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The University of Virginia and Azure Worldwide have partnered to showcase a new concept in environmental engagement and action through an interactive game that simulates the conditions of the Chesapeake Bay watershed with players taking the roles of people who live in the watershed, and make their livelihoods from the resources of the Bay. From watermen and farmers to developers and policymakers, as the game is played, every decision has an impact on the health of the Bay and the wellbeing of the stakeholders each player represents. Originally created as a tool to help demonstrate the importance of political and civic collaboration in conservation efforts, UVA and Azure Worldwide premiered a new version of the Bay Game in April 2010 and continue to develop it for a wide variety of users. The game has been presented to students, policy makers and corporations. This included a panel at the 2012 SXSW Interactive festival.