2009 Speakers

Keynote Speaker:

Peter MoorePeter Moore
Chief Operating Officer
Electronic Arts

Peter Moore is Chief Operating Officer of Electronic Arts, providing strategic leadership for all global operations that enable EA to bring products to market via retail and digital direct-to-consumer channels, including publishing, sales, media, central development, and channel management.

He has more than 25 years of experience in gaming, entertainment, and consumer products. From September 2007 to August 2011, he held the position of President of EA SPORTS, leading one of the most recognized brands in sports and entertainment. During his tenure, EA SPORTS delivered some of the top-selling sports video games of the current console generation from franchises including FIFA, Madden NFL, NCAA Football, and NHL. Peter’s leadership was also instrumental in the expansion of digital game experiences from EA SPORTS, extending console games through downloadable content as well as bringing EA SPORTS franchises to new gaming platforms including social media and mobile devices.

Prior to joining EA, Peter was Corporate Vice President of the Interactive Entertainment Business of Microsoft Corp., where he was responsible for leading both the Xbox® and Games for Windows® businesses, driving games development at Microsoft® Game Studios, as well as cultivating relationships with third-party game publishers and developers around the world.

Mr. Moore holds a bachelor’s degree from Keele University, United Kingdom, and a Master’s Degree from California State University, Long Beach.

Keynote Speaker:

David RubinDavid Rubin
Marketing Director, Haircare US

David is the Director of Unilever’s Hair brands, a business exceeding $900MM and including such loved Brands as Dove, Suave, Sunsilk, and the newly launched Axe Hair. Before Haircare, David spent 8 years on the Axe Brand, launching it into North America in 2002 and building it to its current status as the #1 anti-perspirant/deodorant in the US, a leading male shower gel, and a roughly $500MM brand regionally. On Axe, David led several advertising campaigns, developed 3 brand-created TV shows, developed the Mojo Master video game, and pioneered Axe's viral and in-game marketing. David and Axe have won numerous awards, including Cannes Lions, Guerrilla Marketer of the Year from Brandweek, Ad Age's Top 50 Marketers of 2004, and several Reggie awards for promotions and events.

David also worked for a US Congressman and in economic policy at the U.S. Treasury. He has an MBA from the Wharton School and a B.A. from Yale University.

David, his wife, and 1-year-old daughter live in Chicago. He avidly plays video games and has run 8 marathons.

Bill CliffordBill Clifford
Chief Revenue Officer


Bill is responsible for advertising sales and mobile commerce at SessionM. Prior to joining SessionM, Bill was at WildTangent where he managed a global ad sales organization, launched a leading in-game ad platform, and built a network of game publishers and developers reaching over 150 million monthly unique users. Bill has been a pioneer of new advertising models that have fueled award-winning campaigns for major global brands like Unilever, P&G, and Levi’s. Prior to WildTangent, Bill was Director of West Coast Sales at News Corporation’s News Digital Media (now Fox Interactive Media). He is a graduate of Georgetown University and lives in Connecticut with his wife and two daughters.

Dorian BenkoilBrien Downie

Senior Digital Planner, Gaming Lead

As Sr. Digital Planner and Gaming Lead, Brien plans, negotiates and implements online media for Kia Motors America, one of Initiative’s two automotive accounts.  Brien has extensive experience working in all various forms of digital advertising, from heavily direct-response centric clients such as Intuit QuickBooks, to brand-heavy clients such as Showtime Television, Carl’s Jr and Hardee’s.  Having been a gamer since the mid-1980’s, Brien has taken a leading role in Initiative’s fast-growing gaming practice, breaking new ground for clients in in-game advertising, as well as developing custom advergame programs.

Prior to joining Initiative, Brien worked for Atlas, part of the aQuantive group of companies, since acquired by Microsoft.  During his tenure at Atlas, Brien worked in the Site Optimization Group, further improving the effectiveness of online advertising by analyzing and optimizing web sites and landing pages for clients such as American Express, ING Direct, Citi Credit Cards, DowJones Co., AstraZeneca Pharmaceuticals.

Brien is addicted to Facebook, and to jazz music. He is an LA Opera season ticket holder, and can regularly be seen at the Arclight Cinemas in Hollywood attending the latest blockbuster.  He is also a former candidate for the Washington State House of Representatives (’04, District #46).  Brien is a graduate of Biola University.

