MAC sits where story craft meets audience behaviour - not as theory, but as practice. We focus on work that ships, the choices behind it, and what audiences actually respond to across formats: games, screen media, social platforms and emerging tech. If you like your storytelling safe and bland, you’ll hate it here.
A Legacy of Excellence
Across previous editions (2022 - 2024), MAC has featured creators and contributors connected to standout interactive worlds and formats - from NieR: Automata to Cyberpunk 2077, Immortality and Disco Elysium.
This isn’t a “tech trends” day. It’s a place for sharper thinking about narrative craft, participation, and the creator - audience relationship.
Previous conferences
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MAC is produced by Krishna Stott and Bellyfeel Media Limited, a company registered in England and Wales, company number 06733145, with registered office at 53 Westcott Avenue, Manchester, England, M20 1EU. MAC is delivered with support from Leeds Beckett University.