720491Whispering Gibbon: Automated Game Asset MerchandisingClosedGRD Development of PrototypeInnovate UKThis project will develop a technology demonstrator for a 'middleware' platform that enables game developers to automate preparation of in-game assets for 3D printing, sold directly from their app, generating merchandising revenue. In particular the project builds upon Whispering Gibbon's in-depth market research and technical feasibility studies (undertaken with the support of Microsoft and Nokia) to develop specific technologies that accurately and effectively automate the conversion of a usercustomised in-game 3D data (specifically posed and visually customised) into a data format that can be used in 3D printing. The technical challenges (and core technical innovation) lie in resolving the differences between 3D models that are created and optimised for in-game display purposes, and the requirements for 3D printing which need to take into account the specific printing process, structural integrity of the physical object and decorative factors (e.g. texture, colour, durability). The ability for game (and other digital application) developers to sell physical manifestations of virtual, customised, goods offers significant commercial opportunities - opportunities beyond generic ‘off the shelf’ goods (e.g. Angry Birds stuffed toys) or dedicated, vertically integrated, 3D printing offerings (e.g. MakieLab). Our platform can enable any gamer to turn the in-game virtual items that they have invested considerable time and effort personalising (pets they have nurtured, cars they have upgraded) into real objects they can own, display and cherish. This new approach, monetising the emotional attachment that users have for virtual items, can lead to significant new revenue streams for IP owners, developers and publishers. It can also yield benefits to wider digital application providers. We are setting out to open up a new model for in-game monetisation for digital games. In securing TSB support we will unlock circa £200,000 of private funding to match-fund this project