21st November, 2013

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Agenda At A Glance

21st November 2013

8:15 am
9:00 am

Registration Opens / Breakfast

9:00 am
9:30 am

Opening Keynote:

YouTube: The Forgotten Social Network

This enlightening talk will focus on novel marketing opportunities and address how YouTube should be employed in a marketing plan for gambling operators. Understand how the 2nd biggest search engine can be utilised to drive both branding and direct response goals. And why, with the biggest betting event of all time less than 12 months away you should be putting video at the heart of your marketing strategies.
As the cost of impact and reach increases in the tried and tested above the line channels, this session will look to open up the possibilities in online video and in particular YouTube.

Speaker:
Chris Harrison, eGaming Industry Manager, Google

9:30 am
10:15 am

Track 1:

Social Casino: Waking Up the Sleepy Online Gambling Industry

The online gambling industry has lost its edge the last couple of years. From a disruptive, product-driven culture driven by entrepreneurs keen to change the old fashioned offline gambling world, is has become a stale, sleepy, comfortable industry that is risk-averse and focused on maintaining the status quo. Social casino is not just a fad, it has the potential to disrupt this industry: it challenges the laws of yesterday and brings new products, marketing techniques and business models to the table. Is social casino the future of online gambling?

Speaker:
Raf Keustermans, Co-Founder, CEO, Plumbee

Track 2:

Be Creative with Your IP and still Monetise it on Windows (Phone) Store

You came up with a great idea for a fun game – you might even have started to work on its
implementation. And yet you are not quite sure which options you have to monetise it? Or you already own a great IP or two and would like to take the mobile?
This session is going to walk you through a few sample app types, giving you an idea on how you can monetise them on the Windows Store and Windows Phone Store.

Speaker:
Kristina Rothe , Technical Evangelist, Microsoft Germany

10:15 am
10:45 am

Morning Break

10:45 am
11:30 am

Track 1:

Social Sports Betting: Now or Perhaps Never?

All popular categories in iGaming – Casino, Poker & Bingo – have seen huge success in the social and free-to-play environment. Except Sportsbetting. Will there ever be similar operators in Social Betting like in other iGaming categories, or is Sportsbetting simply not cut out for social game-play? What concepts are most likely to emerge, or are they already here in the form of Fantasy Sports Games and Football Manager Games?

Moderator:
Robert Lenzhofer, Founder and CEO, crowdbet
Speakers:
Christoph Jenke, Managing Director, Crowdpark
Sabin Brooks, Co-Founder, SportzRush

Track 2:

Make 3 Free-to-Play Games in 90 minutes (Part 1)

Too many conference sessions are all mouth and no trousers. Well not this one. Join three industry experts as they show how you can make any game into a F2P experience that will be fun, enduring and profitable. Nicholas Lovell (GAMESbrief) will present a framework for designing free-to-play games: the Pyramid. He’ll then be joined by Oscar Clark (Everyplay) to make 3 free-to-play games in 90 minutes. Which games will they make? That’s up to you – the audience – to decide. Come to this interactive session to see how F2P principles are applied in practice. You will leave enlightened, informed and energized.

Moderator:
Nicholas Lovell, Founder, Gamesbrief
Speaker:
Oscar Clark, Evangelist, Applifer

11:30 am
12:15 pm

Track 1:

Social Casino Games: Gaining the Edge through Predictive Personalization

Now that it’s possible to reliably predict preferred in-game player choices on-the-fly, these predictive algorithms can alter each player’s path to enrich their experience, and the operator’s bottom line. Social casino operators are forging ahead with real-time predictive personalization, giving them an edge in monetization, retention and virality. The algorithms uniquely route each player through a personalized path generating richer user experience and maximized KPIs by tapping into the vast amounts of player attributes, both social and behavioral. Learn how you can make your players play longer, spend more, invite more friends, and come back sooner without adding any overhead to the game or employing an army of analysts.

Speaker:
Alan Avidan, Executive Director, Bees and Pollen

Track 2:

Make 3 Free-to-Play Games in 90 minutes (Part 2)

Moderator:
Nicholas Lovell, Founder, Gamesbrief
Speaker:
Oscar Clark, Evangelist, Applifer

12:15 pm
1:00 pm

Track 1:

Gambling and Games: What is the Point of Regulation Anyway

As digital entertainment continues its evolution, the convergence between gambling and games is still a major topic for concern for regulators, developers, consumers
and the media.
Join us for a lively panel as we explore what regulation means today and how it should or should not
adapt moving forward.

