“This is a forum to discuss the user experience of interactive entertainment. Interactive entertainment is becoming an increasingly important feature of the wired and wireless world. Entertaining content offers the kind of engagement and stickiness that creates devoted and frequent users. This group is interested in how end users can be involved in the design and evaluation of interactive entertainment such as games, gambling, interactive advertising, and electronic toys. It is a ‘platform independent’ forum, discussing user experiences across (and between) Web, mobile, interactive TV, and dedicated appliances.”