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LA GAMES CONFERENCE 2013 DMW


Games Event Review 4-25-2013
4-25-2013 - Written By: David L. $Money Train$ Watts, Howard Hobson FuTurXTV -
Funk Gumbo Radio Auggie Cavanagh - Cameraman & Still Photographer
These are my five most important takeaways or social media headlines from DMWs LA
Games Conference 2013 which was April 18
th
to 19
th
at Hollywoods Roosevelt Hotel.
1. #Facebook does there damndest to stop us [Activision] from freely
talking to our 40 Million WOW [World of Warcraft] members for
free!Jonathan Anastas, VP, Global Marketing, Head of Digital &
Social Media Activision.
That above quote from Activisions Jonathan Anastas at Day 2s Game Marketing
Leadership Roundtable was the most explosive thing I heard for two days at the LA Games
Conference. A hotly debated controversy has been slowly developing for the past six to ten
months about whether you have to now pay Facebook to be able to make sure your social
media content posted or shared on your Wall actually reaches your followers or friends
news feed. So to hear that one of the worlds biggest video game companies is loudly
complaining about their posts and content being either blocked or diverted from millions
of their WOW fans Facebook newsfeeds, than it means lesser brands, companies or people
have to honestly believe that the more they use Facebook for free the less likely they will be
effective in getting their posts and content top their followers, fans or friends. Even we at
Funk Gumbo Radio recently got hit up by the Facebook Marketing Team to use promoted
Facebook posts. But my question is before Facebook went public was it ever this hard to
reach more people in News Feed? I truly think pre-public Facebook was way more fun.
Hi Funk,
Now it's easier than ever to reach more people in News Feed.
Watch a short video to learn how to boost your posts to get more people to:
See your message
Respond to a discount or sales promotion
Thanks,
The Facebook Marketing Team
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Well, besides Facebook making Jonathans life at Activision much harder he did say that
Activision and most major game publishers have to spend more on marketing right now to
reach gamers who are watching media on multiple social media platforms and tech devices
or second screens. Jonathan said, Print is deadradio is dead and everything in the
middle [traditional advertising] is not as important to usWe dont live in a world where
anything [direct marketing] but great works to reach consumers. Rob Dyer, VP, Partner
Publishing at Zynga whos social game fan base is 308 million said, Discovering things
[games] is so hard nowYou cant learn game marketing on the fly because so many
smarter and better people will kick your assAnd If you dont have a great game it wont
matter what you spent on marketing. One can see an exactly what Rob said if one reads
my in-depth five part report on the extremely bad launch of Konamis Def Jam Rapstar.
http://www.thedarkroome.com/8/post/2011/01/post-title-click-and-type-to-edit1.html
Scott Steinberg, Executive Partner King Brown Partners said developers are using Tapjoy
to help promote their iOS game titles amongst all the mobile gaming clutter in the App
store. Scott said using Tapjoy was like when labels used to hire street teams to push new
record releases. My question to the panel was about co-marketing opportunities with other
major brands and games. What Jonathan did go on to say was that, We have powerful
[game] brands that can bring a lot of value to other traditional retail brands. So to many
marketers today Activision/Blizzards game brands like Call of Duty and WOW are
actually bigger than many Fortune 500 corporate brands. Jonathan says Activision is very
selective on which brands they will do a joint marketing campaign with their multi-million
WOW franchise. I actually think next years LA Game Conference needs a panel on just
top ad agencies that have successfully created gaming ads or co-branded game campaigns.
2. #There was an actual live African-American on a gaming or tech panel
in Los Angeles.

