Paul Ranson CRe-AM Interview

Name : Paul Ranson

Job Title : CEO

Organisation : Smash Thinking

Sector : Video Games

Web Link :

Interview Date : 25/11/15

Location : DMLL, Coventry University

Short Biography

Helping Companies Translate Their Business Goals and Ideas to Operational Reality and Positive ROI
I help companies and individuals think, innovate and transform their ideas into reality.
Traditional training mistakes their packaging for the content. They charge people to attend conferences with a free lunch and then simply hand over a few snippets of information.
What you need (and what I provide) is a variety of detailed strategies distilled down into chunks that can be read in a or talked through in quick sticks time.
Each one is designed to help you solve a specific innovative business obstacle.
I write and speak for a variety of innovative entrepreneurs: Digital agencies, Games companies, and designers.
What separates me from other digital entrepreneurs is my ability to explain complex topics in a down to earth, straightforward manner. I won’t promise the world. But I always deliver step-by-step strategies you can immediately implement.


1. What current technologies and tools fulfill your needs in your practice?

Hardware Development Platform : PC + Wacom Tablet

Output devices: Mobile Consoles, TV

Software: Unity, C++, C#, 3D Studio Max, Adobe Suite

2. What technologies do you see emerging in the next 5-10 years?

Faster Graphics, High Fidelity, richer experiences

3. Could you identify any strengths and weaknesses with these technologies?

Problem with VR because of unmet expectations, motion sickness, isolating head mounted display – similar to 3D cinema unmet expectations. Gameplay likely to become secondary to graphics and experience


4. Do you think there are additional technologies or tools needed, or that you would wish for?

Input technologies (e.g. sensors), motion and voice recognition, supporting technologies for games design


5. If these were available what would you be creating?

Personalised games using innovative technologies

6. Can you see any strengths and weakness involved?

Strengths – growth in gamification and motivation in everyday life

7. What do you recommend to fill the gap between creators and technology providers?

There is definitely a gap but games industry attracts hybrid talents that combine creativity and technology skills. Today there is generally a lack of innovation which could be overcome by encouraging more blue sky thinking and a willingness to embrace failure and experiment more to see what happens