2009 Agenda

8:00 AM - 9:00 AM

Registration & Breakfast

9:00 AM - 9:15 AM

Welcome Remarks

9:15 AM - 9:45 AM

Keynote Presentation
State of Play

PC, console, in-game, around-game, static, dynamic—what does it all mean and, more important, how can advertisers take full advantage of each? In this session a marketing director explains a major brand's motivations for taking advantage of the games space—and the rewards that come with successful execution.

David Rubin
David Rubin
Marketing Director,
Haircare US
9:45 AM - 10:45 AM

Balancing Act: How Games Play Into Your Overall Media Mix

All good advertising shares certain traits—the right message, the right medium and the right media mix are among the most important. Games are no different. Major advertisers showcase gold-star examples of how to leverage the space, not just as an individual medium but as an integral part of the media mix.

Case Study Presentation
Sprint and WildTangent illustrate their successful long-term partnership leveraging multiple opportunities in and around games, keeping Sprint on the cutting edge of this rapidly evolving platform.

Bill Clifford, VP, Global Ad Sales, WildTangent
Starla West, Associate Planning Director, Mindshare

Case Study Presentation
Microsoft and Kia Motors America recently introduced an ambitious integrated games advertising campaign around the launch of their all-new Kia Soul.  Spanning the breadth of Microsoft’s interactive entertainment platform, this campaign illustrates how brands can effectively reach their target across multiple gaming touch points in highly engaging new ways.  This case study will highlight how Kia found a “new way to roll” with games advertising.

Brien Downie, Senior Digital Planner, Gaming Lead, Initiative
Mark Kroese, General Manager, Marketing and Advertising, Entertainment & Devices Division, Microsoft

Panel Discussion

10:45 AM - 11:15 AM

IAB In-Game Advertising Measurement Guidelines: Beyond the Basics

The IAB In-Game Advertising Measurement Guidelines being released for public comment at this June 15 event define accepted practices for the PC and console game industries—assisting the advertising community by standardizing measurement and creating simpler, more transparent transactions. Get a first look at this groundbreaking advancement developed by the IAB Games Committee and learn how you can use the guidelines to do better business today.

David Gunzerath, Sr. Vice President/Associate Director, Media Rating Council
Christian-Alexander Vry, Chief Strategy Officer and Co-founder, IGA Worldwide

11:15 AM - 11:45 AM Networking & Refreshment Break
11:45 AM - 12:30 PM Innovation at the Bleeding Edge: What’s New—and What’s Next

Within games advertising there is a whole world of innovation, happening right now, in real time. These new and creative options go well beyond static billboards and sponsorships, and savvy brands are reaping results by grabbing hold of the untapped opportunities. Leading publishers, developers and advertisers tell you how to get ahead of the curve—and stay there.

Moderator: Jay Krihak, Senior Partner, Group Director & Gaming Innovation, MEC Interaction
Wilson Kriegel, VP Marketing - Business Development & Ad Sales, Outspark
Mark Kroese, General Manager, Marketing and Advertising, Entertainment & Devices Division, Microsoft
Ric Neil, Director of Partner Relations & Business Development, Rupture

12:30 PM - 1:30 PM

Networking Lunch

1:30 PM - 2:00 PM

Keynote Presentation

Peter Moore
Peter Moore
Electronic Arts
2:00 PM - 2:45 PM


Microsoft Advertising
Carmel I, 3rd Floor

Games Advertising Has the Momentum:  So How Can Advertisers Get on Board?
Trends are converging to make the game console the epicenter of entertainment in the home.  Find out what’s driving the big momentum behind gaming and why it’s not a fad, but rather the future of consumer-driven media. This session share Microsoft’s key insights around audience engagement with games advertising and presents compelling new biometric research that drives home the irrestible opportunities for advertisers to engage audiences like never before.

Mark Kroese, General Manager, Marketing and Advertising Entertainment & Devices Division, Microsoft

Microsoft Advertising

Electronic Arts
Carmel II, 3rd Floor

EA LIVE...How Brands are Brought to Life
Brands are getting on board with gaming with increased vigor and tangible results. With the tried and true notion cutting across old and new media...Content is King...this workshop will engage marketers and game developers in the critical discussion of how brands can leverage award winning entertainment to drive attitudinal and behavioral shifts with desirable, deeply engaged audiences while enhancing game play.

Moderator: Elizabeth Harz, SVP Global Media Sales, Electronic Arts
Chris Scott, Emerging Media Manager, The Progressive Corporation
Steve Seabolt, Vice President PLAY Label, Electronic Arts
Matt Story, Director, Play (division of Publicis Groupe’s Denuo)
Matt Marsala, Senior Producer EAGL, Electronic Arts
Sam Player, Executive Producer The Sims, Electronic Arts

Electronic Arts

2:45 PM - 3:15 PM

Networking & Refreshment Break

3:15 PM - 4:30 PM

Games Advertising Marketplace: Learn From the Solutions Experts

The games marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts from a variety of solutions providers to see who’s changing the game and to determine which solutions are best for your business.

Carmel I, 3rd Floor

Carmel II, 3rd Floor

Mendocino I, 2nd Floor

Mendocino II, 2nd Floor
3:15 – 3:30 pm Microsoft Advertising Electronic Arts WildTangent GSN
3:35 – 3:50 pm Microsoft Advertising Electronic Arts WildTangent GSN
3:55 – 4:10 pm Microsoft Advertising Electronic Arts WildTangent GSN
4:15 – 4:30 pm Microsoft Advertising Electronic Arts WildTangent GSN
4:30 PM - 5:15 PM

We Are All Gamers Now: Cross-Demographic Consumer Panel

Is your vision of the games space limited to soccer moms enjoying casual games and teenage boys obsessed with massive multiplayer online games? If so, you’re missing a world of opportunity. This group of gamers spanning age, lifestyle and gender will reveal their habits and attitudes about interacting with brands in, around and across their play. The results will surprise you.

Sponsored by:

5:15 PM - 5:30 PM

Closing Remarks

5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by:
Microsoft Advertising