Organized by Video Gaming Intelligence
Game Monetization USA Summit December 4-5, 2014 | San Francisco, USA
Avoid missing out! Only conference passes remain!

Maximize Acquisition, Retention and Monetization

Check out the all new Game Monetisation Europe here

Day One Day Two

Day One

8.30 - 9.00 Event chairman and opening remarks

Jamie Harding, Event Director, Video Games Intelligence
Gordon Bellamy, Senior Director, iDreamsky Technology

The future of the gaming industry

9.00 - 9.30 Disruptors and game changers

There has been a great deal made about the competition between traditional games and their substitute counterparts: mobile games

  • Discuss why thinking about mobile vs console is wrong-headed  -  one industry, different screen sizes, UI and biz models
  • Identify the real key disruptors and lessons to be learned in gaming today

Todd Hooper, VP Online Services, Unity Technology 

9.30 - 9.55 Video games: A market overview

The video games industry is experiencing tectonic shifts with new distribution platforms, new players, new markets, more competition and more money to be made 

  • Hear about the drivers moving the industry forward
  • Gain insight into the future of the video games market
  • Get the latest raw data on the size of different market segments and understand where the industry will see growth

Michael Pachter, Managing Director, Wedbush Securities

9.55 - 10.35 Develop games for developing markets

Asia will account for 82% of growth in the games business this year. Developing markets offer massive unexploited potential for games. But players from different geographies respond better to different monetization strategies

  • Develop key partnerships to capitalize on growth markets
  • Explore who has been successful in expanding into international markets, and how they did it
  • Localize your game to overcome geographical, cultural and technical barriers and capitalize on global revenues
  • Launch your game in new markets and monetize a massive pool of previously untapped players

Josh Burns, Mobile & Gaming Industry Consultant
Danny Moy, VP of Partnerships and Business Operations, King
Terence Fung, CSO, Storm8
Dennis Yi, Business Development, Gamevil
Lei Zhang, President, Chukong USA
Keith McCurdy, CEO, Golden Gate Games 

10.35 - 11.00 Networking break

11.00 - 11.30 The next generation of gamers

The games industry stands-out for the way it continues to embrace, challenge and innovate around new mobile, tablet and cloud technologies. But what’s next four our industry, and what new technologies are on the horizon?

  • Learn about innovative new technologies and the possibilities they present
  • Get expert insight into what opportunities there are to monetize the next generation of gamers
  • Redefine business models and adapt to changing consumer demands in a shifting gaming ecosystem

Frederic Chesnais, CEO, Atari

11.30 - 12.00 The player perspective

Monetizing your game relies on knowing your player. This player panel gives you the opportunity to get to know what makes your players tick

  • Here from a selected group of gamers about their experiences playing games
  • Get to know your players to improve customer loyalty
  • Understand what gets players hooked in your game
  • Stop players dropping off your game and boost retention

Liam Callahan, Game Industry Analyst, The NPD group

12.00 - 12.30 Digital gaming in Latin America: How to win over an emerging market

At $4.3 billion in annual revenues, the Latin American digital games market is forecasted to grow 12% and retain almost 10% of the global market by year’s end

  • Hear what’s driving growth in Brazil as well as other key markets in Latin America
  • Understand how to steer clear of developmental and technological setbacks in the region
  • Get data on regional points of opportunity and expert advice on how to tap into this growing market

Stephanie Llamas, Senior Analyst of Consumer Insights, SuperData Research

12.30 - 2.00 lunch

Network with 250+ industry peers including Supercell, Zynga, Disney, EA, King, Facebook, iDreamsky, Gameloft, Glu, Kabam, Sony, Amazon, Epic Games, Big Fish, Square Enix, Bandai Namco, Ubisoft, SGN, Execution Labs, Google, Take 2, Ninjametrics, Sega, Wargaming and many more

2.00 - 2.30  F2P in developing markets

Asia is 50% of the gaming market, representing a huge pool of untapped players

  • Capitalize on rapidly growing Asian markets to acquire more players
  • Get the expert insight on opportunities for western gaming companies in Asia
  • Learn how to develop the relationships you need to bring your games to Asian players

Kent Wakeford, COO, Kabam
Dean Takahashi, Lead Writer, Venturebeat

2.30 - 3.15 Venture into games

Gaming is a boom market, but as new players regularly enter the market it’s a challenge to raise the necessary capital to compete 