Game Investors Roundtable: What Does It Take To Get Funded Today?, (L-R) Mod., Marshall Jensen,
Managing Dir. DMW Hexagon, Kent Wakeford, EVP, Corporate Development & General Counsel Kaboom, Robert
Steele, Manager, Corporate Business Development & Strategy Warner Bros. Studios, Sunny Dhillon, Signia Venture
Partners & Dave Siemer, Siemer Ventures
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(L-R) Robert Steele, Warner Bros. Studios & David L. Money Train Watts of FuTurXTV & Funk Gumbo Radio
I have to say that no matter how much time or millions African-Americans, Hispanics or
multi-racial gamers spend in the video game business it is increasingly hard to find
diversity among senior level gaming executives. The reasons why this is such a problem
would take up five or more pages to fully breakdown. And Fast Company just published an
interesting, misguided and nave article called Finding The Spike Lee Of Video Games.
http://www.fastcompany.com/3008877/innovation-agents/finding-the-spike-lee-of-video-games
To me it is not merely having more token celebrity minority symbolism in the multi-
billion gaming biz, but real game innovators, like Jason Jace Hall. From 2004 to 2007,
Jason was the CEO of Warner Brothers Interactive and actually made key creative and
financial decisions on the development, marketing and distribution of top WB Games titles.
I actually interviewed Jason Hall back in 2005 when I did reporting for HipHopBattle.com.
http://hiphopbattle.com/reviews/2005_Jason_Hall_Int.pdf
After becoming the Senior Vice President and General Manager of Warner Bros. Interactive Entertainment
(WBIE) in 2004 [Jason left WBIE in 2007], Hall produced and released video games including The Matrix
Online, F.E.A.R., Condemned: Criminal Origins, 300: March to Glory, J ustice League Heroes, Happy Feet,
Harry Potter and the Goblet of Fire, Batman Begins and Friends: The One with All the Trivia video gameIn
2007, Hall founded HDFILMS INC., a production company that produces film, television, videogame and
online content. The company is best known for its original reality show, The J ace Hall Show, which debuted
on Crackle.com and reached over 4 million viewers. In 2010, the show switched to IGN and is currently
airing its 5th season online at IGN START...source ie., http://en.wikipedia.org/wiki/Jace_Hall

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So I was very happy to see the clean shave and ebony face of Robert Steele, Manager,
Corporate Business Development & Strategy Warner Bros. Studios on Day 2s panel:
Game Investors Roundtable: What Does It Take To Get Funded Today? Roberts day to
day is managing Warner Bros.s gaming, mobile and interactive IP properties. Robert was
especially proud of WB Games newly released fan boy fantasy fighting game Injustice:
Gods Among Us on iOS, PS3, WiiU, X360 and their hugely popular Sony published
MMORPG DC Universe. Injustice builds on the Mortal Kombat vs DC Universe (2008)
and even uses gamer storylines from R.I.P. Dwayne McDuffies J ustice League Unlimited.

And the above photo shows how Robert would supervise how Injustice not only launched
on multiple gaming platforms, but also alternative Injustice revenue streams from a digital
download movie, comic book, collectible figurines and DLC skins from DC Comics New 52.
Alternate universe games are in my opinion the future of gaming because it allows more
unconventional story-telling and hopefully a DC vs Marvel video game in the near future.
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During Q&A of the Investors Roundtable I said since Walt Disney had shut down
LucasArts Games would that allow the Star Wars gaming characters now be able make
special appearances with other video game franchises. I actually asked Robert about the
possibility of having even WB Games create a possible DC vs Star Wars game. Robert did
not believe that Disney would allow Star Wars to come to WB and thought the IP licensing
costs be too expensive to make the game profitable. Kent Wakeford of Kaboom quickly
said he was greatly surprised that Disney closed LucasArts Games and there was no good
reason why they did. Then some of the VC panel members like Sunny Dhillon of Signia
Venture Partners and Dave Siemer of Siemer Ventures got in a lengthy discussion of the
pros and cons of funding video games. And Sunny said that some IP license fees are so high
that after all the profit splits with the developer and publisher it would not make economic
sense from VCs POV to do that deal because the ROI would be really bad. I managed to
slip in another follow-up question to Robert Steele about whether a stand-alone Justice
League game was in the works with WB Games. Or did the studio have to wait to see if this
summers Man of Steel was a box office success first before green-lighting a J ustice League
film. To me if I ron Man had flopped for some weird reason, like WBs much hyped The
Watchmen, I doubt Disney buys Marvel and The Avengers happen. Robert was cautious to
say that many gamers can get their JLA fix on now with Injustice and DC Universe. What I
really wanted to get into with the panel, but we did not have the time, was whether Marvel
made a big mistake waiting too long to develop The Avengers console game that most likely
should have come out with the release of The Avengers film last summer. A high quality
console game typically can take 3 years or 2 years to produce. And I personally believe
THQ ultimately had to abandon their work on their Avengers game because THQ knew it
would extremely costly to try and deliver a high quality and well received game by Summer
2012. I dont think THQ in the fall of 2011 would shutdown their Avengers IP after already
spending 18 months on 200 people at THQs Studio OZ in Australia if they had a hit game.
Last month, THQ shut down Brisbane-based THQ Studio Australia and said it was moving away form
licensed kids' games and movie-based tie-ins. One possible victim of that closure was reportedly an
unannounced game based on Marvel's upcoming Avengers movie"... Brendan Sinclair, September 19, 2011,
Gamespot.
Ubisoft eventually did pick up the expenses of The Avengers IP and released Marvel
Avengers: Battle for Earth that got fair or okay reviews. Even if a J ustice Leaguefilm and
subsequent JLA console game is announced at the 2013 Comic-Con or even a few months
later, WB Games will be in a much better position than Marvel was in 2011 because WB
has already spent a considerable amount developing the engine, gameplay and skins for
JLA characters in Injustice and DC Universe. I believe a possible future J ustice League
film in 2016 by Chris Nolan would rightly deserve a stand-alone movie-based tie-in Justice
League video game and not just be developed as a spinoff from Injustice or DC Universe.
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3. #Brand gamification strategy disagreement and Smart TV and
connected-TV confusion on emerging distribution platforms.


