Digital Monetization Strategies

Tuesday, February 15, 2011

Building an audience and keeping them engaged is one thing but driving revenue is another. Whether its the latest iPhone app, games on Facebook, virtual goods on your community or social network – driving revenue – monetizing your audience is a fine science all its own.  This track provides detailed insight into revenue models, technologies, tools, strategies, best practices.  Learn from top app companies, game companies, technology developers spanning all the major platforms.

This Track takes place in Room 5

8:00 – 9:30
Registration and Badge Pickup

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Keynote: Designing Games for Maximum Appeal: How Zynga Engages 60 Million Players a Day

February 15, 2011, 9:30 –  10:30 amRoom 3
Brian Reynolds, Chief Game Designer, Zynga

During this presentation, Brian Reynolds, Chief Game Designer, Zynga will cover how games are designed to be the most engaging and social for consumers. This includes gameplay mechanics, social features and he will also cover in-game integrations with major brands and how those are incorporated in to games to create new sources of engagement. Just three years old, Zynga is the world’s largest social game developer with more than 360 million monthly active users and 65 million daily active users. A nineteen-year industry veteran, Brian Reynolds is recognized as one of the industry’s most talented and productive game designers.

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10:30 – 11:00
Break Network with fellow attendees and view exciting demos in the exhibit halls.

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mCommerce: Trends & Opportunities

February 15, 2011, 11:00 – 11:30 – Room 5
There are a number of challenges inhibiting the growth of mCommerce in mobile marketing, virtual goods and application monetization. While progress has been made, the industry needs to address many issues.  In this panel, Scott Kepron Director of Market Development at OpenMarket, will discuss the following:
•    Is mobile billing right for your business
•    Challenges in launching mobile payments
•    Timelines to integrate a mobile billing solution
•    Advantages and disadvantages of mobile payments, compared to traditional payment methods
•    Current Policy environment
•    Potential improvements
Mobile operator billing can significantly streamline the purchasing process. Coupled with having an established billing relationship and high brand credibility with subscribers, this is a fundamental advantage for operators which enterprisers are eager to capitalize
Scott Kepron, Director of Market Development, OpenMarket

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Mobile Payments and Why They’re Important

February 15, 2011, 11:30 am – 12:00 pm – Room 5
Mobile payments have taken off in the past few years and all thanks to social media and online games. With the explosion of social sites and online browser games, mobile payments have become not just an added payment method but a necessity. Traditional payment methods, such as credit/debit cards, PayPal, and others are becoming obsolete due to more people becoming aware of their purchases. What mobile payments do is make the purchase process simple, safe, and fast. By sending an SMS or calling a Premium Rate Number it has become easier for consumers to make those purchases of their virtual goods. We will look at the future of mobile payments and why they are important to the gaming industry.
Aaron Scheuerman, Marketing Manager, ATLAS Interactive Deutschland GmbH

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12:00 – 1:00 pm
Lunch Network with fellow attendees and view exciting demos in the exhibit halls.

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The Fastest Growing New Product Category: Branded Virtual Goods

February 15, 2011, 1:00 – 1:30 pm – Room 5
Branded virtual goods represent the fastest growing part of the already fast growing $3B virtual goods market.  With huge profit margins and +100% category annual growth, leading brands must be in this new product category. While incremental revenue is a great start, leading brands find the promotional value, ability to drive real world sales and new product development/creative expression opportunities additional compelling reasons to participate.  Leading social media platforms use brands to attract new users, convert non-buyers to buyers and drive up higher price points. Come learn how leading brands and social media platforms are selling branded virtual goods to a large, fast growing and highly engaged global consumer demographic.
Dan Jansen, CEO of Virtual Greats
Megan Bycel, Director of Product Management, Virtual Greats
Rich Maryyanek, Chief Marketing Officer, Big Tent Entertainment

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Monetization Strategy to Reach the U18 Market: Win/Win for Parents and Merchants

February 15, 2010, 1:30 – 2:00 pm – Room 5
Today’s children are growing up in a world where they have never not known the internet. They expect to be able to get online and play games and buy items – much in the same way that you or I would have spent our pocket money at the local store when we were growing up. But the cash-based structure that we think of with pocket money does not work well in an online world, and our children no longer want to buy items from the local store.   This talk examines the challenges faced by the U18 age group and their parents as they deal with this new reality.   It looks at the US law laid down by COPPA and how it affects online merchants, children and parents.
Dr. Jo Webber, Chairman & Founder, Moggle

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2:00 – 2:30 pm
Break
Network with fellow attendees and view exciting demos in the exhibit halls.

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Monetizing Made Easy – Big Brands and Direct Integration

February 15, 2010, 2:30 – 3:30 pm – Room 5
Advertisers are eagerly searching for ways to engage their target audiences within popular and addictive gaming and community environments. Innovative publishers – seeing this a unique revenue opportunity — have helped them expand beyond simply running banner ads and sponsorships to develop branded goods, unique contests, and compelling offers that reward users with virtual currency. In this session, you’ll learn from recent case studies how leading advertisers like Coca-Cola, Bing, GAP, and AT&T have partnered with social networks and games to achieve benefits all around: meeting the advertiser’s objectives, enhancing the user experience, and generating substantial revenue for the publisher’s business.
Rebecca Watson, Vice President of Business Development, gWallet Inc.
Devin Dworack, Director of Business Operations, Tagged.com
Maura Welch, Director of Marketing, WeeWorld
Michael Lazerow, Chairman and CEO of Buddy Media, Inc

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3:30 – 3:45 pm
Break
Network with fellow attendees and view exciting demos in the exhibit halls.

