The conference is in Liverpool, and has the theme of Culture, Creativity, Interaction, (the website is here), chosen to tie in with the Capital of Culture I guess, and interestingly the theme of the Liverpool Biennial is Made Up, which is about "art’s capacity to transport us, to suspend disbelief and generate alternative realities".
That's sort of the aim of technologically supported mixed realities when used as storytelling or entertainment mediums?