Developing Games For Distribution On Emerging Platforms, (L-R) Mod. Adam Sessler, Exec. Prod.,
Host &Editor in Chief Rev3 Games Revision 3, Jon Estanislao, Senior Dir. Global Digital & Mobile
Sales Activion Blizzard, Brian Wong, CEO Kiip, Frank Cartwright, COO Reloaded Games, Andy
Kleinmam, Chief Business Officer, Scopely
The only bit of real dispute or confusion I experienced during the LA Games Conference
2013 coincidently both occurred on the Developing Games For Distribution On Emerging
Platforms panel on Day 1 pictured above and the Smart TV Apps: An Emerging
Distribution Platform on Day 2 which is picured below:

Smart TV Apps: An Emerging Distribution Platform, (L-R) Mod. Ted Cohen, Managing Partner
TAG Strategic, Trevor Dobrksen, CEO & Founder Mobovio, Ken Kajikawa, GM Digital Media
Telx, OrenTversky, VP Bus. Dev. Unity Technologies.
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Brian Wong, CEO of Kiip, was the highly energetic and boisterous star of the Developing
Games For Distribution On Emerging Platforms. Kiip is a mobile app rewards network
that enables brands and companies to provide consumers with tangible rewards for virtual
achievements. Brian strongly believes that gamers who are using new second screens want
immersive and non-intruisive ads. He gave an example of possibly having a running game
where the gamer never has to truly stop playing the game to get free points or prizes
provided by a brand. Many of Brians exciting and at times quite funny views he said on
the LA Games Conference panel can be read below in article excerpt from Fast Company.
http://www.fastcompany.com/1776381/content-vs-advertising-which-one-leads-gaming-
industry

(L-R) Brian Wong, CEO, Kiip & Seth Priebatsch, CEO, Scvngr
I can't say that games totally take the lead at Kiip because then how would my advertisers feel?
But let's be real: People are wary of marketing, especially on mobile devices. TV commercials can
evoke emotion, but mobile ads just butt in on a good time. You were playing a game, and then
you're swatting away a pop-up. And you're like, Hey, I was doing something here!
Mobile games are a smart way to reach people, though, because 72 million are playing them. So,
how do you build a relationship with players? Our answer: Sponsors must become a part of the
games people already play. Players are excited when they succeed, so that's when we have a
company come in and offer a coupon as a reward. We use that word in the office--reward. Never
advertisement. We want to add to the excitement.
Game developers often have demographics on who plays their games, so we can match games to
the right sponsor. If not, we can predict: Puzzles are played mostly by women, and racing and
shooting games are played by, well, take a guess. And developers choose when rewards show up
in their game. They have the best sense of when players will feel accomplished.
I've been in meetings where advertisers say, "Here's a brilliant idea--what about 50 cents off a
$100 purchase?" But that misses the point. People love when companies understand them, so they
redeem our rewards like crazy. But advertisers have to remember that they're in the consumer's
world. A gamer chooses what reward to accept. It has to be worth their timeBrian Wong,
CEO of Kiip as told by Jason Fiefer, Fast Company, October 2011
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Presentation: Product Monetization, Tim Steduler, SVP, Publishing & Business Development with AdColony
But earlier on Day 1 before Brians panel I saw Tim Steduler, SVP, Publishing & Business
Development with AdColony give a slide and interactive presentation that is 100% opposite
of Brians non-intrusive gamification philosophy. Tim showed examples of how a gamer
could be playing a mobile game and then was rewarded with bonus points if they stopped
playing the game to watch a movie trailer or a music clip of Justin Timberlake promoting
his new album The 20/20 Experience. AdColony is hedging their bet that there are millions
of free mobile gamers who would rather have their gameplay briefly interrupted to view or
engage with paid content to win more prizes in the game. Tim tried to show that AdColony
would go out of their way to best match up lets say a mobile car game with a Scion or Ford
mobile ad spot. AdColony is definitely a sponsor driven mobile game experience and not a
consumer/gamer first option that Kiip prefers. Tim and Brian shouldve been on this panel
to hash out who truly had the best gamification brand strategy to engage mobile gamers.

