REVIEW - GAMEHOTEL CONFERENCE

The highly successful first GAMEHOTEL CONFERENCE in German-speaking Europe was held in a stylish club environment in the bustling economic capital Zurich. It was targeted towards decision makers, opinion leaders, and practitioners within the media industries, in marketing, communication, and advertisement, for whom it is vital to stay up-to-date on the latest developments in one of today’s most influential media.

Leading international specialists and some of the game industry's most respected personalities spotlighted the growing influence of video games in advertisement, media, education, and the workplace. "This was the most fascinating, informative, and elegantly designed event on interactive entertainment I have ever attended", said keynote speaker Dr. Christoph Klimmt. Legendary game developer Peter Molyneux, also a conference keynote speaker, commented: "Every event on video games should be as much fun as GAMEHOTEL."

Held in conjunction with a new edition of the flagship GAMEHOTEL SHOW, the conference proved to be an immediate success. "GAMEHOTEL's trademark mix of leading speakers gave attendees first-hand insights into critical trends in interactive entertainment, and brought them up to speed on gaming's impact on marketing methods and business strategies," said GAMEHOTEL producer Tina Cassani.

GLOBAL PHENOMENON
The high-profile speaker's lineup drew a select crowd of decision makers, opinion leaders, practitioners, as well as representatives from the media to the stylish Tonimolkerei club, located in the heart of Zurich's dynamic new economic hub.

Following a warm welcoming address by Daniel Hess, head of Xbox Switzerland, the event's main partner and enabling platform, GAMEHOTEL director Bruno Beusch kicked off the conference with an inspiring impulse statement on current developments in interactive entertainment. He illustrated how games reach new audiences, make more money than Hollywood, and have a deep impact on today's entertainment, consumers, and learning habits. Concluding his remarks, Beusch stated: "Never before have computer and video games held such an important position in culture, economy, and society."

He then welcomed the conference's first speaker, Dr. Christoph Klimmt, head of the European research project The Fun of Gaming. In his opening keynote, the renowned specialist for media entertainment familiarized attendees with a highly valuable three-level model designed to help not only industry actors but also marketers and practitioners understand what makes playing digital games such an enjoyable activity and how this experience contributes to making interactive entertainment the social phenomenon it is today.

THE NEW COOL
The first session brought together Mischa Rozema, creative director of innovative Dutch agency PostPanic, and Alex Rigopulos, CEO of leading US music game developer Harmonix. Together, they illlustrated the massive influence of video games in the media and in the advertising and music industries. At one point, Mischa Rozema stated: "Games are the new standard of cool." Explaining that his clients crave a particular video game look, he blew away the audience with stunning examples of how video game aesthetics shape the world of moving images, from film to ad clips to television design.   

Echoing Rozema's claim, Alex Rigopulos showed how video games have gained momentum as a powerful new channel for the distribution and promotion of digital content, particularly when it comes to music. He explained that games correspond perfectly to the desire of today's audiences to interact with media instead of simply having information fed to them. Demoing the game Guitar Hero 2, one of his company's hugely successful music-based titles, he remarked, "Playing with music in this way is how young people will expect to experience and consume the music they love."

IN-GAME ADVERTISING
The next session featured IGA Worldwide manager Caspar von Gwinner and Anita Geiger, managing director of Sulake Switzerland. Showcasing the opportunities and challenges, as well as the do's and don'ts of in-game advertising, von Gwinner provided attendees with first-hand information on promising business opportunities that emerge now that advertising starts to enter the game.

His informative and fun presentation was completed by a very instructive case study: Anita Geiger spotlighted the successful use of in-game advertising within the sprawling online-multiplayer community Habbo Hotel. Confirming that advertising that offers a clear added value to the Habbo players has been very well accepted among the community, she encouraged attendees to "stop advertising, and start involving!"

EXCITING TIMES
A third session further broadened the perspective, and looked at the potential of video games as powerful learning models. Educational scientist Ulrich Wechselberger, from the Institute for Knowledge Media at the University of Koblenz, Germany, explained why we always learn when we play games, and demonstrated how digital games are being used successfully  in education and in the workplace.

In his eagerly anticipated closing keynote, star game developer and CEO of Lionhead Studios, Peter Molyneux, wrapped up the conference in style in a lively and entertaining conversation with GAMEHOTEL director and conference host, Bruno Beusch. "I can't think of a more exciting time in this industry," he said as he commented on the topics that had been discussed throughout the conference.

Pointing out that games have the unique power "to make people feel creative and proud of themselves," he stressed that games need to reach new audiences by broadening their concepts, exactly as the film industry did during its beginning. "The real future of computer games is when we sell 200 million copies of a title, and that is a real possibility."

UNDERSTANDING THE POWER
The conference was concluded by one of GAMEHOTEL's popular showcases featuring game titles that reach new audiences due to their innovative gameplay concepts. Demoed games ranged from Rare's brand-new Viva Pinata to Harmonix' social gaming title Karaoke Party all the way to Nintendo's successful Brain Age game targeted at the silver market.

As the inspiring conference came to an end, one attendee put it this way: "This enthralling conference made me fully realize the power of interactive entertainment. I learned how it affects the media landscape, and what new business opportunities it offers. I certainly will be back next year!"

The conference was followed by a new edition of the exciting GAMEHOTEL SHOW, which featured some of the hottest game creators from Japan, the US, and Europe.

See also: conference preview and program