Will Wright gave the keynote address at the Texas SXSW event, showing off Spore to a packed crowd and offering up hopes that 'Toys' will change the world. His hope is that offerings like Spore might force kids to rethink their understandings of nature. Likewise, non-linear storytelling via 'branching' gaming is what he sees as the future of the medium. He cites the movie Groundhog Day as an example, a movie which told the same story over and over again but never did it the same way twice. "'I think if we can teach the computer to listen to the story that players are telling,' Wright said, a game could detect patterns of what the player wants, and adjust music, lighting, and other immersive elements to reflect the story that a player wants to play. He thinks this modeling would best be accomplished by networks that constantly mine and refine player information." Alice, of the Wonderland blog, helpfully provides extensive notes, and Kotaku has a video of the demo the attendees saw.
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