g.schott at waikato.ac.nz Dr Gareth Schott Senior Lecturer GameLab Department of Screen and Media University of Waikato Private Bag 3105, Hamilton, NZ tel: +64-7-856-2889 Ext. 6803 fax: +64-7-838-4767 Research Fellow Centre for the Study of Children, Youth and Media School of Culture, Language & Communication Institute of Education, London, WC1H 0AA.