CONFERENCE: GAMES & MARKETING

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FRIDAY, OCTOBER 19, 2007
ARENA FILMCITY, SIHLCITY ZURICH
2.00 - 6.30pm (Tickets)
Program / speakers: see below.

At the top-notch GAMEHOTEL CONFERENCE, leading international specialists spotlight the potential of video games as a powerful marketing and advertising medium.

:: Never before have computer and video games held such an important position in economy, society, and culture. Games continue to reach new audiences around the world; they are at the core of a booming marketplace, and have a deep impact on today's entertainment, consumer, and communication habits. This turns them into a promising advertising and marketing platform.

:: The GAMEHOTEL CONFERENCE provides decision makers, opinion leaders, and practitioners in marketing, advertising, and the media with highly inspiring first-hand insights into critical trends and developments, and brings them up to speed on new business opportunities. The trademark lineup of leading speakers from the game industry, marketing and advertising will provide attendees with premium information through inspiring keynotes, talks, and panel sessions. 

:: Visionary Keynote: Putting players in control. Doug Church, Executive Producer of the Steven Spielberg project, Electronic Arts (Los Angeles). 

:: Opening Keynote: The Second Wave. Dr. Jörg Müller-Lietzkow, Media economist, Friedrich-Schiller University (Jena).

:: PROGRAM ::

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:: 2:00 SESSION ONE
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WELCOMING ADDRESS

IMPULSE STATEMENT
GAMES AS A MARKETING AND ADVERTISING MEDIUM
Bruno Beusch (TNC Network, Paris)
The GAMEHOTEL director, and managing director of TNC Network, kicks off the conference with a rundown on the current trends and business opportunities at the hot spots of interactive entertainment, marketing, and advertising. (German)

OPENING KEYNOTE
THE SECOND WAVE
Dr. Jörg Müller-Lietzkow (Friedrich-Schiller University, Jena)
The renowned media economist analyzes the shifting market and power structures in the interactive entertainment industry, and explains why there's no way around games for marketers and advertisers. (German)

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:: 2:45 SESSION TWO
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BRAND COMMUNICATION, EMOTIONS, AND THE NEW SIMPLICITY IN VIDEO GAMES
Dirk Schülgen (Electronic Arts, Cologne)
The head of product marketing at the world's biggest games developer and publisher illustrates how the latest breed of video games appeal to new demographics, and what opportunities this opens up for brand communication. (German)

THE DEVIL TAKE THE HINDMOST
Achim Jenner (Jung von Matt/Limmat Digital Media, Zurich)
The head of digital media at the advertising agency Jung von Matt presents a short history of advertising, gaming, learning, and bubble bursts, and explains why in-game marketing has the potential to become the strategic marketing heavy hitter of the 21st century, provided short-sighted profit scenarios and format homogenization won't get in its way. (German)

WHO IS PLAYING GAMES?
Camille Zimmermann (game mediarep, Zurich)
Based on the most recent research data available the head of in-game ad service provider game mediarep takes a look at the characteristics of game usage in selected markets, and discusses the implications for today's media mix. (German)

BREAK & NETWORKING

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:: 4:00 SESSION THREE
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BEST PRACTICE: GAMES MEET TV
Dr. Eberhard Dürrschmid (Greentube, Vienna)
The CEO of game developer Greentube demonstrates how the popular online sports game Ski Challenge, produced in conjunction with various European TV stations, uses dynamic in-game advertising to feature premium brand partners such as Siemens, Audio, or Visa. He also reveals the secrets for success in the era of media convergence. (German)

BEST PRACTICE: ALTERNATE REALITY GAMING - MARKETING TO A NEW GENERATION
Adrian Hon (Six to Start, London)
Europe's leading developer of commercially successful Alternate Reality Games explains what makes this new cross-media genre a powerful advertising tool for the MySpace and YouTube generation, and shows how ARGs were used in marketing campaigns for Windows Vista, Halo 2, the BBC and the TV series Lost.  (English)

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:: 4:45 PANEL
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REALITY CHECK - IN-GAME ADVERTISING, PRODUCT PLACEMENT AND BEYOND
Key actors in the marketing, advertising, and gaming industries gather to assess the state-of-the-art in video games today. What are the opportunities and the challenges? What works, and what doesn't? How can the gaming and marketing industries further strengthen their relationship with one another? 
Alex Rigopulos - CEO Harmonix (Boston)
Daniel Ledermann - Head of Crossmedia Swisscom (Berne)
Eberhard Dürrschmid - CEO Greentube (Vienna)
Dirk Schülgen - Head of Product Marketing Electronic Arts (Cologne)
Achim Jenner - Head of Digital Media Jung von Matt/Limmat (Zurich)
Adrian Hon - CCO Six to Start (London)
Camille Zimmermann - Head of game mediarep AG (Zurich)

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:: 5:45 CLOSING SESSION
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VISIONARY KEYNOTE
PUTTING PLAYERS IN CONTROL
Doug Church (Electronic Arts, Los Angeles)
The Executive Producer of Electronic Arts' highly anticipated Steven Spielberg project wraps up the conference in style. The industry visionary spotlights what role the user will play in tomorrow's virtual worlds, and how this impacts brand communication. (English)

FINAL DISCUSSION & KEY FINDINGS

The conference is hosted by GAMEHOTEL director Bruno Beusch.
Conference languages: German and English (no translation).
Program subject to change.

