Agent computing and technology is an exciting, emerging paradigm expected to play a key role in many society-changing practices from disaster response to manufacturing to agriculture. Agent and multi-agent researchers are focused on building working systems that bring together a broad range of technical areas from market theory to software engineering to user interfaces. Agent systems are expected to operate in real-world environments, with all the challenges complex environments present. PRIMA particularly encourages reports on development of prototype and deployed agent and multi-agent systems and experiments that demonstrate the capability of agents to handle real-world challenges.

PRIMA is a leading scientific conference for research on intelligent agent systems and multi-agent systems, attracting high quality, state-of-the-art research from all over the world. The conference endeavours to bring together researchers, developers, and academic and industry leaders, active and interested in agents and multi-agent systems, their practices and related areas. The conference has a strong focus on practice, and is focused on becoming the premier forum for prototype and deployed agent systems. The conference offers an exceptional opportunity for presentation of original work, technological advances, practical problems and concerns of the research community. PRIMA2010 will build on the success of its predecessor workshops and conferences held in Nagoya, Hanoi, Bangkok, Guilin, Kuala Lumpur, Auckland, Seoul, Tokyo, Taipei, Melbourne, Kyoto, and Singapore. Since 2007, due to the need for an additional high-quality forum for international researchers and practitioners to meet and share their work, the meeting has been expanded from a workshop to a full-fledged conference.

Papers addressing methodological or theoretical aspects or particular aspects of agent development are also encouraged. A broad range of topics are of interest but all papers should clearly identify how the contribution brings the promise of practical multi-agent systems closer and identify their scientific and/or technical contributions to the PRIMA community.

In addition to the themes listed below, a key theme for PRIMA 2010 is service-oriented computing, and its relationship to agent computing and technology. We especially encourage papers that deal with the application of agent techniques in the context of service computing. Agents play important roles in many phases of service lifecycle from concept to construction to delivery. Agent-assisted user interaction with web services is also promising in providing better services.

PRIMA 2010 will see a number of changes to the reviewing process. These changes are designed to further raise the quality of the reviewing process and of the accepted papers. Specifically, PRIMA 2010 will introduce an author response phase in which authors are able to respond to reviewers; use double blind reviewing; and introduce a Senior Programme Committee (SPC). Additionally, PRIMA 2010 will introduce a "shepherding" process for borderline papers. This process will see a PC or SPC member working with authors of borderline papers to provide additional support during the revision process.