[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

Dundee, February 26th, 2020. What role does data play in designing, developing and running the world’s leading videogames?

Data science company Effini has partnered with InGAME, the multi-million pound Innovation centre for games and media enterprise in Dundee, to discuss and debate this issue, as part of Data Fest 2020.

Taking place on March 11th, in the heart of Dundee’s thriving videogames cluster, Designing With Data: The Future of Videogames, features a keynote speech Dr Luke Dicken, the Director of Applied AI at Zynga, and the chair of the IGDA Foundation.

The event will then invite a panel of industry experts, from companies including Outplay, Ninja Kiwi and the university of Abertay to debate the use of data by game developers within Scotland and the UK.

Brian Baglow, the Director of the Scottish Games Network and Head of Marketing for Effini, said: “The intelligent use of data has helped the games market become one of the largest and most successful creative industries in the world today.

Yet on a local level, the video games sector can often be overlooked when it comes to the Scotland’s vision of becoming a data pioneer.

By partnering with InGAME, we can ensure we can leverage their expertise and experience in the videogames market and by creating the event as part of Data Fest, Effini can help to highlight the industry to the wider data community.”

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Sean Taylor, the InGAME Project Director, said “We’re thrilled to be part of DataFest and collaborating with Effini to bring this event to Dundee.

“Data-driven design is the next frontier of game development and it’s important that explore the challenges and opportunities it creates for the city’s games cluster.”

For more information and to secure your free ticket, book now:




Notes to Editors:

About Effini

Effini is an expert data science company which enables every business to understand and utilise its data more effectively.

The company provides a comprehensive range of services to partners and supports their entire data journey. It provides organisations with real understanding of their data and provides practical, bespoke solutions to ensure every partner can make better decisions to grow their business.

From an initial data review and a tailored data strategy, through to custom roadmaps, analysis and skills, Effini puts the power of data into the hands of companies in every sector and at every stage of growth.

About INGame

InGAME: Innovation for Games and Media Enterprise is an £11.5 million pound R&D Centre based in the heart of the Dundee videogames cluster. Led by Abertay University, in partnership with the University of Dundee, the University of St Andrews and industry partners, InGAME delivers innovative research and R&D support to games companies in the city and beyond. InGAME is part of the Arts & Humanities Research Council’s Creative Industries Cluster Programme and also receives funding from the Scottish Funding Council.


Brian Baglow

Head of Marketing

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