By Day 2s Smart TV Apps: An Emerging Distribution Platform I found more confusion
on not only defining the term Smart TVs or connected-TVs, but that in truth a Smart TV
by definition has a built in second screen function because one can easily switch from
watching cable or network TV to surfing the Web or opening TV apps like Netflix, Hulu or
Amazon Prime to watch VOD content. All the panelists were cautiously optimistic about
the future of Smart TV app technology and how it might be used with various networks or
content distributors. What was not clear at all in my estimation was are major networks or
cable outlets going to encourage their customers to buy Smart TVs, when they all know a
Smart TV allows their audience to click away from their programming faster than ever?
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But the question that I asked the panel was Smart TVs going to help or hinder the TV
industry amongst gamers who were already heavily using their game consoles to use the
same Smart TV apps. The panelists said it was still too early to say whether Smart TVs
would be a boom like iPads and Tablets or a bust like 3D TVs which were also hyped to
the heavens only a few years ago at the 2010 CES. Brazil was given by the panelists as an
example of how all the TV set manufacturers were required by Brazilian law to sell Smart
TVs that each had a similar middle-ware components to allow all Brazilian Smart TV
consumers to access the same Smart TV app functions. I dont know what it will take for
LG, Samsung, Panasonic and all Smart TV manufactures realize it is in their best interest
and profits to agree on universal Smart TV app standards and functionality? There was a
member of the audience who came from Australia and said almost half of their Smart TV
owners had not even hooked up their sets to the Internet. A recent NPD group study backs
this up and says over 40% of smart TV homes have never hooked them up to the Internet
as well. I also think the panel was not very good on describing Smart TV apps that would
be attractive to gamers. Smart TV apps that allowed more advertisers to add gamification
to traditional programming does not address a more dire question. And that is why would
any serious gamers buy Smart TVs and not also be a cord cutter as well? I personally think
the next gen consoles coming like Xbox 720 and Playstation 4 will turn any HD TV into a
Smart TV because those gamers are all going to have their next gen consoles hooked to the
Internet. They will use Smart TV apps whether they are cable or satellite subscribers.
4. #How to improve gaming award shows and make LA a better gaming
industry work environment.


