Mobile Gaming USA June 10-11, 2015 | San Francisco, USA
Global Games Day

Agenda

Mobile Gaming USA Global Games Day

MOBILE GAMING USA

DAY 1 CONFERENCE PROGRAM

8:00-9:30AM REGISTRATION, EXHIBITION & WELCOME COFFEE

9:00-9:30AM Mobile gaming industry analysis 2015/2016

The mobile gaming industry is continuing to grow globally at a staggering rate globally. Consolidation in the North American market proceeds to consolidate and revenues in Asia are stratospheric. This session will explore the state of the industry today and where it is headed in the next 12 -24 months.

  • Hear how the global mobile games market will reach $25B in 2017E, where the emerging mobile markets are and how you should position your games business for growth
  • Gain insight into the different markets and understand where the biggest opportunities lie; Asia is set to gain an additional 200,000 monthly active users over the next two years, but China is not the only player
  • Learn how marketing costs spurred M&As for mobile gaming companies to reach an all-time high in 2014 of over $10B

Stephanie Llamas, Senior Analyst, Consumer Insights, SuperDataResearch

9:35-10:05AM GREE Is Going Global…

But What IsChanging In the Industry and Mobile Publishing?

Andrew Sheppard, COO, GREE International

10:10-10:40AM UNLOCKING THE POWER OF IP

Dean Takahashi, Lead Writer, GamesBeat, VentureBeat
Bill Mooney,  VP and Group General Manager, EA Mobile

10:45-11:30AM EXHIBITION & NETWORKING COFFEE BREAK

11:35AM-12:05PM Monetization Myths - Uncovering the Truth About Native Advertising

Max Del Real, Client Partner, Mobile, Facebook

12:10-12:40PM DEVELOP ON ANDROID AND FIND SUCCESS ON GOOGLE PLAY

Bob Meese, Head of Games Business Development, Google Play

12:45-2:15PM EXHIBITION & NETWORKING LUNCH BREAK

2:20-3:05PM A multi-channel approach to mobile game marketing

Your players consume entertainment through a wide variety of channels. Multiply you marketing routes and grow your playerbase.

  • Targeted television advertising reduces your cost of acquisition while exponentially growing brand and title awareness
  • Identify your demographic and build online campaigns around them - from product placement on Youtube to video advertising on streaming media platforms
  • Build metrics around all your marketing routes and maximize player acquisition and marketing ROI

Gordon Bellamy, Industry Consultant
Pepe Agell, Head of International, Chartboost
Jameel Khalfan, Director of Publishing & BD, PocketGems

Arthur Madrid, CEO, Pixowl

3:10-3:55PM EXHIBITION & NETWORKING COFFEE BREAK

4:00-4:45PM Support your titles from launch and throughout their lifetime, maximizing retention and monetization mechanics

Releasing a successful mobile game, particularly in F2P, requires in-depth strategies for on-going support. This session will explore how a solid back-end strategy will increase revenue across all your titles.

  • Gain insight into update cycles and keep your players engaged and games monetizing over the long term
  • Identify friction points and tackle them swiftly, ensuring minimal drop-off and maximum conversion

Melissa Brown, M2 Research
Virginie Grange, Director Business Development, Microsoft
Bryan Mashinter, Game Director, Backflip Studios
Curtis Cherrington

4:50-6:30PM EXHIBITION & NETWORKING DRINKS RECEPTION

Mobile Gaming USA Global Games Day

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DAY 2 CONFERENCE PROGRAM

8:30-9:25AM REGISTRATION, EXHIBITION & WELCOME COFFEE

9:30-10:00AM Diverting the 800-pound gorilla: 10 surefire ways for publishers to fail the transition to mobile

The fading of social gaming, fickleness of F2P and difference from core business models are some of the reasons established players came to the mobile party late. This session will explore how those attitudes haven’t changed fast enough and what industry juggernauts still need to do (and crucially, not do) in order to grow their mobile footprint.

  • Gain insight into how best to leverage existing IP - avoiding poorly translated ports of hit console titles and bad licensing deals
  • Hear how to leverage you existing audiences whilst also reaching the plethora of new players mobile has to offer
  • Get an experts view on the steps you must avoid and maximize your mobile success

Jeferson Valadares, VP/GM, Bandai Namco Entertainment America

10:05-10:35AM Chasing the Mobile Gaming Dollar - How to Capture, Maintain & Grow Revenue in Entertainment’s Fastest-Growing Sector

Steve Peterson, GamesIndsutry.biz
Josh Yguado, President & COO, SGN

10:40-11:25AM EXHIBITION & NETWORKING COFFEE BREAK

11:30AM-12:15PM Build a targeted acquisition strategy and maximize retention and ROI

The cost per install has continued to grow over the past 12 months - this is forcing developers and publishers to diversify their marketing strategies. ROI can still be achieved, but a more targeted approach needs to be taken.