David GunzerathDavid Gunzerath
Senior Vice President, Associate Director
Media Rating Council

David Gunzerath is Senior Vice President and Associate Director of the Media Rating Council (MRC). In addition to his work on MRC’s accreditation-related activities, he also is heavily involved in the development of new measurement standards for emerging media.

David joined MRC in July 2007 after eight years with the National Association of Broadcasters (NAB), where he led NAB’s Research Group and was responsible for directing all industry and policy research and polling conducted by and for the association. Prior to joining NAB, he held a series of research, management, and editorial positions with TV Guide, including a role as a regular national feature columnist on television ratings-related news. He received his Ph.D. in Media Studies from the University of Iowa and also holds an M.A. in Communications from Temple University, and a B.S. in Business Administration from La Salle College.

Elizabeth Harz
Senior Vice President, Sales
Electronic Arts

Elizabeth Harz serves as Senior Vice President of Global Media Sales at Electronic Arts. Elizabeth joined EA in April 2008 and oversees EA’s global media sales team working across EA’s Labels including EA SPORTS, EA GAMES, The Play Label and Pogo.com. Elizabeth works to inspire marketers to connect with consumers through interactive entertainment.

Elizabeth manages the global sales, marketing and operations teams providing industry-leading marketing opportunities for the world’s most popular games including Need for Speed, Madden NFL, The Sims and Pogo. She leads media sales across all EA ad vehicles, including sponsorship and dynamic in-game ads, web advertising, Pogo.com, social networks and mobile games.

Elizabeth has nearly twenty years of media experience both in sales and general management. She has continuously leveraged innovative technology to help marketers reach their customers and prospects in new and effective ways. Prior to joining EA, Elizabeth spent five years at Yahoo! where she served in a variety of positions, most recently as Vice President of Marketing Insights where she was responsible for leveraging Yahoo!’s unique consumer data to provide actionable business intelligence to marketers. She also served as Vice President of Category Strategy responsible for Yahoo!'s vertical team, and as Category Development Officer for the Technology and Telecommunications verticals.

Prior to Yahoo! she spent twelve years at CNET, ZDNet and PC Magazine holding various sales and general management positions before leaving CNET as SVP of Sales. Elizabeth began her career in non-profit, orchestrating citizen exchanges between the U.S. and the former Soviet Union. She lives in New Jersey with her husband and two daughters.

John BattelleWilson Kriegel
VP of Business Development & Advertising Sales
Outspark Inc

In his 11 years Kriegel has developed extensive hands-on experience in business development, advertising, marketing & operational management, in both start-ups and blue chip companies.

Currently as VP of Business Development & Advertising Sales for Outspark;' Kriegel started by being responsible for marketing, driving new user growth, CRM, Community and partnerships of the company. Wilson is currently primarily focused on Business Development (payment gateways, IP, portal and traffic) & Advertising Sales & Sponsorships (in-game and web), all of which drive the companies revenues and growth.  

Before joining Outspark, Wilson had been a part of the founding team or executive of 3 other gaming companies, all of which were funded.   

Kriegel served as Executive VP & General Manager at Curse Inc., now the leading online 2.0 MMO game portal which reaches over 5 Million unique a month. During that time, he developed extensive community, mmo and portal experience. Working with its founder on the strategy, daily operations of the company and management of the teams; Wilson also established and grew the companies direct online advertising & sponsorship revenues and game publisher partnerships.   

Wilson was also a part of the founding team of IGA WW in the U.S. IGA WW is now one of the leading dynamic in-game advertising company in the world. There as VP Business Development, he led the publisher, developer integration of IGA’s services, across platforms (PC, Mobile and Console).   

Kriegel started his career in the gaming industry by launching GameTimeNation, the first interactive entertainment retail services company. There he was involved in establishing professional gaming in the US, sponsored events, TV series and in store console based retail services, much of which was supported through advertising and sponsorship in-store and on the web as well as consumer paid for services.  

Prior this, he was an early employee at a gas & electricity consumer company, taken public, where he managed ecommerce and marketing and out of college worked as a financial analyst on wall street.  

Bachelor’s Degree in Economics from Wheaton College in MA.