BAFTRA LA Roundtable: Unraveling The Real Impact Of Game Awards, (L-R) Alison Haislip, G4s
Attack of the Show & The Voice, James Waugh, Franchise Devlopment Blizzard Ent., Jennie Kong,
SVP Digital Entertainment Miller PR, Marc Grasser, Sr. Editor Variety, Jenova Chen, Co-Founder
& Creative Director thatgamecompany
The final panel of Day 1 of the LA Games Conference was BAFTRA LA Roundtable:
Unraveling The Real Impact Of Game Awards. I assume DMW head honcho Ned Sherman
wanted to end the day on a lighter note, but this is sort of gossipy panel that could be done
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during lunch. First of all it is mainly insider game biz knowledge that the British Academy
Of Film and Television Awards or BAFTRA Awards also has a serious video game awards
show a month after their British film awards. So one might think that the panel or the
moderator Alison would do more to actually breakdown this years BAFTRA Video Game
Awards as opposed to assuming that the majority of the audience had flown to the London
Hilton Hotel to attend the show or found some pirated UK online link to watch them on
VOD. I actually do not know if BAFTRA even airs their video game awards because I have
never seen the event promoted on BBC America like their BAFTRA film awards. What the
majority of folks in the audience, like myself, have seen for better or worse was Spike TVs
annual Video Game Awards Show extravaganza and embarrassment. So the panel should
have done a better job at explaining why BAFTRA was the Oscars of the game awards and
Spike TVs event is more like the popular and shallow Peoples Choice Awards. And I do
get it that serious game developers and publishers want a Hollywood or Oscar equivalent to
all the hard work they put into creating highly artistic, complex and entertaining games.
The simple solution to me is for all the major game publishers to sponsor a few gaming
awards that feature voice over or characterizations of actors as a bridge into the Golden
Globes, SAG Awards and maybe one day the Oscars. Studios, actors and A-list directors
would want to see themselves getting awards that appeal to millions of gamers/moviegoers.
The gaming industry should act as big media sponsors, so these major film award shows
will have a clear financial incentive to include BAFTRA gaming categories. I truly believe
aliens will land at the White House before anyone truly believes film journalists, publicists,
agents, Hollywood unions, film critics, producers or Academy members will take the time
to freely play dozens of console, social and mobile games unless you pay them to do so first.

Game Development In Los Angeles: Future Prospects Promise or Peril In The City Of Angels, (L-R)
Jamison Selby, Dir. Moneky King Games Chair IDGA LA Chapter, Ben Hoyt, Founder & CEO 47 Games,
Inc., Brent Bushnell, CEO Two Bit Circus, Bill Allen, CEO LA County Economic Dev. Corp., Kelle Santagio,
Head of Developer Relations OYUGA, Tian Mu, Co-Founder & CEO of Naked Sky Entertainment
The last panel of Day 2 coincidently had the longest and most loaded panel title was Game
Development In Los Angeles: Future Prospects Promise or Peril In The City Of Angels.
What struck me from the outset of the panel was how all the panelists loved living in LA,
but all had laundry list of ways to immediately improve the overall LA gaming work
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environment. Brent Bushnell, CEO of Two Bit Circus complained that he still has serious
problems finding java script developers. He said he would hire five java developers right
away. I wish more collegiate game developers could attend the LA Games Conference
because they would see the immedatiate value of knowing what job skills or type of coding
is most in demand from Los Angeles gaming companies. Many of the panelists had a few
stories of other tech friendly cities like Austin trying to get them to move their gaming
companies out of LA. And Tian Mu, Co-Founder & CEO of Naked Sky Entertainment told
tantalizing tales of how aggressive some Chinese cities are now in regards to offering
lucrative financial incentives to U.S. gaming and tech start-ups to relocate to China. Tian
said that one of his friends did actually move his gaming company to China and what he
pays 100 Chinese coders is equivalent to hiring 20 coders in LA. And Tian stressed that his
friends best or senior Chinese coders are getting paid what his lowest paid employee gets
at his company. The panel was not all gripes and compalints. But if I was Bill Allen, CEO
LA County Economic Development Corporation I would contact each panelist and take
their concerns very seriously or risk LA losing some very innovative and creative gaming
talent. Ben Hoyt, Founder & CEO 47 Games, Inc. even suggested to Bill that LA should
actually treat the gaming industry in LA as a tourist attraction. Ben said there should be
some central place in LA where people could see all the different console, social and mobile
games that have been created by top LA game publishers. Or at least there should be an
official Los Angeles games mobile app to download, play or buy games created by LA game
developers. And Ben expressed his and other game biz veterans frustration that many
times game developers are treated as the red-headed step child of Hollywood. Ben seriously
put it out there that the city create a star walk-of-fame for game brands and developers.
People on the panel and in the audience were chuckling at Bens suggestion, but I thought
it was great idea. I do believe Los Angeles has to committ substantial marketing funds to
promote our gaming biz just like we do Hollywood. We should make LA gaming companies
not only want to stay in Los Angeles but recruit other top developers to move here as well.
5. #Gaming means all games now and not just superior attitudes about
console games vs social and mobile games.
My final takeaway from the LA Games Conference is that I notice no more animosity on
previous conferences between console, mobile and social game developers. Everyone in the
gaming biz from an EA to a small indie developer has to respect multiple revenue streams
from as many devices and platforms. The gaming biz is more united in a way and being a
social or mobile game developer can be as important as working on a large console game
franchise. I had a great time and look forward for DMWs 2014 LA Games Conference.
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Keynote: Navigating The Digital Playground EAs Transformation From Packaged Goods Game Publisher
To Digital Games & Services Company, (L-R) Pascal Brocher SVP Americas Publishing Electronic Arts & &
David L. Money Train Watts of FuTurXTV & Funk Gumbo Radio