:: SPEAKERS ::

BRUNO BEUSCH (Paris) is the managing director of digital media consultancy TNC Network, specializing in interactive entertainment, new communication technologies, and digital lifestyle. TNC has earned an international reputation for the development of trend-setting events and conferences in Europe, the US, and Asia. Together with Tina Cassani, since 2003 Bruno has headed the successful international event series GAMEHOTEL. The media producer, long-time adviser to prestigious technology conventions and mentor at digital media think tanks has consulted extensively with clients in industry, media and interactive entertainment.

DOUG CHURCH (Los Angeles) is the Executive Producer at Electronic Arts Los Angeles, and the team leader of a highly anticipated game code-named LMNO, which is being developed in conjunction with Academy Award winning film director Steven Spielberg. Doug is one of the most respected game designers of the young generation. An expert in artificial intelligence, Doug attended MIT, worked at Looking Glass Studios, Eidos Interactive, and Ion Storm, and was also honored with a Community Contribution Award from the industry's leading organization IGDA.

EBERHARD DÜRRSCHMID (Vienna) is the CEO and founder of Greentube, one of Europe's foremost developers and publishers of multiplayer skill games for the internet, mobile devices, and iTV. The company's successful products include the wildly popular Ski Challenge game, produced and marketed in collaboration with various European TV stations (ORF, SF, PRO7, NRK, SVT etc.). Eberhard studied biotechnology, and holds a PhD in neural network programming.

ADRIAN HON (London) is Europe's leading alternate reality game (ARG) designer and the Chief Creative Officer at startup Six to Start. Previously, Adrian was Director of Play at Mind Candy, where he designed and produced Perplex City, the world's first commercially successful ARG. Perplex City used the web, email, SMS, mobile phones, radio, skywriting, helicopters and live events in London, New York and San Francisco to tell a story to hundreds of thousands of people. Before working at Mind Candy, Adrian was a neuroscience researcher at Cambridge University and Oxford University.

ACHIM JENNER (Zurich) heads the Digital Media Unit at advertising agency Jung von Matt/Limmat. Themes such as usability, media convergence, and brand management are key to his work. Previously, Achim was managing director interactive at Lowe AG and managing director at Phalanx Web Management & Consulting. He holds degrees in law and management science from the universities of Innsbruck and Vienna.

DANIEL LEDERMANN (Berne) is the head of the crossmedia division at leading Swiss telecom company Swisscom. Previously, he worked as a program manager for media and entertainment at Swisscom Innovations, where he specialized in strategy, business/product development, user aspects and technology in (IP)TV, DVB-H, music, gaming, devices und user centered design. Daniel holds degrees in electrotechnology and innovation management.

DR. JÖRG MÜLLER-LIETZKOW (Jena) is a renowned media economist at Friedrich-Schiller University in Jena. The interactive entertainment industry pundit, and co-author of the seminal book "The Present and Future of the Computer and Video Games Industry in Germany", is the editor of the eJournal Gamesscience (www.gamesscience.de). He also sits on the board of the German eSports association Deutscher eSportbund (http://www.e-sb.de), and has produced the world's very first edu-shooter (www.edushooter.de).

ALEX RIGOPULOS (Boston) is the founder and CEO of leading Boston-based music game developer Harmonix, and the creative mastermind behind the multi-award winning hit game Guitar Hero, which puts the player at center stage with his or her own rock band. The much awaited follow-up title RockBand will hit shelves in November 2007; Alex will present it at the GAMEHOTEL SHOW. Through his games, the MIT graduate has catapulted music promotion into the interactive era by allowing consumers to play with the music instead of simply listening to it. In 2006, Harmonix was acquired by Viacom's MTV Networks.

DIRK SCHÜLGEN (Cologne) is the head of product marketing at Electronic Arts Germany. He is responsible for the company's product-related marketing activities. Previously, he worked in the international marketing department of a consulting company in the US.

CAMILLE ZIMMERMAN (Zurich) is the head of in-game ad service provider game mediarep AG. A specialist in new electronic media, advertising media, and marketing trends, Camille played a key role in launching AdLINK Switzerland. Since 2006, he has worked as Manager Business Development at Goldbach Media Group.

:: CONFERENCE VENUE ::
Arena Filmcity / Sihlcity
Kalanderplatz 8
CH-8045 Zurich

:: PARTICIPANTS ::
The GAMEHOTEL conference is targeted towards decision makers, opinion leaders, and practitioners in marketing, advertising, and the media.

 :: ORGANIZER ::
TNC Network
contact@tnc.net
+339 5178 5100

:: TICKETS ::
Early bird rate (before October 19): CHF 225.- 
Regular rate (from October 19): CHF 275.-
Buy tickets here: www.starticket.ch or  0900 325 325

:: CONTEXT ::
SEASON FIVE
"Du bist dran!", article on interactive entertainment and marketing by GAMEHOTEL director Bruno Beusch, and executive producer Tina Cassani; in: GDI Impuls (Summer 2007) | pdf: german version |

"Games als Lifestyle-, Marketing- und Werbemedium" | pdf: german version |
The GAMEHOTEL organizers Bruno Beusch and Tina Cassani on games, marketing and advertising; in: persönlich - Zeitschrift für Unternehmensführung, Marketing und Kommunikation (August 2007)

SEASON FOUR
"Supermacht Interaktive Unterhaltung", article on the growing influence of video games in economy, society, and the media, by GAMEHOTEL director Bruno Beusch; in: persönlich (October 2006) | pdf: german version |