Over the last decade the oil and gas industry has delivered conceptual and technical changes that have entirely changed the fundamentals of natural gas supply in North America. Underpinning the step change in natural gas reserves and market ready supplies has been the change in the perception of fine-grained, organic rich rocks (i.e. shales – although of course not all shales are organic rich). No longer are such rocks viewed only as source and seal candidates, but also as source rock reservoirs or shale gas plays. Although the geological continuity of shale gas plays have led to the production-line style operations seen across North America in mature unconventional plays, it is not "factory-style" efficiency improvements in isolation that allow the economic exploitation of shale gas. The large number of fit-for-purpose technologies, introduced by operators and service companies, has been critical in increasing production while keeping costs flat and/or reducing costs and time to production. 3D seismic data play a key role in unconventional developments as a unique look-ahead dataset. The role of seismic, however, has evolved to be far more than simply a tool for mapping major structures. For example, through AVO inversion we are able to make predictions regarding elastic properties of the formations of interest. The integration of AVO inversion data with engineering and rock physics data is providing new avenues of data exploitation. Seismic data are also being used to predict closure stress and stress anisotropy, which can be calibrated with data and analysis from hydraulic fracturing. Additionally, the integration of surface seismic data with microseismic provides a means of fine-tuning the estimation of stimulated rock volume.