The Business of Games as Transmedia Brands - A 101 introduction to the games business and how to approach attaching multi million dollar games through to cheap and cheerful casual games to your multi platform story world. The importance of growing your brand and how upfront community and transmedia brand building is the most important factor in making any kind of success. Also some very surprising statistics surrounding entertainments biggest playground. A presentation from Anthony Reed, CEO of the GDAA, given at the inaugural Screen Australia & StoryLabs digital ignition lab held in Robertson in late November 2011. StoryLab's Podcasts: Recorded and Produced by Gary P Hayes ABOUT Antony Reed (Australia) - a 20-year veteran of the interactive entertainment industry. With global experience in game development and publishing, Antony has been a marketing brain behind some of the world’s biggest games franchises, including Command & Conquer,Baldur’s Gate, Fallout and too many Star Trek titles, and has won numerous awards for his campaigns. In his publishing days Antony worked for industry heavyweights, Virgin Interactive and Interplay Productions, before turning his attention to game development in 2003. Today, Antony is the CEO of the Game Developers’ Association of Australia and is tasked with advocating the interests of the sector to government, educational, financial and commercial institutions as well as heavily promoting Australian game development creativity and talent internationally.