MGF 2010
The leading European mobile games event
Tuesday 19th January 2010 to Wednesday 20th January 2010
Mandarin Oriental Hyde Park, London, 09:00 - 17:30
£1,299.00/person
DAY ONE • 19TH JANUARY 2010
08:30 Registration and coffee
09:00 Chairman’s opening address and action points
§ Introduction around the tables
Tim Harrison, Founder, The Mobile Consultancy
09:15 State of the Market
§ Overview of the games market- downloads, genres, devices, trends
§ Profiles of mobile games
§ On/Off portal traffic numbers, including app stores, from GSMA Mobile Media Metrics in the UK
Alistair Hill, Lead Analyst, comScore, Inc.
9:45 Consumer panel 2010
Ask a selection of consumers of different age groups, gender and gaming behaviours how they really feel!
10:30 Morning refreshments and networking
DELIVERY, DISCOVERY, DISTRIBUTION
11:00 Panel discussion: Distribution: assessing the impact of application stores on the market place and alternative distribution models
§ What are the strategies for network operators to ensure that they remain part of the pipeline with the iPhone having put together good tools for development world to access the consumer directly?
§ Shortcomings of appstores and how to overcome them
§ Third party app stores: business opportunity for games publishers
§ What are the opportunities for distribution of mobile games?
§ What does that do to the publishers? How do they manage in that process?
Panellists:
Armin Hummel, Head, EMEA Sales, Mobile Games, Real Networks
Jean-Luc Ottensen, Head, Games and applications, Orange (France)
Patrick Mork, Vice President, Marketing, Getjar
Thomas Richter, Vice President, Mobile Entertainment, Fox Mobile Distribution
Eric Pfeifer, Global Director, Content and Distribution, Handmark
Luca Pagano, Vice President, European Publishing, EA Mobile
12:00 Enabling a robust mali Ecosystem for mobile games development
§ Mali ecosystem overview: towards a console like gaming experience
§ Introducing mail developer center
§ Mali development boards for mobile games development
§ Development mobile games easily with the Mali developer tools
Nizar Romdan, Graphics Tools Product Manager, ARM
12:40 Panel: French Mobile Games Developers
Sponsored by UBIFRANCE
13:00 Networking Lunch
14:00 Case Study: Secrets of guerrilla marketing: what can be done from the grassroots and “viral” perspective to get your game known
§ Markets as conversations, how to participate and why its vitally important
§ Turning the game development itself into a marketable process: when and how to expose it to the internet
§ Capturing attention and becoming viral, how to get your audience to reach out to others
§ What we did: what worked and what didn’t in Minigore, methods and practical experimentation
Jouni Mannonen, Executive Producer, Mountain Sheep
14:30 Panel discussion: Content discovery: making games accessible and strategies for raising awareness.
§ Getting your game the visibility it requires to become commercially viable through direct consumer marketing
§ Social media sites, such as Facebook and YouTube; buying per click, online advertising and co – what works best for which games?
§ How to build buzz around your game to differentiate it from others
§ Optimising your game for online and iPhone marketing
§ Improving discovery through the power of social recommendation
§ How do you make it easier for gamers to find the games they might like?
§ Once successful, how to ensure the games stay up in the top ranks
Panellists:
Niall Fraser, Co-Founder, TinRaven
Xavier Carrillo Costa, Chief Executive Officer, Digital Legends Entertainment
Paul Farley, Managing Director, Tag Games Limited
Craig Dalton, Vice President of Business Development, Mplayit
Barry O’Neill, President, Namco Bandai Networks Europe
Shinichiro Kasama, General Manager, Digital Hearts Company Ltd.
15:15 Panel: French Mobile Games Developers
Sponsored by UBIFRANCE
15.35 Afternoon Tea
MONETISING MOBILE GAMES
16.05 Panel discussion: Pricing strategies and micro-payments in the spotlight
Mobile billing for ring tones and games has established a genuine micro-payment mechanism, largely trusted by users. This is probably the crown jewels of mobile as a commercial medium or channel. Games are at the forefront of monetising mobile users. Apple have clearly delivered the next step on this. However the structure of iPhone payments is biased too much towards games and apps. This will change and we’ll see enhanced micro-billing over the web. This will open up a lot of non games activity. The definition of games is probably broadening as they become part of the mobile social mix.
