The digital games industry is a global entertainment business stretching from Tokyo to San Francisco to London. In May each year, game developers from around the world meet in Los Angeles to pitch their ideas to publishers, sneak a preview of other games and do licensing deals with hardware companies and Hollywood studios. The show has much in common with Melia and Cannes: it has all the glitz, the hype and the stars. The main difference is that the stars are non-human, the digital game producers are relatively unknown and this form of popular culture has been largely ignored by established university media programmes and media researchers.

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