Moderator:
Stephen Ketteley, Partner, DLA Piper UK LLP
Speakers:
David Schollenberger, Partner and Head of Gaming and Leisure Team, Healys LLP
Sue Rossiter, Director of Policy and Projects, Remote Gambling Association
Andrew Hughes, CEO and Co-Founder, AbZorba Games
Luc Delany, CEO, International Social Games Association

Track 2:

Smartphone and Mobile: The Rise of Native Ads

Smartphone and mobile has infiltrated nearly every aspect of our lives – especially in gaming and social networking, where mobile gaming apps have garnered cult-like status among consumers and the media. However, the ubiquity of gaming and social apps does not equal profitability. How do these games sustain monetary value and consumer interest in an overflowing app market? Up until last year, in-app purchasing and paid apps were the only real source of monetizing the mobile user base with more than 90% of the 100 top-grossing iPhone apps using in-app purchasing. Though in-app purchasing is an important part of an app’s revenue model, only a small percentage of users actually pay. The goal is to monetize the other 97% or so of users who use the apps. Mobile advertising traditionally underperforms compared to web, but now with the rise of native advertising, the industry is starting to see expedited eCPM convergence.

Speaker:
Geoff Cook, Co-founder and CEO, MeetMe, Inc.

1:00 pm
2:00 pm

Lunch Break

2:00 pm
2:30 pm

Afternoon Keynote:

Fireside Chat with Facebook

Join Owen O’Donoghue, Facebook’s Gaming Marketing Solutions, as he highlights how the Web is reorganizing around people and social design and how Facebook as a platform can help your business accelerate and leverage the scale of what is now over 1.15 billion monthly active users.

Speaker:
Owen O’Donoghue, Gaming Marketing Solutions, Facebook

2:30 pm
3:15 pm

Track 1:

The Future of iGaming: Creating Synchronous, Immersive Gaming Experiences

Casino style iGaming has been around a long time. Now we’re the seeing social casino genre taking off and traditional gambling operators starting to pay attention.
But what will make these new social casino games worth betting on in the future? In this session we’ll look at how synchronous, multiplayer, cross-platform social games deliver better retention and monetisation – through immediate access, social engagement, deeper emotional connections, and heightened gameplay experiences – and why they’ll soon be leading the iGaming industry.

Speaker:
Hussein Chahine, Founder and CEO, Yazino

Track 2:

The Big Debate: Will Real Money Gaming Save Social Games?

Skillz, Big Fish and game House have recently doubled down in the real money gaming space. Ceasars has displaced Zynga as the number one social casino game publisher amid Zynga’s announcement that it will no longer seek a real money gaming platform in the US. Is it a better plan to pursue free to play social games in a saturated market or pursue real money gaming on social and mobile?

Moderator:
Brian Wane, CEO and Founder, SMERC and Game Cloud Network
Speakers:
Bret Terrill, Founder, 12 Gigs
Glenn Kiladis, VP & General Manager, FreeMyApps, Fiksu
Rick Brownlow, CEO, Bonza Gaming
Andrew Hughes, CEO and Co-Founder, AbZorba Games

3:15 pm
3:45 pm

Coffee Break

3:45 pm
4:30 pm

Track 1:

Building Communities and How Cash Tournaments Can Make Games more Social

Cash tournaments bring a number of benefits
to games developers, they make them stickier by increasing the competitive element and effectively build community by giving players tangible rewards
which they will share with their friends on social networks. Of course, it’s important that developers consider the challenges such a policy brings and
ensures that their partner has the ability to implement sophisticated anti-cheating mechanisms, skill-matching engines and age control.
Topics covered in this session include:

  • The limitations of in-game advertising and freemium models
  • The concept of cash tournaments making games more competitive
  • Skill games vs. chance games
  • Building communities and how cash tournaments can make games more social
  • The return on investment in terms of stickier games and increased users
  • The psychological barriers facing developers considering cash tournaments and how to overcome them
  • The potential drawbacks and things to consider with cash tournament gaming (skill-matching, preventing fraud, age-limits, etc.)

Speaker:
Jarrod Epps, CEO, BuddyBet and Cashplay.co

Track 2:

Embracing Diversity: Women in Games

The latest research shows that the largest demographic of online game players are women over 35. In fact, 45% of all game players, and 46% of the most frequent purchasers of games, are female. However, only 6 per cent of those currently work
in the UK games industry are women. Why the lack of diversity? More importantly, is the games industry finally waking up to the fact that it will take more women working on games for games to change for the better? Join us for an insider’s view of this creative and dynamic industry with a special focus on how women could drive the global gaming space forward in the future.

Speaker:
Kristina Rothe , Technical Evangelist, Microsoft Germany

4:30 pm
5:15 pm

Track 1:

Fighting the Mobile Monetization/Retention Conundrum with Smart Content Integration and High-Engagement Ads

In an increasingly competitive mobile environment, monetizing app traffic through display advertising faces strong challenges: low payouts, user dropout, disrupted user experience. In this context, old recipes from online advertising cannot simply be copy-pasted onto mobile. However, this does not mean that making revenues from ad display is impossible. We will take a step back, look at the general monetization landscape and analyze its current issues. We will then discuss ways to overcome these challenges and see how specific ad formats as well as intelligent content integration, far from disturbing the app experience, actually improve user engagement and allow for efficient mobile monetization.

