Welcome & Introduction

Moderation:

• Torsten Zarges, Korrespondent Köln,
  Kress Verlag GmbH
• Klaus Janke, Redaktion: Marketing & Marken, Horizont Zeitung für Marketing, Werbung und Medien

General overview of the growth market "eGames" in 2008/2009

11 Prozent Communication, Carsten Szameitat, Managing director & publisher GfM News - eGames, Mobile News

The European Gaming Audience and the advertising selection

• Expanding, loyal, predictable, emotionally involved in their selected media – how long is it since this has been true of TV, Print, Outdoor?
• Is it true now of the Internet? It is true of gaming.
• Just under a quarter of Europeans bought a game in the last 12 months. What are they like these “gamers”? What do they like?
• How do they prioritise their use of time? How does gaming effect their other media usage?
  
• GameVision has been collecting and analysing data about the gaming audience for five years on behalf of all the major gaming publishers. Sean Dromgoole will outline the trends including the recent huge shift towards women and older gamers. Is this audience one you can afford to miss?

Some Research/Gamevision London, Sean Dromgoole, CE0

Bringing Order To Video Game Ad Chaos - In-Game Advertising and Beyond

In-game advertising has become the “it” topic of the moment. However, more and more advertising technologies for video games are popping up to give in-game advertising a run for its money.

Some allow developers and advertisers to explore more/different models that enable them better to work together to increase their revenue while maintaining the satisfaction of end-users. This also allows the advertiser a chance to reach new audiences.

This session will focus on:

• Market (size, growth and demographics)
• 2008 outlook
• Problems with the current state of in-game advertising
• In-game vs. pre and post-roll vs. frame ads
• The differences between in-game advertising and ad supported game models
• How to correctly match the advertising technology with a game
• The revenue generated by ad supported models
• Best practices

Exent Technologies Israel, Yoav Tzruya, CMO

Panel attendees:

• Some Research/Gamevision London, Sean Dromgoole, CE0
• Exent Technologies Israel, Yoav Tzruya, CMO
• IBM Netherlands, Marcel Baron, Director EMEA, New Business Development
• Wild Tangent Europe, Nick Boulstridge, Sales & Marketing Director

The end of advertising as you know it

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Our research points to four evolving future scenarios – and the catalysts that will be driving them. Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation.

IBM Netherlands, Marcel Baron, Director EMEA, New Business Development

WildTangent illustrates how advertising acts as a payment option in a micro-transaction based game economy. A new model called sponsored sessions delivers results to advertisers and real value to gamers.

Wild Tangent Europe, Nick Boulstridge, Sales & Marketing Director

Panel- Discussion

Media-Panel: Crosslinking with TV

Panel: Media & Games
Print, Online, Mobile and TV: Media Invest in the Booming Games Market - Status Quo and Forecast

No longer the exception: Media companies expand into the games market. Only recently MTV announced to spend 500 million US-$ in the games business within the next two years.
Media broadcaster already have established their own business units in the profitable games market, recognizing that gaming is becoming more important as an advertising vehicle in a world of communication networks.
New business models in the media and games market, convergence towards traditional media, targeting technologies, TV, publishing houses and game platforms, digital e-game projects & trends.

Panel attendees:

• MTV Networks International, Branco Scherer, Brand Development Director, Digital Media
• Bigpoint.com, Nils Holger Henning, Director Business Development
• RealNetworks, Inc.- Finland, Armin Hummel, Territory Manager

Gaming Experience from VIACOM

• Media vs. Gaming: what is MTV Networks' premise in the gaming area?
• Gaming vs. advertising: in which ways is MTV combining different options to advertisers, ranging from sponsorship of gaming-related TV shows, based sponsored mobile games, in-game ads on casual gaming sites (Shockwave) to online sponsorships around game releases etc.
• Gaming is dead - long live social gaming!

MTV Networks International, Branco Scherer, Brand Development Director, Digital Media

Ads in Online & Mobile Games - opinions of consumers & customers

• Online: Ads for free gaming example of zylom (www.zylom)
• Mobile: An example from an actual sponsorship campain in USA. Web banner promoted mobile game within In-Game Ads from Honda.

Sponsoring and Advertising in eSport-Games – The useful extensions to classical sponsoring

• Actuall research facts
• Exention possibilities to classical sports-sponsorships in sports-games
• Chances and risks

Panel attendees:

• G.A.M.E. Association, Claas Oehler, Attorney & Partner
• Fraunhofer Verbund Informations- und Kommunikationstechnik, Thomas Bendig, Forschungskoordinator
  

Forecast 2018: our new digital life & work tomorrow

• 10 Megatrends of our digital marketing and entertainment world in the future
• Consumers, strategies & visions of the digital marketing and entertainment world

FUTURE-INSTITUTE New York/Berlin, Roman Retzbach, Research Director

• The explosion of digital channels and the impact this is having and will continue to have on the media landscape.
• What’s the impact on marketing activities?
• How do you manage and react to this change.
• Case studies from BMW Group. Including Blogs, Vlogs, Podcasts, Communities and BMW-web.tv

BMW Group, Tony Douglas, Innovation Manager

Superstitial advertising, „open social“ and „social advertising“

„If I tell my grandmother that I'm doing Social Shopping she thinks I am doing social work.“ The widely used term „social“ has recently got a new meaning in the web and now also
comprises certain aspects of advertising. Traditional search engines like Google or Yahoo! match adverts with keywords, while platforms like MySpace and Facebook can go one step further and match adverts with human beings and their relationships.
Are those the two pillars on which marketing is based in the future? Information on strategies, business models and coverage of the most important communities. Perspectives for the next few years.

Panel attendees:

• Video-Greeting Tom Jessiman, CEO, Pickspal
• Allballers GmbH, Frederik Peiniger, CTO
• BBDO Group - Interone Worldwide, Martin Hubert, CEO
• MySpace, Fox Interactive Media, Stefan Zilch,
  Sales Director
• BMW Group, Tony Douglas, Innovation Manager
• Moderation: KMTO Agency, Michael Domsalla, CEO

Video-Greeting Tom Jessiman, CEO, Pickspal

Allballers GmbH, Frederik Peiniger, CTO

Influencer Marketing: Better Brand Image and Campaign
Control – Opinion Mining

BBDO Group, Interone Worldwide, Martin Hubert, CEO

Panel: Digital Entertainment

Consoles are Becoming Multimedia Centers for the Living
Room - IPTV Trend Communication

Consoles, PC´s dominate worldwide households. Open platforms, opportunities to meet friends in global networks and play games. Individual user-generated content. User Generated Content, IPTV included etc.
How do platform providers see the future? What technological innovations can be expected? What potential does media networking have for the advertising and games industries?

Panel attendees:

• EURO1 AG - YAVIDO, Uwe Bernhard Wache, Managing Director
• MoreTV Broadcasting GmbH, Stefan Jenzowsky, CEO
• Sevenload GmbH- denkwerk Gruppe,
  Axel Schmiegelow, CEO
• Moderation: KMTO Agency, Michael Domsalla, CEO
  

Large Brands – the future broadcasters?

• A close look behind the scenes: Audi iTV, SAP TV and BMW web TV
• Branded Content for new Target Groups
• If content is king, then digital asset management is the throne