Summit Agenda

Keynote: Scaling Up: Growing Games into the Next New Ad Medium

Kevin Browne, General Manager, Xbox New Media and Franchise Development, Microsoft

Video game companies and big brands have been working together for decades, placing real-world products and signage into games. However, advertising through games has recently become an "overnight sensation" due to to high-profile placements and the emergence of technologies to dynamically generate ads into games. As the games industry and brands alike try to chart their course toward this exciting new future, Kevin will assess where we've been, current practices in the market, and the challenges both "sides" face. Can in-game advertising grow to the scale of TV, print, and radio? How should we measure its effectiveness? How do we make it easy for advertisers to do business with game companies? How do we capitalize on this opportunity, while ensuring that we add to the gamer's positive experience of this medium?

Analyst Session

Julie Ask, Research Director, Jupiterresearch
Michael Cai, Director, Broadband & Gaming, Parks Associates

Look at the trends, wade through the hype and get to the facts with the most respected analysts in the industry. The facts and stats that affect the business decision to implement in-game advertising as an effective means of corporate advertising will be explored.

Reaching the 18- to 34-year old Demographic

Tim Harris, Senior Vice President, Play | a Denuo Group Company
Saneel Radia, Group Director, Play | a Denuo Group Company

Why are ad agencies looking to video games to help their clients deliver their brand message? What types of games are getting the most traction, and what should marketers do in/around/outside of those games? Get specifics from the leading advertising agency!

Publisher Panel

Dave Anderson, Sr Director, Business Development, Activision
Sarah McIlroy, Director In-Game Ads & Promotions, Midway
Dave Miller, Director, Global Brand Management, THQ
Moderator: Simon Carless, Editorial Director, CMP Game Group

Publishers see the inherent opportunities of in-game advertising. What is the public's reaction to and acceptance of in-game ads? What information do publishers receive for their efforts? To date, are they satisfied with current results? What are their expectations for the future?

Network Analysis Panel

Jon Epstein, CEO, Double Fusion
Chris Gilbert, President & CEO, Adscape Media, Inc.
Nicholas Longano, President of New Media, Massive, Inc.
Justin Townsend, CEO, IGA Worldwide

How do the key players of the in-game advertising networks differentiate their solutions? What are the technical boundaries? What has changed about the market that makes "now" the right time for in-game ads?

In-Game Advertising - the Research Perspective

Emily Della Maggiora, Interactive Entertainment Vice President, Nielsen

This session will explore the challenges and potential solutions to creating a universally accepted currency for in-game advertising. From gameplay measurement to evaluating in-game advertising, research will lead the way in establishing an accepted, accurate and synergistic system for both the developer and the advertiser.