  • Hear how the leading companies have switched to a more targeted approach ensuring higher RPU on acquired players
  • Learn about the best tools you can utilize to target your marketing to your player demographic
  • Understand your audience and demographic and create a targeted acquisition campaign gaining players that will pay

Panel:
Brent Martin, Client Development, NPD
Gabriel Goldwasser, US Marketing Director, Gameloft
Jeferson Valadares, VP/GM, Bandai Namco Entertainment America
Ric Neil, Senior Director Americas, Bee7 (Outfit7)

12:20-1:50PM EXHIBITION & NETWORKING LUNCH BREAK

1:55-2:25PM Monetizing Free-to-Play: Making the Most of In-App Purchases and Ads

In-app purchases (IAP) comprise a large share of in-game revenue today and are often driven by paying power users (a.k.a ‘whales’), which typically make up less than five percent of the total user base. This session will look at how you can boost revenues through in-game-advertising without compromising IAP revenue.

  • Hear how effective use of ads can supplement monetization for the remaining ninety-five percent of non-paying users
  • Ads can be used to reinforce IAP without getting in the way of gameplay or risking losing payers
  • Lear how to show the right message to the right user at the right time and maximize monetization alongside retention

Alejandro Manchado, BD Lead Gaming, Google

2:30-3:15PM Mobile gaming VCs - what we invest in and why

Leading VCs talk about some of their recent investment, their decision making when faced with investment and what not to invest in.

  • Meet the VCs actually investing in companies like yours, now
  • Gain insight into how to pitch to VCs and maximize investment in your next round
  • Hear case studies of recent investments and what made those companies an attractive investment

Gordon Bellamy, Industry Consultant
Sunny Dhillon, Principal at Signia Ventures
Clinton Foy, Managing Director & General Partner, Crosscut Ventures
Philip Sanderson, Managing Director, IDG Ventures

3:20-4:05PM EXHIBITION & NETWORKING COFFEE BREAK

4:00PM END OF CONFERENCE

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GLOBAL GAMES DAY

11:30AM-1:50PM REGISTRATION, EXHIBITION & WELCOME LUNCH

1:55-2:25PM Asia games market overview

The Asian games market is set to reach 50% of total global games revenue in 2015. With double digit YoY growth, new companies are emerging and established players are trying to get a foothold.

  • Gain insight into the companies that are succeeding today and how you can position your company to share in the spoils
  • Hear an expert view on the strategies you need to implement in order to maximize the reach of your titles in Asia
  • Get an overview of the Asian mobile gaming market - which markets are experiencing the most growth and where are barriers to entry lowest

Josh Burns, Consultant

2:30-3:15PM Succeeding in fragmented APAC marketplace

Experience growth in all markets as smartphone penetration continues to skyrocket, APAC is too big an opportunity for games companies today to miss.

  • A fragmented market culturally and linguistically, learn how to overcome these challegnes and achieve success in multiple markets
  • Hear how monetization differs from one APAC market to another
  • Gain insight into the partners that can maximize your reach and success in APAC markets

Josh Burns, Consultant
David Piao Chu, VP USA, Reality Squared Games
Joyce Ye, Head of AsiaPac Partnerships, NativeX
Kyu Lee, CEO, Gamevil USA

3:20-4:05PM EXHIBITION & NETWORKING COFFEE BREAK

4:05-4:35PM UNDERSTANDING THE CHINES MOBILE GAME ECONOMY - MAXIMIZE GAME MONETIZATION IN CHINA

This session will explore the potential for western mobile games in China and the process of “Culturalizing” a western game for the Chinese market.

  • Learn more about the basics of the Chinese mobile game market for western games.
  • Learn the various areas of Culturalization of a western mobile game; Monetization, User Interface, Social Network Features, etc
  • Walk thru a before and after test case of a western mobile game culturalized for China.

Keith McCurdy, CEO, Golden Gate Games

4:40-5:25PM Launching your games in China

The Chinese games market is fragmented with a wide range of distribution options and a vastly different way of consuming content. This session will explore the strategies that will help you build a game that will succeed in China.

  • Understand the steps you need to take when taking IP over to China and maximize the success of your titles
  • Gain expert insight into the in-depth culturalization you need to do to your titles and how you can find partners to help you do it
  • Learn how to build a targeted distribution strategy based on your core demographic

Josh Burns, Consultant
Ryan DeSanto, Business Development, Netease
Daniel Kam, Associate Director, 360
Davey Jackson, Head of Business Development, Chukong
Roy Liu, President, Forgame USA

5:30-6:00PM Leveraging successful IP to maximize success in new markets

Having strong IP definitely helps when approaching any market. This session will focus on how success in one market can be leveraged to achieve success in a new market.

  • Understand how best to translate IP across to new markets and cultures, keeping brand familiarity whilst adapting to local markets
  • Gain insight into how some of the largest players have built globally successful brand and recognised IP

Josh Burns, Consultant
Greg Esseig, VP, Funplus
Sam Lawn, CFO, Taomee
Harry Liu, CEO, Nox Mobile
Heaven Wu, Head of Mobile Game Publishing non- APAC, Perfect World

6:00-6:45PM EXHIBITION & NETWORKING DRINKS RECEPTION

6:50-8:30PM VIP GLOBAL GAMES DAY DINNER

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Alex Manessi
Alex Manessi
Director
Video Games Intelligence
T: +44 207 375 7547
E: alex@vgintel.com