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Monetization Strategies: What’s Working Today

February 15, 2011, 3:45 – 4:45 pm – Room 5
The old business models are out. No longer can one rely solely on a bricks and mortar retail channel, a subscription model online, or banner ads to drive revenue. But what are the new ways that businesses are monetizing customers online? What are the options and how are customers reacting? How do kids, youth and even parents today approach spending — what increments are best, what pay options work, how do payment strategies stack up? This session will compare and contrast proven ways to monetize an engaged customer: subscriptions, virtual goods, premium services, ads, and microtransactions will be among the strategies discusses.
Erica DeLorenzo, Senior Director Network Development, WildTangent
Roger Pavane, SVP Sales, PaymentOne
Michael Cai, Vice President of Video Games, Interpret (moderator)

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4:45 – 6:00 pm
OpenMarketNetworking Reception
View exciting demos and have a drink in the demo area. Sponsored by
sponsored by OpenMarket.

Day 1 concludes

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Wednesday, February 16, 2011

8:00 – 9:30
Registration and Badge Pickup

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Keynote: Power Moms and Their Mighty Blogs

February 16, 2011, 9:30 –  10:30 am – Room 3
Rick Wion, Director of Social Media, McDonald’s USA
Takes place in room 3

Learn insights and aha’s from McDonald’s four plus years of digital and social engagement with moms. Presented by Rick Wion, head of Social Media for McDonald’s USA, This session will include case studies and insights for setting up winning strategies and tips on thoughtful engagement with this ever-evolving and powerful group.

McDonald’s USA is the leading foodservice provider in the United States serving a variety of food to more than 26 million customers every day. Beyond reminding folks how yummy the fries are, Rick’s efforts include social marketing campaigns, long-term branding, issues management, customer service and employee engagement.

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10:30 – 11:00
Break
Network with fellow attendees and view exciting demos in the exhibit halls.

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Managing Your Virtual Economy

February 16, 2011, 11:00 – 12:00 – Room 5
This session will provide keen insight into all aspects of managing your virtual economy including: Controlling the supply of virtual currency;  How to avoid currency devaluation; Using in-game marketplaces; and making the most of micro-payments.
Arjun Sethi, Chief Executive Officer, Lolapps
Won Il Sue, VP of Business Development, Nexon
Seth A. Metsch, Sr. Director, Digital Business Development, Digital Media Counsel, Legal & Business Affairs, A&E Television Networks, LLC
Sean F. Kane, Counsel, Pillsbury Winthrop Shaw Pittman LLP (moderator)

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12:00 – 1:00 pm
Lunch
Network with fellow attendees and view exciting demos in the exhibit halls.

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Turning Players Into Profits

February 16, 2011, 1:00 – 2:00 pm – Room 5
Join game and virtual world experts discuss what it takes to generate profits from players.  Subjects discussed will include user acquisition strategies and costs;  key metrics you need to track; freemium vs paid models; how to adjust your offers and gameplay and using promotions and content to enhance retention.
Nathan Pearce, Director of Skunkworks, Sony Online Entertainment
Jeff Tremblay, VP Business Development, Frima Studio
Kurt Davis, VP of Business Development, Boku
David Isaacs, Senior Advisor, Qlipso
Mihir Shah, CEO, Tapjoy (moderator)

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2:00 – 2:30 pm
Break
Network with fellow attendees and view exciting demos in the exhibit halls.

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Making Money in Mobile: Phone, Apps and More

February 16, 2011, 2:30 – 3:30 pm – Room 5
iPhone vs Android vs Windows Phone. Different devices offer unique challenges and opportunities. Here is what developers and brands need to know to be successful.
Igor Pušenjak, president and founder, Lima Sky
Bill Ritchie, Co-Founder and CEO, Thinkfun
Chris Williams, General Manager, Mobile, PlayFirst
Stacy Decesaro, Senior Business Development Manager, AT&T
Daniel Cheng, Director Publisher Relations, GreyStripe (moderator)


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3:30 – 3:45 pm
Break
Network with fellow attendees and view exciting demos in the exhibit halls.

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Case Study: Parrot AR.Drone: The Convergence of Gaming and Reality

February 16, 2011, 3:45 – 4:45 pm – Room 5
Augmented reality presents unique opportunities for the gaming community to continue moving families off of the couch and even outside to reinvigorate play. Parrot North America executive, Christian Coly will discuss the vision and development of the AR.Drone, a quadricopter controlled via an iPhone/iPad or iPod touch. He’ll show early examples of augmented reality games that provide a glimpse into the possibilities for how augmented reality will impact the industry.
Christian Coly, Vice President of Sales & Marketing, Parrot North America

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Conference Concludes