One  popular exhibitor at the 2010 South by Southwest Interactive conference was TexLUG, a group of adult Lego fans that displayed iconic structures assembled with those loveable snap-together plastic bricks March 12-14.  Thousands of people visited the fourth annual ScreenBurn Arcade exhibit at the Austin Convention Center to take pictures of everything from roller coasters in full motion to the Eiffel Tower, all created out of Legos. Kids and adults alike were all smiles as they wandered away from the Lego displays to enjoy the rest of the exhibit. While the Screenburn Arcade was promoted as the video game portion of SXSW Interactive, there were plenty of organizations on hand showing that video game culture is more than sitting in front of a television with a joystick. Artists from the entertainment developer Massive Black and The Art Department school sketched live models for a crowd of onlookers in awe of their abilities. Members of the Independent Game Developers Association-Austin, an advocacy group, were available to answers questions about the video game industry. GameCamp! representatives provided a look at their summer camp where high school students can learn how to create a video game.

ScreenBurn Arcade was free and open to the public, which allowed for a diverse crowd of industry leaders, out-of-towners and local residents. With many parts of the industry packed into one area, people from a variety of ages, careers, and ambitions were able to play the latest games, mingle and experience the mixture of cultures that extends beyond playing video games. SXSW Interactive runs through March 16.