Professor Carlton Reeve

Associate Dean - Research & Innovation

Digital, Tech, Innovation & Business

Carlton is the Director of the Staffordshire University Games Institute and Professor of Narrative Design.

My career in the Creative Industries spans both media production and academia. Having worked as a Commissioner for the BBC, Executive Producer and Creative Director for leading UK indies and as a consultant to organisations including the United Nations, I have produced or commissioned around 10 hours of broadcast television (including the RTS award-winning iScience documentary for the BBC), more than 40 websites (including the BAFTA-nominated Rough Science) and more than a dozen games, including, in the last year, 3 AR games for the Natural History Museum, Science Museum and BBC.

My PhD (2010) examines the development and impact of a £1 million serious game I produced with the BBC for the National College for School Leadership. I have written more than 30 publications. Since becoming an academic in 2015, I have successfully supervised 7 PhD students.

I am a judge for the BAFTA film and game awards, the national VR Awards and a grant assessor for government agencies. I have been interviewed about games, virtual reality and social media by regional and national press and television including the Independent, Daily Telegraph and ITV News.

I was awarded a fellowship of the Royal Society of Arts in 2007 for my international work in education. I am a senior fellow of the Higher Education Academy, a trustee of the Sheffield-based charity, Parson Cross Initiative (PXI) which addresses social exclusion, a school governor and volunteer youth leader.

Professional memberships and activities

  • Fellow of the Royal Society of the Arts
  • Senior Fellow of the Higher Education Academy
  • Member of the British Academy of Film and Television Arts (BAFTA)

Academic qualifications

  • PhD, “The design, development and evaluation of software for game-based educational leadership training”, University of Bradford
  • BSc (Hons), Electronic Imaging and Media Communications, University of Bradford
  • HND, Electronics and Communication Engineering, Coventry Technical College


  • Creative direction
  • Editorial leadership
  • Learning design & user experience
  • Multiplatform production
  • Storytelling & interactive narrative
  • Serious game design & development
  • Professional development & training
  • Applied media research

Research interests

  • Narrative design
  • Purposeful games
  • Pedagogy
  • Media and Society


  • Screen Industries Growth Network (AHRC), 2021, Research into Bradford Communities’ Youth and Careers in the Creative Industries, £25,000
  • XR Stories (AHRC), 2020, Awesome Animals AR, £35,000
  • University of Bradford, 2020, Game Theory based Approach to Modelling Optimal Social Distancing, £17,000
  • AHRC, 2017, Project code-name Humpty, £100,000
  • Wellcome Trust/ NSF, 2014, Affinity Spaces for Informal Science Learning, £75,000


Hanbazazah, A., Reeve, C., Abuljadail, M., 2022, Influence of Advergames on Brand Outcomes and Cross-Cultural Consumer Behaviour, International Business Research, Vol. 15, No. 8, do I:10.5539/ibr.v15n8p1 

Hanbazazah, A., Reeve, C., 2022, Acceptance of Advergames Design: A Critical Analysis from Cross-Cultural Aspect, International Journal of Economics and Finance; Vol. 14, No. 5; 2022, doi:10.5539/ijef.v14n5p

Hanbazazah, A., Reeve, C., 2021, Pop-up Ads and Behaviour Patterns: A Quantitative Analysis Involving Perception of Saudi Users, International Journal of Marketing Studies, Vol. 13, No. 4

Hanbazazah, A., Reeve, C., Abuljadail, M., 2021, Impact of Advergames on Brand Outcomes among Saudi Players, Conference Proceedings Asian Conference on Arts and Humanities

Ugail, H. Reeve, C. et al, On Rearranging Physical Spaces for Enhancing Social Distancing Measures to Combat the COVID-19 Infection Rates, 2020, International Conference on Internet of Things and Intelligent Applications (ITIA), pp. 1-5, doi: 10.1109/ITIA50152.2020.9312322.