John BattelleJay Krihak
Senior Partner, Group Director & Gaming Innovation
MEC Interaction

Jay oversees development of digital strategy, buying and implementation for clients including Novartis.  He is also responsible for leading the agency’s navigation of the video game space to the benefit of gamers and MEC client businesses.

Since joining MEC Interaction in 2000, Jay has lead development of award-worthy efforts for Cadbury Adams, Stride Gum (OMMA Awards) and Xerox (Creative Media Awards, Winner Best Business Media, Best In Show) and has provided industry leadership in areas such as rich media, broadband video and behavioral targeting.  In late 2005, Jay expanded his role to include Gaming Innovation.
Jay began his media career in 1994 as a Media Planner at Young & Rubicam, moving over to The Digital Edge in 2000.

He is a member of the 4A’s committee, a regular contributor to MediaPost’s Video Insider newsletter and has spoken at @dTech, OMMA Global, OMMA Gaming, Massive Inc Publisher Summits, iMedia Breakthrough and IAB Ecosystem 2.0.

My media mix:  Sports, Fantasy Sports, Food/HGTV, MSNBC, Business Week, Industry Trades, The Web (yes, the whole thing), airport signage and Xbox Live

When I’m not at work, you can find me:  Home in Westfield, NJ with my beautiful wife April, gorgeous daughter Hannah, handsome son Matthew, and smarter-than-me dog, Oreo.

What you won’t see on my social network profile:  Pictures of me crowd surfing at a company holiday party, though they do exist.

You’d never guess that:  A kid from New Jersey would be a near-life-long fan of the Milwaukee Brewers and Seattle Seahawks.

Mark Kroese
General Manager, Interactive Entertainment Advertising Business Group


John BattelleMatt Marsala
Senior Producer EAGL
Electronic Arts

With more than 15 years of experience in the interactive entertainment industry, Matt Marsala started his professional career at Papyrus Design Group in Boston as a 3D Modeler.  Over the course of seven years, Matt worked his way up through the production ranks shipping several award winning NASCAR Racing titles. Joining Electronic Arts in 2002, Matt was hired as Producer on the Medal of Honor franchise before becoming Sr. Producer in the Hasbro division, where he currently oversees all phases of G.I. JOE The Rise of Cobra development. 

John BattelleSam Player
Executive Producer The Sims
Electronic Arts

Sam Player is the Executive Producer for SimAnimals, a brand new intellectual property from The Sims Label, where his responsibilities are to oversee creation and development of all products in the SimAnimals franchise.  
Sam is a 14-year industry veteran has been with EA since 2001.

Before working on SimAnimals, Sam produced several The Sims 2 Expansion Packs and Stuff Packs, including The Sims 2 Seasons and The Sims 2 Bon Voyage.

His other work at EA includes serving as Senior Producer of the Tiger Woods PGA TOUR Golf franchise and James Bond’s From Russia With Love.

Prior to joining EA, Sam was Vice President of Product Development at Crystal Dynamics, where he contributed in roles ranging from Lead Designer to Executive Producer on several titles, including Gex: Deep Cover Gecko, Pandemonium 2, 102 Dalmatians, and 3D Baseball.

Joe LaszloChris Scott
Emerging Media Manager
The Progressive Corporation

Chris Scott is Progressive’s emerging media manager, a position he has held since 2007. In this role, he is responsible for brand building and customer acquisition by developing media programs for the gaming, mobile and social media channels.

Scott joined Progressive in 2002 as a member of the Web Experience team which is responsible for progressive.com. Prior to joining Progressive, he worked as a freelance new media specialist and as a multimedia specialist and project manager for Malone Advertising in Akron, Ohio.

Scott holds a bachelor’s degree in Cinema from Denison University in Granville, Ohio, and has produced and directed two independent films (don’t look for them on Netflix anytime soon). He, his wife and two sons are all avid gamers, though his two dogs are not.

John BattelleSteve Seabolt
Vice President, Global Brand Development – Play Label
Electronic Arts

Steve Seabolt has been with Electronic Arts for 8 years and heads global brand development for The Play Label, including TheSims, Casual, and Hasbro games. The mission is to develop strategic partnerships that either drive significant incremental revenue to the brand, or via partnership, extend The Sims’ brand footprint via broader awareness or engagement.