§ How much do you sell your games for?
§ How else can you change for them?
§ Try before you buy: does it work and how can it be improved?
§ Micro-payments: what can be learned and how you use them in games without putting off your gamers
§ Price inflation
§ From the operator’s perspective, how can you boost revenues by:
§ Outsourcing content management and delivery platforms
§ Flexible billing
§ OEM distribution models
§ Simplifying management
Panellists:
Tony Pearce, Chief Executive Officer, PlayerX
Magnus Jern, CEO, Golden Gekko
Andreas MacMahon, Account Director, Accumulate UK Ltd
Sunil Gunderia, Vice President, Head of Mobile, EMEA, Walt Disney Internet Group
16:50 Panel discussion: Venture capitalists on where they are investing in mobile games
Given the number of emerging start-ups, who is most likely to win market share and mindshare with investors – big companies or entrepreneurs? Will new business models be the competitive edge? Who is best positioned to survive the economic downturn?
Panellists:
Jack Kent, Research Analyst, Mobile Media, Screen Digest
Nicholas Lovell, Founder, GamesBrief
Nic Brisbourne, Partner, DFJ Esprit
Paul Flanagan, Executive-In-Residence, Ariadne Capital
Carlos Eduardo Espinal, Investment Manager, Doughty Hanson
17:35 Chairs closing remarks
17:40 NETWORKING PARTY
Join Osney Media and event attendees for the must-attend mobile games industry party
DAY TWO • 20th JANUARY 2010
8:30 Registration and Coffee
09:00 Chairman’s opening address and action points
§ Introductions around the tables
Tim Harrison, Founder, The Mobile Consultancy
09:15 Roundtable networking
09:30 10 current trends in iPhone gaming
§ What games are performing best on the app store and why?
§ How developers’ pricing strategies are evolving
§ Success stories for phone games marketing
Stuart Dredge, Freelance Journalist
10:00 Questions from floor
SOCIAL NETWORKING AND GAMING
10:05 Case study- Qeep – a case study on how to make mobile social gaming work
§ How to build critical mass
§ Java versus iPhone: advantages and disadvantages of browser-based mobile games,
§ Games and social features: how social features can enrich the gaming experience and drive virality.
§ Free games and skill gaming: weighing up additional revenue potential with legal aspects and implications on platform design
§ The future of mobile/skill social gaming: which existing forms of social gaming will go mobile? Which new ones will arise?
Cornelius Rost, Chief Operating Officer, Blue Lion Mobile (Queep)
10:35 Questions from the floor
10:40 Morning refreshments and networking
11:10 Panel discussion: The role of social networks in mobile games
§ Consolidating the customer base and creation of community around games through adding social elements into the game
§ Leveraging the advantages of the mobile device to keep mobile gamers connected and encourage social gaming
§ What impact will the lack of mass market penetration on the mobile device have on social gaming?
§ What successful social gaming platforms are already out there for iPhones and smartphones?
§ How to monetise social gaming effectively
Panellists:
Cornelius Rost, Chief Operating Officer, Blue Lion Mobile (Queep)
Robert Unsworth, Vice President Sales, EMEA, Digital Chocolate
Neil Holroyd, Head of Games and Gambling, Orange UK
Jo Wee, Joint Managing Director, Chillingo
Dr. Mark Ollila, Director, X-Media Solutions, Media & Games, Nokia
Aaron Johnston, Principal Product Manager: Games, Vodafone
Jamie Conyngham, Chief Executive Officer and Co-Founder, Dojo Media Ltd.
BUSINESS MODELS
11:55 Panel discussion: Implications of the change in business and revenue share models in Europe for the mobile games industry
§ 50/50 versus 70/30 – analysing the impact of Apple on carriers’ business models in Europe
§ Polarisation on the horizon: why smaller carriers that are less interested in content will effectively exit the market and outsource it to third parties and carriers who are focused on the content as its core to their future will move to Apple-like models
§ The future of Java: is Java in its twilight years both regarding technology and the business model?
