Dr Tracy G. Harwood is Professor of Digital Culture at the Institute of Creative Technologies, De Montfort University, Leicester, UK. She was director of the First European Machinima Festival in 2007 and has been researching the socio-cultural impacts of machinima ever since. She has keynoted and spoken at machinima and digital arts events around the world, highlighting the impacts of machinima in practice. In 2014, she was funded by the Arts and Humanities Research Council (England) to evaluate its cultural values (see: machinima.dmu.ac.uk). Her research into machinima has been published in leading digital arts, visual culture and marketing journals including Leonardo, Digital Creativity, Journal of Visual Culture, Journal of Marketing Management, Journal of Consumer Behaviour, and others.