Inter-Activa

Inter-Activa Ltd is a UK digital lab that focuses in original Transmedia. They are also known for having created Machinima work (animation made with videogames) since 2000, virtual world content since 2004 and having promoted the use of videogames in artistic and educational settings.
History
Inter-Activa Ltd UK was founded by Ricard Gras after becoming Director at Arts & Technology Partnerships, an interactive media research agency part of Loughborough University. They have worked as development producers and consultants of Social Games & media and collaborated in projects alongside organisations such as Electronic Arts, AKQA and SEGA et al.
In 2004 Inter-Activa created a project entitled Machinima Island where they invited audiences to collaborate in the organic development of a narrative that was then developed inside a virtual world using Machinima techniques. Apart from being able to watch the clips and participate creatively online, audiences were also invited to send SMS's with comments. Machinima Island received 3 nominations & won the Best technical Achievement award at the 2007 Machinima Festival. In 2009 Inter-Activa also won the UK Technology Strategy Board award . Also during 2009 the company produced the Machinima content for Submarine's/Channel4 documentary into virtual worlds entitled "Another Perfect World". During 2010 and 2011 Inter-Activa worked on VLOGGER - an experimental transmedia project that combines real-action film & Machinima co-produced with Zentropa. The project used social media and virtual worlds to explore audience participation.

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