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Concurrent Events
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Conference Schedules:   Social Media  |  Virtual Goods  |  Digital Law  |  3DTLC   ||   At-A-Glance (all schedules)

Virtual Goods Conference
Room B3

Microtransactions have broad implications for business including companies involved in the social networks, mobile industry, virtual worlds and games. Find out how to maximize virtual goods opportunities for your business.

Wednesday September 23, 2009

8:00 am
9:00 am
Registration and Networking
9:00 am
10:30 am

Critical Insight From A Venture Capital Point of View
Jeremy Liew, Managing Director, Lightspeed
Join us for critical insight from one of the leading venture capitalists in the space. In an onstage interview with Engage Digital's Curt Feldman, Jeremy Liew, Managing Director of Lightspeed Venture Partners, will discuss the current social media and virtual goods landscape, how the venture community views the marketplace and where trends are leading. This session is a must for all entrepreneurs, developers and business professionals.

A New Approach To Virtual Goods
Trip Hawkins, Chairman and CEO, Digital Chocolate

The game industry is undergoing an exciting period of disruption from innovative products. Trip Hawkins, Chairman and CEO, Digital Chocolate and the founder of Electronic Arts, will announce and explain a new game service that gives a virtual item “platform power” across a variety of games, networks and devices. Trip has been a new media pioneer for 30 years. Join us at Engage! for an exclusive look at what's next.

10:30 am
11:00 am
Networking Break and Demos
11:00 am
12:00 pm

Virtual Goods:  The State of The Industry
In the past couple of years, the virtual goods market has grown to $5.5 billion globally. The North American and European markets, which have traditionally lagged behind the Asian market, are now the fastest growing segments of the market and are estimated to be $700 million in 2009. This expert panel will discuss the factors that are driving the rapid growth of the virtual goods market, how those factors can help you develop a successful virtual goods business model, and where the virtual goods industry is heading in the future.
Ravi Mehta, VP of Products, Viximo  (moderator)
Anu Shukla, CEO, Offerpal Media
Atul Bagga, Senior Equity Resarch Analyst, ThinkEquity
Hugh de Loayza, VP of Business Development, Zynga
Noah Kagan, President and Co-Founder, Gambit
Sebastien de Halleux, Chief Operating Officer and Co-Founder, Playfish

12:00 pm
1:00 pm
1:00 pm
2:00 pm

Analyze This: The Virtual Goods Marketplace
How big is the virtual goods marketplace and how fast is it growing, Plus, learn how the experts track and optimize the performance of virtual goods and merchandising.
Allison Luong, Managing Director, Pearl Research
Vili Lehdonvirta, Researcher, Helsinki Institute for Information Technology
Michael Gluck, President, VGMarket

2:00 pm
2:30 pm
Networking Break and Demos
2:30 pm
3:30 pm

Means, Motive and Opportunity: Virtual Goods and Social Gaming
Virtual Goods have become the business model of choice for online social environments. Top gaming companies including EA, Sony, Playdom, Playfish, and Zynga are having success with the free-to-play monetize-with-virtual-goods model. And social networks like Facebook, Hi5, myYearBook and Dogster are integrating virtual gifts into their network infrastructure. So what does it take to build a thriving virtual goods business into your game or network? What game mechanics and social rituals work best for driving virtual goods sales? In this panel we'll take a deep dive into the top-performing social games monetized with Virtual Goods, and present key lessons for developing a successful virtual goods business.
Amy Jo Kim, CEO, Shufflebrain (moderator)
Sebastien de Halleux, Chief Operating Officer and Co-Founder, Playfish
Andrew Sheppard, Executive Producer, hi5 Networks
Andrew Schneider, Co-Founder and President, Live Gamer
Andrew Trader (A.T.), Executive Vice President, Co-Founder, Business Development, Zynga Game Network

3:30 pm
4:00 pm
Networking Break and Demos
4:00 pm
5:00 pm
Second Life: The Largest User-Generated Virtual Goods Economy in the World
Last year, Residents of the immersive 3D world of Second Life spent more than $360 million on countless items of virtual goods - from land to designer shoes to lavish homes. The virtual economy almost doubled in size in the past year, and at nearly $50 million per month in user-to-user transactions, the Second Life economy is now on an annual run rate of more than half a billion US dollars, making Second Life the largest virtual economy in the industry.

Join Second Life founder Philip Rosedale, Linden Lab Chief Product Officer Tom Hale, and Cornell University Economist Robert Bloomfield to discuss where virtual goods are headed, what makes Second Life’s virtual goods economy different, the challenges and opportunities of an economy based on user-generated content, and the success stories of Second Life entrepreneurs making real profits from their virtual goods..
5:00 pm
6:30 pm
Conference Evening Reception
Join us for free beer and munchies at the ThreatMetrix booth #6 in the Exhibit Hall.   Conference Attendees: Your badge gets you beer. 
>>>>  Wednesday evening 5pm to 6:30pm

Thursday September 24, 2009

8:30 am
9:00 am
Registration and Networking
9:00 am
10:30 am

Implementing Best Buy's Social Media Strategy
Gina Debogovich, Community Manager, Best Buy Co, Inc.
Jason Parker, Community Analyst, Best Buy Co, Inc.
Best Buy is leveraging social media across the entire corporation, rallying hundreds of employees across the country to engage with consumers online. The most recent activity: Twelpforce, a collective force of Best Buy technology pros offering tech advice on Twitter. Twelpforce is the latest addition to Best Buy Connected, which is billed as the voice of the Best Buy Employee. Find out what's working and why in this broad social media deployment from the major retailer.