Prior to this he headed WW Marketing and Publishing Operations, and was the Vice President of Marketing, Sales and Business Development for EA’s online business.

Before joining EA, Mr. Seabolt served as chief executive officer for Spinway Inc, which was the largest co-branded U.S. internet service provider at the time. Before that he was president and chief executive officer for Sunset Publishing (Time Warner) for more than six years, revitalizing the brand and successfully doubling the business. Previously, Mr. Seabolt spent more than 20 years in various senior sales, marketing and management positions within Time Inc (Time, Time Inc., Sports Illustrated) in New York and Los Angeles.

Mr. Seabolt holds a BBA in marketing and economics from University of Iowa and an MBA from Arizona State University. He serves on the Board of Directors of Applied Minds and is a Board Advisor for Monrovia Horticulture, Inc.

Matt Story

Play (division of Publicis Groupe’s Denuo)

With expertise and perspective from both the client and the agency side, Matt Story brings to bear dual strength in the areas of interactive and videogame advertising, as well as how they can transcend and evolve a client brand.  

As director, Story oversees the West Coast operation of Play, the premiere gaming division of Publicis Groupe’s Denuo, where he maintains key publishing and gaming industry contacts for the agency. He and his dedicated team develop unique gaming integration programs on behalf of General Motors (GM) and Procter & Gamble (P&G), just to name a few. Most recently, Story and his team leveraged the growing trend and importance of gamerscore value by developing the Old Spice Experience Challenge. Now in its second year, this program provides gamers with a unique, custom branded gamerscore challenge where they call the shots – they choose their own challenge parameters, play against friends and compete for prizes.

Story also helped translate Buick’s real-world ownership rewards program (The Buick Clubhouse) into the virtual world of EA Sports’ Tiger Woods PGA Tour 08 videogame title via value add-ons, in-game branding, gaming community interaction and a sponsored contest with Buick prizing – an event which currently ranks as the largest contest ever hosted on EA Sports’ Gamer Net community, tripling the second largest rank in scale and popularity.  
Prior to joining Play, Story was Interactive Marketing Manager across the antiperspirants/deodorants category for P&G, where he worked for four years across a variety of disciplines and roles in the same product category. During his tenure, Story managed the creation of the first P&G blog, which supported the launch of Secret Sparkle Body Spray. He also led innovative development with the Old Spice brand’s in-game integrations in multiple key videogame titles.

In 2007, Story was recognized by OMMA magazine as a “Rising Star.” Story graduated from Washington University, where he received two B.S. degrees in Computer Science and Computer Engineering.  

John BattelleChristian-Alexander Vry
Chief Strategy Officer and Co-founder
IGA Worldwide

Christian Vry, CSO and Co-founder of IGA Worldwide, is a pioneer of the in-game advertising industry with over 15 years of experience in new media.  Christian has held numerous senior roles in the digital media space, and co-founded several successful technology and media companies in Europe and the US.

Before founding IGA, Christian served as Director of Consulting for McCann-Erickson’s German digital media division.  Prior to that, he held senior positions at Freenet AG and Dolphin Telecom GmbH.  In 1998 he founded Meome AG, a leading European expert portal, which was sold two years later.

At IGA, Mr. Vry is responsible for managing key strategic initiatives as well as corporate development.

Vry is a member of the board of SNOM technology AG, Germany, a leading Voice-over-IP technology company.

Starla West
Associate Planning Director

As an embedded employee in Sprint’s Corporate Media Group, Starla West is the client lead for Consumer-facing digital strategy development and implementation. Her responsibilities include online, mobile, iTV and gaming. In this position, Starla has been involved in the creation and execution of several successful online and console-based gaming programs.

Prior to her current role, Starla built the Emerging Technologies team at Bernstein-Rein Advertising. Her team developed and executed programs on behalf of clients such as Wal-Mart, USAA and Bayer Animal Health, in a variety of new platforms, including the largest cross-MSO Video-on-Demand program of its time.

In the fall, Starla will serve as an adjunct professor for the University of Kansas, educating masters-level students on the use of emerging media.

Starla has been involved in strategic media development and implementation for nearly 17 years. Her emphasis is leveraging traditional and new media to create unique and measurable programs designed to help brands stand out among the competition.