Keynote Interview With Zyngas Barry Cottie, (L-R) Barry Cottle,
Chief Revenue Officer Zynga & Michael Metzger, Principal, Covert & Co.

(L-R) Ned Sherman, CEO & Publisher Digital Media Wire David L. Money Train Watts of FuTurXTV & Funk
Gumbo Radio and Robert Steele & David L. Money Train Watts of FuTurXTV & Funk Gumbo Radio
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Best LA Games Conference Sponsor: Canopys Sensus



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April 18, 2013 07:09 PM Eastern Daylight Time
Canopy Sponsors Official Reception of the 2013 DMW LA Games Conference in
the Gable-Lombard Penthouse at the Roosevelt Hotel to Celebrate Sensus
HOLLYWOOD--(BUSINESS WIRE)--Canopy

, an innovative technology company, will


introduce its revolutionary Sensus
TM
Summer 2013.
Sensus is the world's first sensorbased case for mobile devices, developed by Minneapolis-
based Canopy. This premium mobile accessory expands the touch interface from the front
screen to the sides and to the entire back of the case. Sensus enables you to get your fingers
out of the way and put your content front and center; it is an extension of the user
interface. Sensus expands gaming, productivity tools, maps and ereadersthe entire
ecosystem of applications.
Watch Sensus in action: youtube.com/canopysensus
A majority of consumers buy cases for their smartphones, but other than protection,
consumers dont benefit from their commodity cases. Sensus changes that. This disruptive
technology is set to forever change the mobile landscape.
Canopy will host the official reception of the DMW LA Games Conference in the Gable
Lombard Penthouse & Rooftop Patio at the Roosevelt Hotel. Press are welcome to attend.
About Sensus:
Canopy

created the Sensus


TM
case (getsensus.com) to revolutionize the mobile experience
by adding touch input to the back and sides of mobile devices. Sensus enhances the way
consumers interact with their smartphones. Free SDK and developer kit may be requested
at developer.getsensus.com
About Canopy:
Canopy (canopyco.com) based in Minneapolis, is an innovative technology firm founded in
2008 that listens to and anticipates mobile market needs. This responsive relationship leads
Canopy to innovative insights which quickly advance technologies from smart consumer
products and applications to quick and easy software development kits. The company's
online press kit is available at canopyco.com/press
Even more about Canopy and Sensus:
www.twitter.com/CanopyCo
www.twitter.com/GetSensus
www.facebook.com/CanopyCo
www.youtube.com/CanopySensus
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I have to give major props to Canopys Sensus team because they struck up a quick pitch and Sensus
demo with Jon Estanislao, Senior Dir. Global Digital & Mobile Sales Activion Blizzard. Jon was so
impressed with playing a game with the Senus that he invited the Sensus team to meet their Activion
Blizzard developers, so they can see how their mobile games can be adapted to use the new Sensus
sensor-case controls. Sensus should be available for retail shortly after E3 2013 or before Comic-Con.

