Ran Hinrichs is the CEO of 2b3d Studios, an immersive web solutions company. Ran has been in the software industry for twenty-five years with positions in Microsoft, Microsoft Research, Sun Microsystems, Unisys and the University of California. Ran holds several patents in emerging technology while at Microsoft and various awards for immersive interactivity. 2b3d is a leading expert in interactive technologies including 3D serious games and Web 2.0 virtual business services. Ran is a frequent keynote speaker at industry and academic conferences. His current two books, Transforming Virtual World Education and Engaging the Avatar were recently released. A new book, The Oxford Handbook of Virtuality, is due out in 2014. Ran also serves as adjunct faculty at the University of Washington where he designed and teaches the world’s first Certificate in Virtual Worlds.