Program

First Session Register for eventsDemographics, facts and figures

Date: 7 Oct 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

In-game advertising has generated much discussion in recent years – how to accurately quantify tangible results, the gamer’s response, logistics of integration – all issues associated with a comparatively new medium. However, in-game advertising has always remained attractive by offering access to an increasingly hard to reach youth market. In this session we ask whether these widely held demographic perceptions hold true, especially with the advent of family oriented consoles.

The session will also answer the business critical questions that determine whether an in-game ad campaign may benefit your business.

  • An introduction to in-game advertising
  • Does the reality live-up to the hype?
  • Who is playing and is this demographic shifting?
  • How do we measure the results?
  • Are new family oriented consoles and games creating a noticeably broader gaming demographic?
  • Can in-game advertising damage a brand?
  • Can in-game advertising compete with traditional mediums and become part of the mainstream?

Speakers: Dino Mytides, Director, New Media, Interpret LLC

Second Session Register for eventsPlayer engagement - they may be playing the game but are they seeing the ad? 

Date: 21 Oct 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

Eyeball measurement is one thing, but actual engagement and recall is paramount. This session will consider how much impact ads have on the gamer and how this varies across game genres. With some gamers concerned that ads impose on the game narrative, the session will also consider how the consumer feels about in-game advertising and the importance of contextual placements.

  • Do players actually look at in-game ads?
  • Do they remember them?
  • What is the consumer reaction to in-game advertising?
  • How does ad context influence its success and the perception of a brand?
  • What are the definable results from recent in-game ad campaigns?

Speakers: James Burke, Consultant, Kantar Media & Chris James, Regional Sales Manager EMEA, Massive Inc. - Microsoft

Third Session Register for eventsIn-game Advertising Case Study 1

Date: 27 Oct 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

Learn from companies with chalk face experience of delivering ROI on in-game ads. See how companies have benefited from brand presence in games, and understand the step by step process to implement a successful and engaging campaign.

Third Session Register for eventsIn-game Advertising Case - Puma in Football Superstars

Date: 4 Nov 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

In this session we see how IGA Worldwide integrated Puma into Football Superstars, enriching the game and making the brand an important part of the game storyline.

Join this session to learn how Puma managed to dominate the gaming environment, improve playability and deliver tangible brand benefits.

Fourth Session Register for eventsIn-World Advertising

Date: 6 Nov 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

Virtual worlds give brands the opportunity to change the way they engage with their customers. Through storytelling and compelling online experiences, brands can change the dynamic and build an ‘interaction with’ rather than ‘advertising at’ relationship with their audience.

This session will consider:

  • What is working now in virtual worlds?
  • Are there any real risks to a brand exposed in a virtual world?
  • The logistics of an in-world presence
  • Are virtual world retail outlets successful?
  • What is the long-term potential of in-world advertising?

Speakers: Reuben Steiger, CEO, Millions of Us

Fifth Session Register for eventsAdvergames and Casual Games

Date: 10 Nov 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

Promotional games developed specifically by brands have existed since the early 1980s, and free online product-affiliated games have now become a mainstream promotional tool for many companies. This session will address precisely what is understood by ‘advergames’ and also consider  the options that are available to brands wanting to explore this medium.

The session asks:

  • How does the demographic differ between the hardcore console playing gamer and the casual advergames player?
  • As advergames become ubiquitous, is their impact lessened?
  • How can one achieve game visibility? Is viral success limited to just a few games?
  • To what degree does fun influence brand perception and intent to buy?
  • Success stories – what’s working

Speakers: Bella Acharya, Director Entertainment and Devices Advertising Business Group, Microsoft

Sixth Session Register for eventsThe Future of Game Advertising

Date: 17 Nov 2009 | Time: 5pm GMT, 12pm EDT, 9am PDT | Duration: 1 hour

The growth in gaming looks set to carry on, and brands and advertisers will continue to explore the opportunities that exist to engage with this audience. The ever increasing functionality of mobile devices and wider availability of mobile connectivity is creating even more opportunity. What has become apparent is that brands can engage with this audience but must not invade what the consumer perceives to be their ‘personal digital space’.

Talk of next ‘stage’ in-game advertising includes possibilities such as dynamic music streaming dependant on a gamer’s preferences, incentivised in-game challenges with real-world prizes and even in-game transactions where a gamer can buy in-game and in the real world simultaneously.

The potential is enormous and it seems almost inevitable that leading brands must develop a truly multimedia presence to win in the modern age.

Speakers: Ed Bartlett, Co-Founder & Vice President Europe, IGA Worldwide