Previously a manager for research and innovation at Sony Europe, she has over 15 years of work experience in the area of commercial entertainment solutions. Her main research interests are transmedia storytelling, experience design, persuasive technology as well as game design. She was a work package leader in two EU funded projects. IPerg an integrated project on pervasive gaming ( http://iperg.sics.se/index.php) and IPCity an integrated project on interaction and presence in urban environments ( http://ipcity.fit.fraunhofer.de/). She has published a number of scientific papers at the CHI and SIGGRAPH conferences. Sabiha Ghellal received a Master of Science from the Open University UK and is currently a PHD student at Folkwang University of Arts.