'Social' is not just a buzz term in the game world - it  is a movement that not only reaches out to new target groups, but will also lead to a transformation of the entire entertainment industry. As computer technology becomes increasingly integrated in our everyday lives, new tech-savvy target markets have emerged, paving the way for an evolution in game design encompassing new genres and wider tastes. In his keynote, Jens Begemann will talk about the success of Social Gaming beyond the game development landscape, and how it is shaping our perceptions about social games, interaction, and human communication. Begemann will share his ideas and thoughts about the future of social games, and discuss how social interactions in games will deepen and evolve to synchronize with real-time social interaction, therefore becoming communication. He will cover how to best bridge the gap between games and social reality by creating games that are fully integrated into the everyday life of everyday people in a fun and meaningful way. On the business side, he will also focus on Monetization, addressing how the free-to-play business model will change as social games become one of the biggest entertainment services by time spend. Begemann will also give personal insights about building wooga, a top three social gaming company, in less than two years.