What Does ItTake To Make A Hit Game On iOS And Android, (L-R) Margaret Wallace, CEO Playmatics,
Rob Carroll, Chief Mobile Officer 5
th
Planet Games, Lina Chen, Co-Founder, Nix Hydra Games, Marco
Demiroz, President & CEO Playfirst

Whats Next In Console Gaming?, (L-R) Mod. Grant Johnson, Pres. & Co-Founder Interpret, George Jones,
Dir. Programming, Games/Action Channel Wikia, Chris Donahue, VP Global Marketing & Content CiiNow,
Jeff Hilbert, Founder & Managing Partner Digital Development Management
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DMWS LA GAMES COFERENCE 2013 AGENDA:

Day 1
9:00AM - 10:00AM
Registration, Coffee and Networking
10:00AM - 10:15AM
Welcome & Opening Remarks
Ned Sherman, CEO & Publisher, Digital Media Wire / Chair, DMW Games Conference
10:15AM - 11:15AM
PANEL: VIEW FROM THE TOP The State of the Games Industry
Panelists
Raph Koster, Entrepreneur, Game Designer, and Author of A Theory of Fun for Game Design
Chris Early, VP, Digital Publishing, Ubisoft
Michael Pachter, Managing Director, Equity Research, Wedbush Securities
Nanea Reeves, COO, Machinima
David Rice, SVP & GM, CBS Interactive Games
Moderator: Eric Goldberg, Managing Director, Crossover Technologies
11:15AM - 11:45AM
KEYNOTE: NAVIGATING THE DIGITAL PLAYGROUND
EAs Transformation from Packaged Goods Game Publisher to Digital Games & Services
Company
In this keynote, EAs SVP of Americas Publishing, Pascal Brochier, will discuss key consumer
trends (where they spend their time, money and transactions) and provide insight into EAs
learnings to navigate the digital playground. The session will be done in an interactive game-show
format where a prize will be awarded to a winner.
Presented by: Pascal Brochier, SVP, Americas Publishing, Electronic Arts
11:45AM - 12:15PM
Networking Break

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12:15PM - 12:30PM
Track A: Productized Monetization
How Gaming is Leading the Mobile Advertising Revolution and Why Brands Are Taking Notice
Presenter
Tim Steudler, SVP Publishing & Business Development, AdColony
Track B: Distribution
Presenter
Grant Johnson, President and Co-Founder, Interpret
12:30PM - 01:15PM
Track A: Panel How to Win the Free-to-Play Jackpot
Panelists
Bjorn Book-Larsson, CEO, Reloaded Games
Ian Verchere, CCO, Roadhouse Interactive
Won Il Sue, SVP, Gamevil
David Baker, Director of Game Development, Snail Games USA
Aron Koh, Executive Producer, Nexon Mobile Games Division
Moderator: Scott Brovsky, Brand Marketer and former Director, Global Marketing, Disney Interactive
Track B: Panel Whats Next in Console Gaming
Panelists
Jeff Hilbert, Founder & Managing Partner, Digital Development Management
Martin Rae, President, Academy of Interactive Arts & Sciences
Chris Donahue, VP, Global Marketing & Content, CiiNOW
George Jones, Director of Programming, Games/Action Channel, Wikia
Moderator: Grant Johnson, President and Co-Founder, Interpret
01:15PM - 02:15PM
Lunch
02:15PM - 02:45PM
FUTURE GAMING TRENDS Analyst Presentations, Predictions and Demos
Presenters:
Learning to Love This Transition: (by) Listening to Players
Robin Boyar, Founder, thinktank
Avoiding the Churn: Winning Strategies for Critical Early Player Retention
Ian Atkinson, Head of Business Development & Player Relation, Playnomics
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19

Moderator: Ned Sherman, CEO & Publisher, Digital Media Wire
03:00PM - 03:45PM
Track A: Panel Latest Trends in Ad Models and Micro-Payments for Games
Panelists
Lisa Marino, CEO, RockYou
Jeremy Monroe, General Manager, Wargaming America
Brian Sapp, Director, Developer Partnerships, Tapjoy
Jarkko Rajamki, VP, Ad Operations, Rovio
Zach Phillips, VP of Publisher Relations, PlayHaven
Moderator: Kraig Baker, Partner and Chair, Technology, e-Business & Digital Media Practice; Co-chair,
Games Practice, Davis Wright Tremaine LLP
Track B: Panel What Does it Take to Make a Hit Game on iOS and Android Platforms
Panelists
Rob Carroll, Chief Mobile Officer, 5th Planet Games
Lina Chen, Co-Founder, Nix Hydra Games
Marco DeMiroz, President & CEO, PlayFirst
Ken Murphy, VP of Studio, GameHouse, RealNetworks
Moderator: Margaret Wallace, CEO, Playmatics
03:45PM - 04:30PM
Track A: Panel Alternative Digital Revenue and Business Models
Panelists
Zain Jaffer, CEO, Vungle
Jason Xu, Founder & CEO, Battlefy
Billy Levy, President & Co-Founder, Virgin Gaming
Eric Futoran, Co-Founder and VP of Revenue and Operations, Scopely
Jesse Redniss, SVP, Digital, USA Network/NBCUniversal
Moderator: Alan Seiffert, President, Seiffert Media Advisors
Track B: Panel Developing Games for Distribution on Emerging Platforms
Panelists
Jon Estanislao, Senior Director, Global Digital and Mobile Sales, Activision Blizzard
Brian Wong, Co-Founder & CEO, Kiip
Andy Kleinman, Chief Business Officer, Scopely
Frank Cartwright, COO, Reloaded Games
Moderator: Adam Sessler, Executive Producer, Host, and Editor in Chief for Rev3 Games, Revision3


