IAM Visiting Lecture: Natron Baxter Applied Gaming

Tuesday, April 23, 2013 at 6:00pm

916 S. Wabash Ave., #150 916 S. Wabash, Chicago, IL, 60605


The Baxters are a cross-functional team of game designers, strategists and transmedia storytellers, experience designers and usability specialists, artists, performers, and writers, creative technologists and developers, college dropouts and Ivy League PhDs. We’re inspired by intrinsically rewarding experiences based in meaningful challenge, curiosity, humor, mastery, agency, social connection and the power of story. We are driven to innovate and create games with a positive impact.

Baxters make meaningful games for non-profits, cultural institutions, universi- ties, governments, scrappy startups and Fortune 500s. We work with recognized brands and kindred spirits like the American Heart Association, a global hospitality brand, GE, Hallmark, Maritz, the New York Public Library, the Centers for Disease Control, the World Bank, game evangelist Jane McGonigal, and even the government of Singapore.

Baxter games have been featured at TED, GDC, and SXSW, trended on Twitter, and been discussed in The New York Times, Wired, and blogs all over, and featured on CNN, NPR, BoingBoing, and Mashable. Our games have been played in over 190 countries and territories, started businesses in sub-Saharan Africa, united South American innovators, and we aspire to reach players in every country, of all ages in all economic conditions. 


Brad is a writer, director, storyteller, doer-of-digital-things, and occasional composer, who is still amazed at things like the universe.

For 13 years he's created stories and interactive Brand experiences across all media from stage, TV and web, for live audiences, online users, children, intoxicated cruise ship passengers, women's groups, arts donors, and cultural organizations. 

As the Engagement Director for Natron Baxter Applied Gaming, Brad has been consulting with the Civil Service College in the Singaporean Government to teach game design that incentivizes learning from failure, and on a global hospitality brand, using the spontaneity of improvised gameplay to turn rote into genuine and creating a game system that values personal expression and learning. 

Brad has a background in interactive design and development, and as a stage director, both of which have come in pretty handy in creating digital and experiential gameplay that helps improve lives. Sounds pretty highfalutin, but it's true.


Event Type



School of Media Arts, Interactive Arts and Media





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