Originally Ricard started his career as an academic, directing the UK's Arts&Technology Partnerships research centre. Afterwards he became involved as producer and consultant with projects related to digital media alongside TV, film & games companies. As a practitioner Ricard started to experiment with the intersection between games and linear film back in 2000, producing a range of animation projects made with videogame engines (a technique now known as Machinima) and, from 2004 onwards, continued his work inside virtual worlds. With Transmedia projects such as Machinima Island (2005) and Vlogger (2011) he has also explored the fusion of audience participation, film techniques and videogame technology. His current focus is the Gamification of narrative.