Dr. Gino Yu is chairman of the Hong Kong Digital Entertainment Assocation. He received his PhD at the University of California at Berkeley in 1993 where he worked to establish multimedia initiatives such as the Integrated Media Systems Center. He later taught and worked in Hong Kong where he helped to establish the Center for Enhanced Learning Technologies at the University of Science and Technology and the Multimedia Innovation Centre at the Hong Kong Polytechnic University (PolyU), a leading edge think tank and research centre on digital entertainment. He is currently an Associate Professor and Director of Digital Entertainment and Game Development in the School of Design at PolyU where he oversees MERECL, a commercial digital entertainment entity that provides consulting, research, instruction and new ideas for the industry. His main area research interests involve the application of media technologies to cultivate creativity and promote enlightened consciousness. http://www.hkdea.org.