The Convention Center, steps away from the Colorado River in downtown Austin, is where the sessions kick off Thursday at 9am CDT. A few days before AGC?s opening bell, we spoke with the show?s director, Chris Sherman.

GameSpot: It?s coming down to the wire Chris. How are you doing?

Chris Sherman: All things considered, I?m doing well. I?m not getting much sleep, but that?s to be expected. I literally just got back from the printer who?s doing the conference program...doing some final, last-minute changes, you know, a couple of last-minute exhibitors coming on.

GS: Why the focus on the MMO sector?

CS: Early on last year, we talked about why have a conference in the fall, and if we did, what should it focus on. Should it be something different? Should it be the same, old, just general stuff? We made the decision that MMOGs were a high-growth market--and continue to be a high-growth market. There?s been a lot of activity worldwide, not just here in the US, and that has continued to be the primary focus of the event, with mobile being a close second.

GS: As you keep tabs on the game industry, what trends have stood out over the past months?

CS: The big thing that?s really interesting is that over the last three or four months, all the activity has been in the mobile space and the funding that?s been raised there. People have been comparing it to the 1999 Internet frenzy.

GS: Back to the show... What were the popular sessions last year?

CS: It?s hard for me to say, because I was all over the place. I didn?t get a chance to poke my head into sessions as often as I would have liked, but I know the mobile sessions were well received; Richard Garriott’s session on intellectual property was well attended…he talked a lot about Tabula Rasa, and he threw a couple of slides up that I don?t think he was supposed to--so that made it kind of fun. I know Raph Koster?s presentation was popular…he was a keynoter last year. I mean, he?s just great to be around…he had some very interesting slides.

GS: In what ways is this event different from GDC and the E3 Conference Program?

CS: Well, we only pick a couple of areas to focus on--MMOGs and mobile--and so that, for one, makes us different. We focus very deeply on those two areas. Second is, it?s a much smaller show. The pace and tempo is much more calm. You?re not in a rush trying to get from one session to another session in 15 minutes. Feedback from attendees last year was “You know, this is GDC 10 years ago. This is before the frenzied pace--before the 10,000 people." It?s a very casual environment here. We want to keep that feeling.

GS: What do the preregistration numbers look like?

CS: We?ll probably have about 1,200 people this year. But we want to keep that unhurried air--one that gives attendees the ability to be able to network with the speakers after a session or just network with friends or colleagues after a session or between sessions.

GS: What else is different about the show?

CS: Unlike most other halls, where you?ve just got a bunch of exhibitors, we?ve put the Attendee Lounge in the middle, with a bar. We?ll actually have free beer from 1:30pm to 5:30pm on Thursday.

GS: A nice, little bar in the middle of the hall?

CS: With a lot of couches and coffee tables and chairs and some more traditional conference-style round-table seating, but the whole idea is to maintain that relaxing environment for the attendees.

GS: Because?

CS: People not only come there to learn, but they also come to catch up with old friends and network and everything else one does at a conference.

GS: What do you see as the most significant takeaway points from this show? What are you trying to give attendees in return for their two days and entrance fee?

CS: It is a developer’s show; it?s not a business person?s show. So it?s really for developers to walk away with new ideas on how to design and develop games--ideas that they can put to use right away. You know, whether that’s for MMOGs or for mobile, and we actually have a couple of really cool console sessions. So that?s the primary goal, and the secondary is being able to catch up with people in the industry in a less-hectic environment.

GS: The speaker list is solid. How did you get such excellent buy-in from the industry?

CS: I think last year?s show had good buzz around it. Really, it?s that critical mass of getting a bunch of people in a room and letting gravity take over, and it just draws more people in. And there?s a secondary thing that takes place at shows like these, not just ours but others…it?s that business starts getting done as well. You get all these people in a room, and deals get done.

GS: Any speakers you are particularly proud to be able to present to attendees?

CS: I am delighted that we got Mr. [Ichiro] Otobe from Square Enix and the fact that we?ve got three of the five major wireless carriers here. These guys basically control access to millions of cell phone users. So the fact that they?re coming in for the show and they?re going to speak and talk to developers on what it takes to really get through that barrier of entry and get on a cell phone--I think that?s going to be incredible. We?re always pleased to have Richard Garriott back, just because he is such a visionary.

GS: The Women?s Game Conference runs concurrent with the AGC. My question to you is: Doesn?t this have the effect of removing women from the mainstream discussions?

CS: Several women from the industry wanted to put together a show that could address the various issues that women face, both in the industry as well as targeting games for women. The conversations went “have it as a separate show,” but I?m glad we didn?t. It?s actually going to take place during the larger show. It allows women to come and network, which I think has been a big issue. Here?s an opportunity to do so, as well as addressing other primary issues.

GS: Separate but equal?

CS: It is an integrated show--same registration, same attendee lounge--so we?re certainly not pushing the women off into a corner. It?s a market that can grow on its own, but at the same time, if the industry brings more women into the fold, it could grow the entire industry.

GS: What sort of new information are you expecting from the PSP presentation?

CS: Well, the last time the Sony guys have given this presentation was in March, so there?s certainly a lot more technical details [known] than there were at GDC of this year. We?ve got six more months of more-concrete details. We?ll be able to get under the hood quite a bit and talk about developing for the platform.

GS: How are you feeling about this year?s show?

CS: I think from a sales standpoint, 1,200 people is a phenomenal turnout, so now we want to make sure that everybody has a good time while they?re here. And we really can?t start doing that until they get here.

GS: What do you recommend to people flying to Austin? Where should they go to hang out after the day?s events?

CS: There?s the Continental Club on South Congress--fabulous live music in one of Austin original venues since the 1950s; Red River Live Music District (just off 6th Street)…five or six clubs all close to each other with music ranging from techno to punk; Carmelo?s Italian Restaurant on 5th St.; the 6th St. bars, like Pete?s Piano Bar or Maggie Mae?s.

GS: Sounds like fun, Chris. Thanks a lot, and good luck.

CS: Thanks.

By Curt Feldman -- GameSpot