Jan Van Looy is Assistant Professor at the research group for Media and ICT (iMinds-MICT), Ghent University, Belgium. In 2006 he finished his Ph.D. on the shaping of digital games, which was published as Understanding Computer Game Culture (2010). In 2007-2008, he worked as a Postdoctoral Fellow at HUMLab, University of Umeå, Sweden. Since September 2008, he has been working, first as Postdoctoral Researcher and then as Assistant Professor at Ghent University. There he and his team conduct multidisciplinary user research into immersive media and digital gaming. Past publications have dealt with the effects of stereoscopic 3D media, omnidirectional video experience, measuring player identification; antecedents of gamer identity; effects of stereotype threat on game experience, teacher adoption of digital games in the classroom, and effectiveness of serious games for language learning, awareness raising, mental calculus and personal empowerment and social inclusion. Current research interests of the Gaming and Immersive Media Lab (www.mict.be/gaming) include brain correlates of flow experience, psychophysiological effects of gender stereotype threat, methodology for serious game effectiveness research, player persistence in exergames, high dynamic range video, and augmented reality quality of experience.