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.

The creative industries are crucial to UK social and cultural life and one of the largest and fastest-growing sectors of the economy. Games and media are key pillars for growth in the creative industries, with UK turnovers of £3.5bn and £12.9bn respectively. Research in digital creativity has started to be well supported by governmental funds. To achieve full impact from these investments, translational and audience-facing research activities are needed to turn ideas into commercial practice and societal good. We propose a "Digital Creativity" Hub for such next-step research, which will produce impact from a huge amount of research activity in direct collaboration with a large group of highly engaged stakeholders, delivering impact in the Digital Economy challenge areas of Sustainable Society, Communities and Culture and New Economic Models. York is the perfect location for the DC Hub, with a fast-growing Digital Creativity industry (which grew 18.4% from 2011 to 2012), and 4800 creative digital companies within a 40-mile radius of the city. The DC Hub will be housed in the Ron Cooke Hub, alongside the IGGI centre for doctoral training, world-class researchers, and numerous small hi-tech companies. The DC Hub brings: - A wealth of research outcomes from Digital Economy projects funded by £90m of grants, £40m of which was managed directly by the investigators named in the proposal. The majority of these projects are interdisciplinary collaborations which involved co-creation of research questions and approaches with creative industry partners, and all of them produced results which are ripe for translational impact. - Substantial cash and in-kind support amounting to pledges of £9m from 80 partner organisations. These include key organisations in the Digital Economy, such as the KTN, Creative England and the BBC, major companies such as BT, Sony and IBM, and a large number of SMEs working in games and interactive media. The host Universities have also pledged £3.3m in matched funding, with the University of York agreeing to hire four "transitional" research fellows on permanent contracts from the outset leading to academic positions as a Professor, a Reader and two Lecturers. - Strong overlap with current projects run by the investigators which have complementary goals. These include the NEMOG project to study new economic models and opportunities for games, the Intelligent Games and Game Intelligence (IGGI) centre for doctoral training, with 55+ PhDs, and the Falmouth ERA Chair project, which will contribute an extra 5 five-year research fellowships to the DC Hub, leveraging £2m of EC funding for translational research in digital games technologies. - A diverse and highly active base of 16 investigators and 4 named PDRAs across four universities, who have much experience of working together on funded research projects delivering high-impact results. The links between these investigators are many and varied, and interdisciplinarity is ensured by a group of investigators working across Computer Science, Theatre Film and TV, Electronics, Art, Audio Production, Sociology, Education, Psychology, and Business. - Huge potential for step-change impact in the creative industries, with particular emphasis on video game technologies, interactive media, and the convergence of games and media for science and society. Projects in these areas will be supported by and feed into basic research in underpinning themes of data analytics, business models, human-computer interaction and social science. The projects will range over impact themes comprising impact projects which will be specified throughout the life of the Hub in close collaboration with our industry partners, who will help shape the research, thus increasing the potential for major impact. - A management team, with substantial experience of working together on large projects for research and impact in collaboration with the digital creative industries.