  • Here the VC angle on what they look for when investing in games companies
  • Get expert advice on how to make top bucks with a successful exit strategy

Sunny Dhillon, Partner, Signia Venture Partners
Michael Vorhaus, President, Magid Advisors

3.15 - 3.45 Networking break

3.45 - 4.10 Mobile games monetization

With only 3% of users monetizing on mobile it’s vital we identify monetization strategies that consistently work in our games

  • Here expert analysis of over 1000 games with 300 million downloads to understand how to monetize in mobile
  • Crack the stats to understand what monetization methods are most successful and which methods are least successful to make sure you’re making money in 2015 

John Koetsier, VP of Product and VB Insight, Venturebeat 

4.10 - 4.40 Pricing in the app economy

Pricing in the app economy is an area of uncertainty. Is the freemium model sustainable for games and can paid subscriptions compete with freemium counterparts? Bing Gordon identifies the keys to pricing an app

  • Economics of rarity, tradability and limited time offer
  • The role of free, not caveat emptor but caveat vendor
  • How to price subscriptions

Bing Gordon, CPO of Kleiner Perkins Caufield & Byers 
and former EA CCO

4.40 - 5.05 Player centric monetization

In an ever more competitive and hit driven industry, it’s imperative that mobile publishers become experts at merchandising and managing game economies. Games that get it right are taking a player centric approach to monetizing players. Games that get it wrong are leaving more than 75% of their revenue on the table

  • Ensure your games are designed to allow for the most effective monetization opportunities throughout the flow of the game
  • Learn the key actions that all publishers should take optimize the revenue potential of your games
  • Leverage your entire customer value chain by segmenting players by behaviour and develop customized marketing and merchandising strategies for each group
  • How to get your players to be worth more by offering them value in exactly the right way at the right time, that they understand and are willing to pay for
  • Understand why your game doesn’t make enough money and what to do about it

Jon Walsh, CEO, FusePowered

5.05 - 5.30 Optimize monetization

The best strategy for monetizing varies based on the type of app.  Explore examples of what has worked in different situations

  • Learn about leveraging celebrity IP – beyond the Kardasians
  • In-app purchase in non-game apps such as Hanx Writer
  • Become an expert on how different ad formats and placements impact revenue

Scott Brady, VP Sales & Analytics, Startapp
Macy Mills, Director of Strategic Partnerships, Hitcents

5.30 - 6.00 Game of Thrones ascent: Retaining players for the long term

With its hit game, ‘Game of Thrones Ascent,’ Disruptor Beam has found a recipe that works for licensed mobile games. The company has amassed over 7 million customers with more than 50% of those who pay sticking around to play further. Through its strong focus on social gameplay and authentic game content, Disruptor Beam has built a community of players with a high lifetime value

  • Understand how to re-focus your efforts to produce long-term lifetime value vs. short-term success with your players
  • Learn how to most effectively leverage partnerships with licensors to target the right audience and to grow your game’s community
  • Hear about what game design strategies Disruptor Beam has implemented to keep players coming back for more over periods of months, not just days or weeks

Jon Radoff, CEO, Disruptor Beam


6.00 Networking drinks party

Network with 250+ industry peers including Supercell, Zynga, Disney, EA, King, Facebook, iDreamsky, Gameloft, Glu, Kabam, Sony, Amazon, Epic Games, Big Fish, Square Enix, Bandai Namco, Ubisoft, SGN, Execution Labs, Google, Take 2, Ninjametrics, Sega, Wargaming and many more

Day One Day Two Top

Day Two

Acquisition Track

9.00 - 9.30 The UA debate

There are an infinite amount of games but a finite amount of players. Your UA strategy is key to making sure they play your game

  • Hear how to target the most profitable users to ensure LTV outweighs CPI
  • Utilize analytics to inform your acquisition strategy to make sure you’re targeting users that will make you money
  • Target the right users. Don’t waste money on cheap UA campaigns that have lower retention and LTV
  • Market saturation is demanding more marketing spend. Learn how to spend this money most efficiently

Dave Westin, President and Co-Founder, Mobile UA Fellowship
Deniz Gezgin, Studio Lead, Fun Plus
Brendan Lyall, Co-Founder & CEO, GrowMobile
Dan Irish, Technology Bench, Garibaldi Capital Advisors 

