique laboratory infrastructure on top of a thriving state-of-the-art commercial VP facility. This is the only specialised research facility in the world where the creation of production tools, workflows, and content for networked immersive virtual live performances coexists with a campus of businesses committed to live performance. Our main goal is to develop innovative, low-cost technologies and efficient workflows to transform the live performance sector, boost the growth of small and medium-sized businesses in the region, and contribute to the expansion of the wider UK creative sector. CoSTAR Live Lab includes three main laboratory spaces: a large volume commercial VP stage with high resolution motion tracking, LED panels and 3D immersive sound; a performer-performer / performer-audience network lab; and an end-user experience lab for VP. It also houses a team of world-class researchers dedicated to creating innovative and novel technologies that are close-to-market and shaped by the needs of industry. The facility enables commercialisation of the research and will incubate start-ups and high-growth SMEs. Our unique Access programme encourages public and industry participation in R&D activities, workshops, networking events, technology showcases, lectures and symposia. Within the CoSTAR ecosystem the Live Lab contributes a unique capability to develop technologies for future live performance experiences using VP, from small-scale pilots to arena-sized productions, and will deliver scalable, efficient, and accessible workflows, paving the way to position the UK as the leader in immersive and interactive live production experiences.

As cultural artefacts, video games are complex, multi-faceted products that encompass creative practices from character and narrative, interaction and gameplay design, architecture, product and environment design to sound design and composition. Technically they bring together software engineering with maths and physics, AI with networks and user data. Bring these together with a dynamic and competitive commercial environment and a disrupted technology environment and a growing cultural significance and you can begin to appreciate the challenges faced by this industry. SMEs operating in the video games sector are subject to technological, market and platform disruption where platform access and 'discoverability' are significant challenges to product viability. These factors are exerting a downward pressure on innovation and the creation of original IP in the Dundee cluster. The InGame partnership will pursue a highly collaborative, embedded approach to R&D by establishing a dedicated a R&D centre at the heart of the cluster. Artists, designers and creative writers will be co-located with technologists and business specialists to offer a dynamic and responsive resource to engage with three significant high-level challenges - consolidated from issues raised through local consultation, a survey of over 700 UK games studios and the trade body's blueprint for growth - where combined collaborative R&D could lead to significant growth, sustainability and intensification for the computer games cluster in Dundee. Creative Risk: Over the last decade the dominant business model in the Dundee games cluster has shifted from a publishing model where development costs are borne by the publisher in advance of sales income; to a platform model where individual games companies carry the cost of development in return for as larger proportion of the sales revenue. As a consequence the risk attendant with the development of original IP for the games market is, more often than not, fatal for start-up and micro-SME studios. Technological Innovation: Working practices in this cluster are characteristically solution focused and iterative, and often inventive and ingenious. However, technology innovations are not systematically captured or tested for generalization or re-use value. Commercial pressure on value chains has inhibited SMEs from taking on the risk of high-value innovation activity resulting in lost economic opportunity and inhibited cluster growth. Organisational Development: The cluster is characterized by a high number of dynamic micro-SMEs creating content for mobile, tablet and PC gaming platforms. The city is also home to a smaller number of mid-sized SME's with established product portfolios ranging from original franchises, sub-contracted development for established franchises and studios developing games for console. There is a growing professional services sector (accountancy, legal) and cultural scene (galleries and events). R&D in organisational development in this context relates to start-up at company level through to cluster and ecosystem development. The education sector is foundational to the cluster; Abertay University's Center for Excellence in Computer Games Education is characterised by active and mature collaboration between businesses, universities, and agencies of every scale. The University's longstanding relationship with national and multi-national games companies offers a unique opportunity to catalyse the value chain in the Dundee cluster. The academic partnership with Dundee University in Design for Business, and St Andrews School of Management's expertise in Creative Industries offers a world-leading research base for the R&D partnership. The InGAME R&D Center and cohort of Creative R&D Fellows will establish a new mode of engagement for industry and universities to work effectively and responsively to meet the challenge of cross-sector collaborative R&D in the Creative Industries.