Gamasutra editor-at-large Chris Morris reports from this year’s South by Southwest, discovering a Richard Garriott-pitched Lord British social game and a host of other game-related aspects to the Texas media conference.

Music and film might be the dominant forms of entertainment on display at this year’s South by Southwest gathering, but gaming culture is definitely elbowing its way into the party.

Public game demos and several seminars examining the state of the industry have been on display at the Austin Convention Center since Friday – and some developers (including Richard Garriott) are even using the event to announce new titles.

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