An Interview with Mark Pincus, Founder and CEO, Zynga
Mark Pincus, Founder and CEO, Zynga
Mark Pincus is a leading Internet entrepreneur, having founded and established four successful companies. His latest venture Zynga, founded in 2007, is the largest social gaming network, and marries his knowledge of social networks with his desire to create the next mass market video game phenomenon. Zynga has received $39 million in funding to date and has 32 million daily active users playing their online social games.

10:30 am
11:00 am
Networking Break and Demos
11:00 am
12:00 pm

Case Studies: Virtual Goods Business Success Stories

Case Study: Sports Virtual Goods Models
Sports gear represents some of the most successful branded products, and the brand is usually highly explicit and labeled on these items. How are sports marketing firms extending brand value into online communities? What models are emerging for success? How are individual players leveraging their likenesses and personal brands, and how does that interact with team and league brands and wider efforts to profit from virtual goods? This panel will explore early lessons from pioneering forays by sports marketers into the virtual goods marketplace.
Dan Jansen, CEO and Co-Founder, Virtual Greats 
Minard Hamilton, Chief Executive Officer, Six Degrees Games

Case Study:   MyYearBook.com's Lunch Money Economy
This case study will focus on the ways in which social media sites are using virtual goods to drive both engagement and monetization, in increasingly innovative ways. Among the first social media sites to introduce a virtual currency, myYearbook taps into its "Lunch Money" economy to ensure cohesiveness across a diverse application suite. We will examine myYearbook as a virtual goods business that combines many different use cases for virtual goods into a single, well-bundled experience.
Jeremy Zorn, Vice President of Product Development, myYearbook

Case Study:   Playdom: Understanding Players
Botkin will provide an overview of the growing virtual goods economy within social games. Key topics will include purchasing patterns amongst key cohorts of players, the lifecycle of a successful virtual good, and recent sales trends and how they hint at the future of the virtual goods industry.
Dave Botkin, VP of Business Intelligence, Playdom

12:00 pm
1:00 pm
Lunch
1:00 pm
2:00 pm

Leveraging the iPhone for a Virtual Goods Win
Monetizing iPhone content through virtual goods became significantly easier with the release of iPhone 3.0 software in mid-2009, but iPhone's directory model of discovery can't compare with the more virally driven distribution model of social networks. The industry's smart players, however, aren't waiting around for business to get any easier. They are busy developing business models around goods and the iPhone's game-hungry, tech-forward demographic. What virtual goods solutions are being implemented today? What are the most successful payment models? What's selling? And what are credible numbers to work with when figuring a return on one's investment? Develop a virtual goods strategy of your own by hearing from a panel of experienced game and goods purveyors already vested in iPhone and iTouch content.
Peter Relan, Executive Chairman, Open Feint
Randy Breen, COO, SGN
Anil Dharni, Co-Founder, Storm8
Charles Ju, CEO, PlayMesh
Dean Takahashi, Lead Writer for GamesBeat, VentureBeat (moderator)

2:00 pm
2:30 pm
Networking Break and Demos
2:30 pm
3:30 pm

Getting the Most Out Of Your Virtual Goods Business
You've implemented a virtual goods business, but what now? Learn how to grow and maximize your virtual goods business utilizing this framework to evaluate and implement your virtual goods strategy, the 4 C's of virtual goods: Context, Content, Currency, and Conversion.
Brian Balfour, Founder and VP Product Marketing, Viximo
Sean Ryan, Partner, Loki Partners
Joe Hyrkin, VP, Sales and Business Development, Gaia Interactive, Inc.
M. Lee Clancy Jr., VP of Product Management and GM of Direct Revenue, IMVU
Susan Choe, Chairman/Founder, Outspark

3:30 pm
4:00 pm
Networking Break and Demos
4:00 pm
5:00 pm
Monetization of Social Games and Applications: What Works and What Doesn't
The online economy of social games and applications requires new and innovative payment methods to convert users to customers. We compare the various payment models and discuss where they excel and where they come up short. Plus, we cover the impact universal currencies and payments with mobile devices will have on driving the market forward.
Lisa Rutherford, President, Twofish
Anu Shukla, CEO, Offerpal Media
Vikas Gupta, Co-founder/CEO, Jambool.com
Adam Caplan, President, Super Rewards
David Marcus, Founder and CEO, Zong
Ron Hirson, Co-founder & SVP, Product & Marketing, BOKU

 

 

 

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