Speaker:
Kaya Taner, Managing Director & Co-Founder, AppLift (a HitFox Group company)

Track 2:

Fanning the Games: Building Engagement By Converting Players To Fanatics

Whilst discovery remains hugely difficult in the online and mobile world it is just the start of the process to build a user base. We have to start small and build up the embers of our player’s passions until they become the fans who love to spend on their hobby; our game. Fans, like fires, need Oxygen, Fuel and Spark and in this presentation Oscar will talk about how you can bring fans to your game.
In this session you will learn:

  • The Role of Passion To Provide the Spark
  • How Social sharing provides the Oxygen for Fans
  • Where we can find Fuel to build the fire needed for Fans
  • Why Lifecycle is critical to sustaining our games fire

Speaker:
Oscar Clark, Evangelist, Applifer

5:15 pm
6:00 pm

Track 1:

The Power of Rewards: How Integrating Rewards Can Grow User Loyalty and Monetization

Last year the number of mobile and social games skyrocketed from 90 million to more than 211 million. At the same time,
the number of apps on both iOS and Android is approaching the one million mark each. As a result, in spite of the growth in users, developers continue to
compete fiercely to secure user attention.
One effective method to improve user loyalty that has gained traction in mobile gaming is putting a rewards system in place to motivate players. For users, these rewards can be either virtual or
real-world ones and can be triggered either by interactions with ads (“value-exchange”) or in-game achievements (“breakthrough moments”). For publishers, rewards-based models can be a much more effective form of ad monetization than more traditional formats. In fact, they can even generate many times IAP revenue. Learn more from our panel of experts including best practices and case studies.

Moderator:
Projjol Banerjea, Vice President Marketing & Business Development, SponsorPay
Speakers:
Glenn Kiladis, VP & General Manager, FreeMyApps, Fiksu
Jonathan Zweig, Founder and President, AdColony
Montse Puig, COO, Akamon Entertainment
Eamonn Carey, Advisor to Kiip and Head of Digital, MHP Communications
Ville Heijari, General Manager of Europe, PlayHaven

Track 2:

Mobile UA Latest Trends

As the mobile advertising industry matures, advertisers are moving away from installs campaigns and are increasingly looking for campaigns able to generate engaged users. In this panel, we’ll talk with leading ad providers about how ROI-conscious advertisers can move beyond pay-per-install… The historical per-install format is restricted on iOS and providers / advertisers going against that can get in trouble (cf AppGratis). Even when it’s still allowed like on Google Play, pay-per-install is less and less efficient in reaching top charts position as competition increases always and platforms value post install engagement more and more. For the majority of advertisers with a limited budget and pressure to run ROAS-positive campaigns (return on advertising spend), more and more campaigns focus on quality rather than quantity.

Moderator:
Jean-Vincent ’JV’ Chardon, European Publisher Sales Manager, Tapjoy
Speakers:
Alfonso Villar Chicharro, CEO & Co-founder, PlaySpace.com
Will Ashton, Managing Director. EMEA, Nanigans
Mike Webb, Co-Founder, SportzRush
Dharmesh Damani, Senior Sales Manager, EMEA, Flurry UK
Simon Baptist, Director, Marketing EMEA, Adknowledge

6:00 pm
6:30 pm

Track 1:

Adding Analytics To Your Social and Casino Developer Toolkit

Analytics is an essential tool in every social and casino developer toolkit. However, what does analyzing data actually mean? Dashboards and metrics are useful, but only confirm what has happened. So what if your average user session is 1.4?
Listening to your players and understanding different behaviors through player segmentation provides actionable insights and is the cornerstone to optimizing game design.
Player Relationship Management is the new doctrine in Games. Advanced analytics helps developers to build a relationship with their players. Using effective messaging tools and in-game strategy drives monetization by improving player engagement and retention.

Speaker:
Mark Robinson, Co-Founder and COO, GamesAnalytics

Track 2:

The HTML5 Mobile Games Sponsorship Market: 10 Things Every Developer Should Know

This session will talk about what sponsors expect from HTML5 mobile game developers and what to avoid when negotiating and managing a sponsoring deal. In addition, this session will highlight the importance of picking the right business model and how to create HTML5 games to satisfy the sponsor’s demands.

Speaker:
Alexander Krug, Founder and CEO, SOFTGAMES GmbH

6:30 pm

Networking Reception Sponsored by Yazino

  


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