What are you looking for in this year’s Cannes submissions? 

I'll be looking for ideas in the gaming category that are bold and innovative — since this is only the second year for gaming at Cannes, and it remains a relatively new platform.  I look forward to seeing submissions that are more daring to challenge, to explore, and to be more satisfying to local game players.

How does impact look to you? 

To me, impact is about touching players’ hearts, connecting the communities, and reflecting cultural value in the most genuine, authentic ways to resonate with players and to inspire their ideas and actions.

How does innovation look to you?

Innovation to me means pushing the boundary of experience design and content by reinterpreting traditional elements or exploring new concepts, providing players with unique experience and the sensations, fostering deeper interaction with players and creating immersive gaming experience.

Buzzwords and key trends you think are defining this year?

Change, diversity and collaboration are the buzzwords and the key trend I believe are defying this year. The endless seeking of new gaming mechanisms and story settings.  The growing emphasis on reflecting diversity and cultures in the real world as well as the collaborations with different companies or industries.

How do you approach the gaming category as a creative strategist? What are the key elements that make a game engaging and impactful?

As a creative strategist, I approached the gaming category with focuses on adding value for players, showing deep understanding of the gaming culture and its communities, creating works that drive advancements and growth for the brain. They are the way to create more enjoyable gaming experience together and pushing the gaming industry forward.

What are some of the most innovative and inspiring examples of gaming that you have seen (or played!) this year? How do they reflect the current cultural and social landscape?

Overall, this year gaming entries are more diverse, more inclusive and demonstrate more social conscience. First, they are increasing focuses on multicultural and identity recognitions. Another trend that is evident is the increased use of cross platform and cross media strategies. Also, game developers are becoming more mindful of sustainability and social responsibilities.