9.30 - 10.00 Stop throwing away money on UA! Develop a killer strategy to save thousands

Greater competition has driven up user acquisition cost. Combined with the significant investment of developing a new game it’s crucial that your games acquire the most players to make the most profit

  • Optimize UA to mitigate risk and give your game the perfect foundation for maximum ROI
  • Take away key strategies to synthesis your UA campaign through the pre-Launch preparation, beta period and world wide release
  • How to avoid pitfalls to maximise UA success

Curtis Wells, CRO, NoxMob

10.00 - 10.30 Utilize knowledge discovery techniques to maximize acquisition and retention

Understand the importance of Knowledge Discovery within the industry. With only 3% of users monetizing in F2P games it’s vital that your game acquires and retains those that will provide the best LTV and ROI

  • Get to grips with various approaches to knowledge discovery to target your most profitable players
  • Get the low down on how churn prediction can be used to incentivise players at the optimal moment
  • An expert guide to integrate knowledge discovery in your decision support system and it’s practical applications in maximising game monetization

Ariel Aguirre, Director of Analytics, SGN

10.30 - 11.00 Networking break

11.00 - 11.30 Playing your own game: How F2P indies can maximize their chances BEFORE global launch

  • Indie developers should ignore the big guys when launching their own games
  • Hear the indie perspective on global launch and understand why the small guys should fear the big studios
  • Get real data from live games and learn how market research, soft launches, and testing can help you compete on a (more) level playing field

Kieth Katz, Founder, Execution Labs

11.30 - 12.00 What comes after CPI? Mobile commerce is a main contender

While CPI is a dominant ad format in the mobile world, it will eventually cap out. Mobile commerce is a trend which lends itself to be the second wave of mobile advertising

  • TrialPay provide an in depth analysis of the trend of mobile commerce
  • Get expert insight on how mobile commerce has quietly become a $100B market
  • Understand how decreasing the friction in the user experience between gaming and shopping for a reward will increase engagement

Terry Angelos, President and Co- Founder, Trialpay

12.00 - 12.30 Secrets of how game developers should build, grow and monetize games 

There has been a monumental shift towards digital distribution and F2P business models. More money is being made in games, but more companies are looking for a slice of the pie. In an increasingly competitive landscape it’s vital that players choose to play your game

  • Gain exclusive insight Facebook on how they can make your game succeed in the acquisition challenge
  • Understand the how you can work with the Facebook to maximize engagement and retention
  • Find out the tips and tricks to get your game discovered and acquire millions of players organically

Dan Morris, Director of Game Partnerships, Facebook

12.30 - 2.00 Lunch

2.00 - 2.30 The UA stats

230 app developers with 9,000 apps and 397 million MAU told us what works best. The results are surprising…  

  • Get the latest data to define your UA strategy
  • Tailor your UA strategy to target users with who will spend in your game

John Koetsier, VP of Product and VB Insight, Venturebeat

2.30 - 3.00 Ranking on GooglePlay and iOS

With the boom of digital distribution it’s key that you optimize success on the AppStores

  • Discover the formulas used by both GooglePlay and Apple Appstores to boost your games ranking
  • Develop an effective distribution channel strategy for both burst and sustained campaigns
  • Learn AppStore Optimization tricks and hacks for search on the AppStores

Japheth Dillman, CCO, yetiZen

3.00 - 3.30 What's a UA manager to do? Strategies for success

UA managers are bombarded by thousands of requests from ad companies claiming they can deliver quality installs and marketing and analytics services. In this talk, attendees will:

  • Think about how to choose among an endless number of people clamoring for your budget
  • Rethink how to measure effectiveness of different sources of user traffic 
  • Analyze strategies to grow and monetize your user base

Eric Ma, Director of User Acquisition, Scopely

Retention and Monetization Track

9.00 - 9.30 GOOGLE WORKSHOP: Create a game experience for all types of players

With such a range of choice it is easy for a player to switch from your game to another. Understand the best methods of making sure players keep playing in your game

  • Develop game paths that allow players to play according to their own needs and monetize in their own time
  • Understand how to monetize your whales and your minnows: Provide your whales with a clear path to success if they’re willing to spend to achieve it, while allowing free players to time to commit to the game and increase their monetization potential

Fontaine Foxworth, Product Manager, Google Analytics for Mobile Apps, Google
Alejandro Manchado, Strategic Partner Development Lead, Google

