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FIRST EVER EUROPEAN
ADVERTISING IN GAMES FORUM
TO SPOTLIGHT NEW REVENUE OPPORTUNITIES ON NOVEMBER 17TH
Conference in Central
London to Examine the Key Drivers and Potential of the Worlds Fastest
Growing Brand Communications Medium
LONDON, England-
October 18, 2005 - The Game Initiative, a leading producer of
conferences and events for professionals in the computer and video game
industry, today announced the European Advertising In Games Forum, an
event taking place in London on November 17th at the Imperial College,
Charing Cross. This event follows highly successful events in New York
and San Francisco.
The agenda brings together
all sides of the rapidly growing advertising in games market -
technologists, developers, ad agencies, brands and publishers - to
examine the emergence of video games as the next big advertising medium
and discuss technologies in development to make rich, dynamic in-game
advertising and branded content a reality. The Forum will feature high
profile US and European speakers from the cutting edge of this new
medium discussing their experiences and revealing the common
denominators driving the market.
A Key element of the one day
conference will reveal how companies manage sales generation, including
advertising, sponsorships and demand for downloadable branded content.
Shawn McMichael, Director of Advertising Sales, Microsoft Casual Games
will address the audience in a keynote discussing strategic planning for
revenue infrastructure - planning ad products and securing advertising
partners.
The day-long conference
will feature six sessions:
-- Market Overview will lay
the groundwork to give the numbers needed to understand how to take
advantage of the game industry today and where it is going. The session
will also look at how big the market for ads in games is currently, and
what the growth projections are.
-- New Platforms and Technologies will examine the current and
forthcoming game platforms and third-party software that enables ads to
be deployed into games dynamically. Speakers will discuss the
alternatives that are available for the various platforms and why this
technological innovation is critical to the growth of the medium.
-- The Publisher Perspective will focus the pros and cons of different
styles of in-game advertising formats and what value they bring to both
the advertiser and the game environments. The panel will also address
the different business models and technologies available.
-- What do Advertisers and Agencies want? - This panel will draw
attention to the needs and wants of both advertisers and agencies in
order to fully establish in game advertising as a serious, long-term
medium, including insight from companies already active in the game
space.
-- Campaign Tracking and ROI will look at measuring the effectiveness of
campaigns. Participants will talk about what opportunities in-game
advertising holds over other already established media formats.
-- Developer View will acknowledge that while revenue from advertisers
will be welcome, how can the process be managed to benefit all parties ?
including the consumer. The panel will examine the role that advertising
will play in developing and funding the next generation of games and how
to manage the ad agency/game developer relationship.
The conference speaker
lineup includes:
Alex Chapman, Partner,
Briffa
Brandon Berger, Senior Strategist, Ogilvy One
Ed Bartlett, VP Publishing, IGA Partners
Guy Bendov, Founder, Double Fusion
Ian Bogost, Researcher and Developer, Georgia Institute of Technology,
Persuasive Games
Jonathan Epstein, Agent, United Talent Agency
Justin Townsend, IGA Worldgroup, CEO
Julian Ireland, Communications Director, Hive Partners
Nick Parker, MD Parker Consulting
Sean Dromgoole, CEO, Gamevision
Shawn McMichael, Director of Advertising Sales, Microsoft Casual Games
Steve Schlenker, Managing Partner, DN Capital
The European Advertising In
Games Forum is sponsored by Microsoft Casual games Group and IGA
Partners.
Registration Information
Early-Bird Registration is
now open and can be accessed by logging on to
http://www.AdvertisingInGames.com . Early registration for
professionals prior to November 10, 2005 is 195 British Pounds. After
Novermber 10th the price is 250 and onsite registration is 295.
For more information please
visit:
http://www.AdvertisingInGames.com/
Advertising In Games
Facts and Figures:
With 250 million computer
and video game units sold in 2004, and over $25 billion in revenues, the
electronic gaming sector is now the fastest growing sector in the
entertainment industry.
The average age of a console
game is now 29, with an above-average education and income. It?s no
longer about kids in their bedrooms, games are taking media time and
awareness directly from TV viewership.
In 2004, TV viewership
declined by 12% in the target group of males 18-34 years old while, at
the same time, this group spent 20% more time playing games. Nielsen
The fastest growing media
segments in 2006 will be video game advertising (40%), online
advertising (27%), movie screen advertising (25%), branded entertainment
(18%), local/regional cable television (12.8%) and custom publishing
(10%), whereas TV ad spend will actually decline. Jack Myers Media
Business Report
3/4 of households with a
male age 8-34 own at least one videogames console. Nielsen
Independent tests by
companies such as Nielsen Entertainment show that recall of ads in games
is as high as 60% thanks to the immersive and interactive game
environments they are placed in.
About The Game Initiative
The Game Initiative is a
leading producer of conferences and events for professionals in the
computer and video game industry. The Initiative is chartered with the
growth of the industry through events, public awareness, information and
supporting programs and serves the needs of companies and people
involved in producing interactive entertainment software and hardware
for video game consoles, handheld devices, personal computers and the
Internet. Game Initiative events include the Austin Game Conference, the
Mobile Game Conference, the Women's Game Conference, the Game Writers
Conference, the Advertising In Games Forum, the Casual Games Conference,
Game Technology Association Meetings and the How to Break into the Game
Industry national conference series. More information about The Game
Initiative can be found at
http://www.GameConferences.com
or contact:
Steve Farrer
+1 512-415-8300
steve@gameconference.com
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