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The Entertainment Technology Innovation Lab (ETIL) at the University of Wisconsin-Madison is a campus hub for university-industry collaboration, focused on learning, research, and hands-on investigation to foster deeper understanding, accelerated innovation and development, and successful deployment and adoption of new entertainment industry specific technologies and applications. While our research specialties will be Interactive Entertainment (i.e. the ALICE project) and entertainment functional safety systems, we will additionally support structural testing, standards compliance, product development, and other sponsored projects. Right now we are gathering names of potential collaborators interested in innovation with no commitment requirements.