§ Ambitious content retail propositions and the role of the billing relationship between consumer and provider in achieving them
Panellists:
Eric Hobson, Chief Executive Officer and Co-Founder, Connect2Media
Christopher Kassulke, Chief Executive Officer, HandyGames
Keith Adair, Head of International Marketing and Sales, Oberon Media/ I-play
Ingrid Silver, Partner Technology, Media and Telecommunications, Denton Wilde Sapte and Global Board Member, Mobile Entertainment Forum
12:40 GAMES SCREENING
View the latest and most innovative games screened by mobile game developers!
13:00 Networking
AD-FUNDED GAMING
14:00 Case study- Ad-games on smartphones – the killer ad? A case study on how to reach a couple of million eyeballs and keep them engaged for more than 30 seconds
Marketers are heavily moving towards mobile. iPhone and iPod touch installed base will easily surpass 50m by the end of the year and other smart platforms, namely Android, are gaining momentum, too. With high resolution screens, great computing power and a single access point for content downloads without data charges, smartphones are delivering the promise to be the most engaging media to attract consumers to brands. Creating a dedicated application that promotes the brand in the right way can lead to several million consumers interacting intensively with a brand or product for many minutes if not hours. However, there are a lot of pitfalls down the road, too. Michael will demonstrate how to avoid these and how to maximise traffic and engagement time based on the massive success of Barclayscard’s Waterslide extreme clocking more than 4m downloads and Volkswagen Polo Challenge with over 1.8m downloads and still counting
Michael Schade, Chief Executive Officer and Co-Founder, Fishlabs
14:30 Roundtable networking
15:00 Afternoon tea
WHAT’S NEXT?
15:30 Panel discussion: Opportunities beyond the iPhone: what can smart-phones of the future offer and how will the iPhone compare?
§ How to combine iPhone development with other platform developments
§ Calling all non-Apple companies: what are the prospects with regards to value for games? How will and should they react?
§ Where can developers see business opportunities? What should be explored in the next 6 months?
§ Advanced gaming: which one of those are genuinely doing well, if you are a games firm, which ones should you support? How to make the most of them?
§ The fragmentation of handset and device portfolios and how to address that in an efficient way, what are the options?
§ Development questions around platforms and the relative success of the different models for app stores
Panellists:
John Chasey, President and Founder, Finblade
Maarten Noyons, Founder, International Mobile Gaming Awards (IMGA)
Jason Citron, Founder & Chief Executive Officer, Aurora Feint
Tom Nicolai, Chief Executive Officer, Urban Team
Marc Gumpinger, CEO, Scoreloop
Tim Closs, Chief Technology Officer, Ideaworks3D
16:15 Panel discussion: The ecosystem in 2010 and beyond: what will happen next?
§ What should the industry focus on? What next?
§ Who will be the new power brokers in the world: operators versus manufactures?
§ The move from one-way to two-way channel as focus shifts on user-generated applications which will allow users to share content directly
§ Apple and gaming: what next? How do they improve their appstore for gaming and how they make sure everyone can get their games sold for the right price?
§ 2 years on – will everyone still be making the money they thought they would out of the iPhone?
Panellists:
Jessica Gwyther, Global Content Development Manager: Games, Vodafone
Paul Farley, Managing Director, Tag Games Ltd.
Sara Ponnert, Partner Manager Games, Sony Ericsson
Yann Plomb, Product Manager Games and Music, Hutchinson 3G UK Ltd.
Andy Smith, Sales Director EMEA, AdMob
Rob Hendry, Head of Game Studio, Ideaworks3D
17:00 Chairman’s summary and close of conference
C D - R O M
Can't make it to the conference?
Don't worry. You can keep up to date with the latest industry developments and learn from our expert speakers by ordering your copy of the event CD-ROM.
CD-ROM Package will include: • Audio recordings of the presentations* • PowerPoint presentations* • Question & answer sessions
(*subject to speaker approval)
This will serve as an invaluable reference tool. Order your copy of the CD-ROM today. Email andrew_mowbray@osneymedia.com or complete the booking form and fax back to +44(0)20 7336 4601.
Order before the event: Due to the high demand for the CD-ROM, orders before the event are appreciated in order to produce them in a timely manner*
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