9.30 - 10.00 Demystifying data science to help you understand your players to boost retention in your game

The growth of games has been paralleled by the growth of data. But whilst we’re drowning in information we are starving for knowledge

  • Understand how complex analysis can be easily used by anyone with only the most simple tools
  • Learn how to utilize these tools to understand and predict player behavior and to inform game design and retention strategies
  • Discuss clustering, analysis of variance, genetic algorithms, graph theory, and many other so called “obscure models” that could lead you to surprising, shocking, and useful insights that will influence business and creative decisions 

Ben Devienne, Head of Data Science, Gameloft

10.00 - 10.30 What's next for F2P? Going hybrid...

How to introduced F2P mechanics to paid games and in particular AAA to maximize game revenue

  • Understand how a F2P can translate to paid games to better monetize your titles
  • Get exclusive insight on how you can monetize the back-end of paid games to maximize ROI
  • Learn how a microtransactions can add value to your player whilst bringing money into your game

Ben Charbit, CEO, BYO games 
Curtis Cherrington, Producer, Disney Interactive

10.30 - 11.00 Networking break

11.00 - 11.30 Long live the game: how to retain players for the long -term

Ensuring player lifecycles are as long as they can be is key to making sure that games capitalize on vast revenue potential in the F2P market

  • A focus on live-ops in mobile, how they have evolved and how Gree have used live ops to produce top grossing games
  • How successful games engage with the customer to maximize player engagement

Mike Lu, VP of Product Management, Gree

11.30 - 12.00 Might & Magic Heroes Online: How to keep players coming back for more

Some games have an addictive property. Players keep on playing and playing, reusing content over and over. In this session you'll get expert insight on how to measure and improve retention, using examples from Ubisoft’s MMHO

  • Understand the special formula that fosters such long-term commitment to the game
  • Learn how to make a game that challenges the player to master the content, not complete it

Christoph Safferling, Head of Game Analytics, Ubisoft

12.00 - 12.30 Balancing the game economy

Developers can be ‘too close’ to the product. Developers understand the value of an in-game product from its inception. Understand how you can translate the utility of in-game products to your players

  • Ensure your game economy is transparent so the player understands the value of in game purchases
  • Hear how various games, targeted at various market segments balance their game economies
  • Debate how game economies have developed in the past 5 with the growth of F2P business models and digital distribution
  • Get the latest on how data science is influencing economy tuning
  • Game mechanics, timings and cycles crucial to making players want not need to pay 

Mike Chera, Design Director, SGN
Raymond Holmes, Senior Design Director, GSN Games
Albert Reed, CEO, Demiurge Studios
James Schmalz, CEO and Founder, Digital Extremes
Dean Takahashi, Lead Writer, Venturebeat

12.30 - 2.00 Lunch

2.00 - 2.30 Challanging the F2P status quo

F2P has become the norm in mobile games, but more and more games flood its crucial that other business models are explored with examples from console PC and mobile sectors

  • Gain expert insight into how paid apps can still be a successful monetization method
  • Debate whether paid apps and free apps are competing products
  • Discuss the perceptions of F2P. Players want to play for free, but will F2P be the downfall of the games industry?

Chris Early, VP of Digital Distribution, Ubisoft

2.30 - 3.00 Community management

Regular communication is integral to ensuring your games lifecycle is as long as it can be

  • Learn how dedicated community management can build strong relationships with your players
  • Identify consumer feedback to foster greater commitment, loyalty and retention within your game
  • Build relationships with your players and generate goodwill towards your game to make your players happy to pay and play in your game

Jamy Nigri, Jagex


3.00 - 3.30 Selecting the right monetization partners

There seems to be a new ad monetization and retention companies popping up each day.  As a small to medium size independent game developer, how do you pick the right one?

  • It is a much more than high eCPMs
  • If someone tells you can add their SDK “in a couple of hours” run away!
  • How to make sure the company is right for your game and your studio 

Ron Jenkins. Director of Business Development, Mindblocks Studio
Andrew Kasbari, account manager, Unity Ads
Ari Last, CEO, Thumzap

Day One Day Two Top

Jamie Harding
Jamie Harding
Event Director
Video Games Intelligence
US Toll Free: 1800-814-3459 ext. 4354
T: +44 207 422 4354