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The First International IEEE Conference in Serious Games and Virtual Worlds was be hosted by the world’s premier Serious Games Institute in the UK. The event will brought together researchers from a range of disciplines to formulate a new cross-disciplinary community in the emerging field of serious games and virtual worlds. Keynote speakers included: Professors Steve Benford (UK), Alan Chalmers (UK) and Adrian Cheok (Japan). The conference is chaired by Dr Sara de Freitas (UK), Professor Edward Castronova (US) and Dr Kurt Squire (US).