14Th International Academic Mindtrek Conference: Envisioning Future Media Environments, Mindtrek 2010, Date: 6 October 2010 through 8 October 2010, Location: Tampere, Sponsors: Tampere University of Applied Sciences;Tampere University of Technology;ACM Special Interest Group on Computer-Human Interaction (SIGCHI);ACM Special Interest Group on Multimedia (SIGMULTIMEDIA);The University of Tampere (UTA)