Connect. Collaborate. Contribute.™
Technologies for creating immersive experiences have been around for a while, but recently have exploded in popularity, and not just due to the pandemic! Processing performance, rendering and ray tracing techniques, AI algorithms, display resolutions and color accuracy, AR and VR capabilities, memory and storage speeds—all of the relevant technologies have recently reached levels that enable both more physical and visual realism in real-time, dynamic, multi-person environments. Gaming and entertainment provide a constant driver for integrating and advancing the capabilities of these technologies, and now remote work and learning have also become a huge driving force. We are witnessing a revolution in the power of immersive experiences—and yet we’re only scratching the surface of the potential for bringing people together and entertaining, teaching, and more.
In this talk with Amber Allen, CEO & Founder of Austin-based Double A Labs, and Russell Arons, Chief Commercial Officer and formally GM of the digital network Machinima, you will hear about the revolution that is happening in virtual worlds and how these are being applied to fan-based experiences, sales enablement, training and education and more. Come understand how video game platforms, augmented reality, 3D modeling, AI, and the metaverse are being brought together to change the way we watch, play, shop, and relate in the very near future. During the talk, we will be giving a tour through a live virtual world and inviting a select group to join us in a digital collaboration hub.
CEO and Founder
Double A Labs
Amber Allen has redefined the narrative around gaming and technology. Amber learned to love video games while playing Galaga and HALO with her dad and brother. Her favorite part? How within the same game, there were infinite ways to win. The limitless potential for exploration and imagination she discovered within those pixels has inspired her life ever since. After college, Amber developed her tech and business acumen at companies including Reebok, Disney, Warner Bros, and Riot Games. In 2013 she founded Double A Labs, an experiential tech company that uses AR and XR technology to amplify brand voices. Amber’s ultimate goal is leveraging technology’s capability for visual education to connect people of all ages into Generation Infinity, a generation that, like her, is always open-minded and hungry to learn more. During the COVID-19 pandemic, Amber and her team drove 286% growth in Double A Labs’s tech, living proof of her mantra that a change in mindset is one of the most powerful tools for self-evolution. In a time of isolation, she helped people build real relationships––with technology. Her belief in human collaboration has driven her to lead Double A Labs to be a leader in delivering authentic brand-to-consumer connections. A leader in the tech community on many fronts, Amber is a member of YPO and serves on their global technology board, is a partner in Pangea Cup, a platform that helps indie gamers, and shares her vision with the next generation of women in tech by sitting on the advisory board of the University of Texas’s Game Development and Design Program. Amber’s philanthropic work includes sitting on the boards of SAFE Austin and the Fashion Institute of Technology (FIT), and volunteering with Women Who Code.
Chief Commercial Officer
Double A Labs
Russell Arons has spent a career on the forefront of digital transformation and entertainment innovation driving growth for such companies as Warner Bros., Electronic Arts, Mattel, and InfoSpace. In her 20+ years as a marketing and business leader she has successfully stewarded numerous companies through times of disruption to capture new areas of opportunity.
Russell serves as Chief Commercial Officer for Double A Labs, and immersive experiences company. In her role she brings enterprise solutions to facilitate new ways for companies to connect, inform and inspire action through 3D web-enable virtual worlds.
Previously, she served as General Manager of Machinima, a division of Warner Bros. Digital Networks, an industry-leading digital content company reaching the gamer & fandom audience on social platforms and steaming services. While overseeing an influencer network of 7000+ talent, she was responsible for all business operations including programming, production, finance, IT, sales and marketing.
At Warner Bros .Interactive Entertainment, Russell was Senior Vice President of Worldwide Marketing where she was instrumental in the business transformation from a licensing model to a fully-fledged global developer and publisher of video games with $1.0B annual revenue. Her business strategy and marketing leadership propelled Warner Bros. from the #13 to #3 in the game industry. She was a senior strategic contributor to the expansion into eSports, virtual reality, and mobile games.
At Electronic Arts, she led marketing and product development for entry into a new consumer segment valued at $500M. Managing the go-to-market plans for a portfolio of titles, she achieved 225% growth in the 2nd year of business. Serving as a key change agent at Mattel Toys, during her 9-year tenure she oversaw marketing for the $1.2B Barbie business and helped expand it into home entertainment and digital platforms.
Russell holds bachelor’s degrees in Business Management and Philosophy from Lake Forest College where she was awarded Phi Beta Kappa. She has been recognized as Marketer of the Year by the American Marketing Association and was given the President’s Award from Mattel.