Sayed, Z., Ugail, H.,Palmer, I.,Purdy, J. & Reeve, C., 2016, Auto-Parameterized Shape Grammar for Constructing Islamic Geometric Motif-Based Structures, Trans. Computer Science XXVIII, vol 9590, pp 146-162

Sayed, Z., Ugail, H.,Palmer, I.,Purdy, J. & Reeve, C., 2015. Parameterized Shape Grammar for Generating n-fold Islamic Geometric Motifs. Transactions on Computational Science on the 2015 International Conference on Cyberworlds, Visby, pp79-85

Hudson, R., Duncan, S. & Reeve, C. Affinity Spaces for Informal Science Learning: Developing a Research Agenda, Washington: National Science Foundation, July 2016

Goodliff, M., Palmer, I. & Reeve, C., 2016. Design for Industry: creating a level playing field to accommodate multiple live briefs. Brookes eJournal of Learning and Teaching, Vol 8, Issues 1 and 2, April 2016. (ISSN 1744-7747).

Reeve, C., 2015. Though we’re seduced by sequels and derivatives, it's good to see innovative indie games nominated. London: The Independent Available at: [Accessed 27 May 2015]

Reeve, C., 2014. Digital Skills Diagnostic Development Framework. Salford: BBC Innovations Unit.

Reeve, C., 2014. Digital Skills Taxonomy. Salford: BBC Innovations Unit.

Reeve, C., 2013. BBC Primary Curriculum Topic Analysis and Mapping. Salford: BBC Knowledge and Learning.

Reeve, C., 2013. Games in the Classroom: Using Game Mechanics for Learning. In Learning Wingate Seminar. London, 1 February 2013. ORT World.

Reeve, C., 2013. Learning Narratives and Reflection. Salford: BBC Knowledge and Learning.

Reeve, C., 2012. An Analysis of the BBC's Primary School Resources. Salford: BBC Knowledge and Learning.

Reeve, C., 2012. Gamification: What's the point? In Perspectives on Gamification. Lancaster, 13 July 2012. Lancaster University Management School.

Reeve, C., 2012. Learning to Game or Gaming to Learn. In Fusion:Games. Salford, 28 November 2012. BBC.

Reeve, C. & Palmer, I., 2012. Serious Games: How we make play meaningful. Salford: BBC Children's.

Reeve, C. & Squire, D., 2012. A Skills Analysis of BBC educational games. Salford: BBC Knowledge and Learning.

Reeve, C. & Squire, D., 2012. Game-based Learning: implications for BBC Knowledge and Learning. Reeve, C., 2011. Play with Learning. In Bradford Animation Festival. Bradford, 8 November 2011. National Media Museum.

Reeve, C., 2011. Simulating Failure: Why simulations don't always work. In Steinkuehler, C., Martin, C. & Ochsner, A., eds. Games+Learning+Society Conference Proceedings. Madison, 2011. ETC Press.

Reeve, C., 2011. The Gamification of Education. In LearnPod 11. Doncaster, 11 July 2011. Doncaster College.

Reeve, C., 2010. The design, development and evaluation of software for game-based educational leadership training. Bradford: University of Bradford.

Reeve, C. & Squire, D., 2010. Developing Learning Games. London: BBC Learning Innovations Unit.

Reeve, C. & Squire, D., 2010. The Psychology of Gaming. London: DotGovLabs.

Reeve, C., 2009. Narrative-based Serious Games. In O. Petrovic & A. Brand, eds. Serious Games on the Move. New York: SpringerWien. pp.73-89.

Reeve, C. & Squire, D., 2009. Towards a BBC Games Taxonomy. London: BBC.

Salford: BBC Knowledge and Learning.

Reeve, C., 2005. Why learning is at the heart of the BBC. Manager, p.26.

Reeve, C., 2000. Presence in virtual theater. Presence, 9(2), pp.209-213.

Reeve, C. and Palmer, I., 1999. Virtual rehearsal over networks. In Digital Convergence: The Information Revolution, pp. 101-115. Springer, London.


in the UK for Quality Education

Sustainable Development Goal 4, Times Higher Education Impact Rankings 2024

for Career Prospects

Whatuni Student Choice Awards 2023

for Facilities

Whatuni Student Choice Awards 2023

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021

of Research is “Internationally Excellent” or “World Leading”

Research Excellence Framework 2021

Four Star Rating

QS Star Ratings 2021