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20

04:30PM - 05:30PM
Panel BAFTA LA Roundtable: Unraveling The Real Impact of Games Awards
Hosted by:

A candid discussion about the state of the video games industry and the significance of awards to
the business. While Film & TV accolades continue to play a crucial role in commercializing and
boosting a studios revenue, do Games awards have the same effect, and if so, what could it mean
for the industry?

Panelists
Jenova Chen, Co-Founder & Creative Director, thatgamecompany
Marc Graser, Senior Editor, Variety
Jennie Kong, SVP, Digital Entertainment, Miller PR
James Waugh, Franchise Development, Blizzard Entertainment
Moderator: Alison Haislip, former TV correspondent, Attack of the Show! on G4 and NBCs The
Voice
05:30PM - 06:30PM
Penthouse Reception
Hosted by Canopy and The Strategery Group
Day 2
09:00AM - 10:00AM
Welcome Back to the Conference Morning Networking
10:00AM - 10:30AM
KEYNOTE INTERVIEW w/Zyngas Barry Cottle
Barry Cottle, Zyngas Chief Revenue Officer, will be interviewed on stage by Michael Metzger,
Principal at Covert & Co. As the Chief Revenue Officer of Zynga, Barry Cottle is responsible for
corporate and business development, strategic partnerships, distribution, advertising sales and
operations, publishing and real money gaming. The discussion will cover the outlook for real money
and mobile gaming, Zyngas growth strategies, as well as Zyngas M&A and financing interests.
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21

Barry Cottle, Chief Revenue Officer, Zynga
Interviewer: Michael Metzger, Principal, Covert & Co.
10:45AM - 11:45AM
Game Marketing Leadership Roundtable
Panelists
Jonathan Anastas, VP, Global Marketing, Head of Digital & Social Media, Activision
Rob Dyer, VP, Partner Publishing, Zynga
Stephen Saiz, GM, Mobile, Majesco Entertainment
Chris Enock, VP of Central Publishing, Riot Games
Scott Steinberg, Executive Partner, King Brown Partners
Moderator: Mike Vorhaus, President, Magid Advisors
11:45AM - 12:15PM
Networking Break
12:15PM - 01:00PM
Track A: Panel Online Video and the Games Industry
Panelists
Barry Blumberg, EVP, Alloy Digital, President, Smosh
Rodrigo Velloso, Head of Gaming, YouTube
Jonathan Simpson-Bint, Chief Revenue Officer, Twitch.TV
John Orlando, Director, Digital Development, Sony Pictures Entertainment
Sanjay Sharma, Executive Vice President, Strategy & Business Development, Machinima
Moderator: Bill Young, Managing Director, EA Ready, Head of Video Strategy, Electronic Arts
Track B: Panel Smart TV Apps An Emerging Distribution Platform
Panelists
Oren Tversky, VP, Business Development, Unity Technologies
Trevor Doerksen, CEO and Founder, Mobovivo
Seth Shapiro, Principal, New Amsterdam Media
Ken Kajikawa, General Manager Digital Media, Telx
Moderator: Ted Cohen, Managing Partner, TAG Strategic
01:00PM - 02:00PM
Lunch
02:00PM - 02:30PM
KEYNOTE: TWINKIE vs. STEAK

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22

Bringing Meaningful Console Experiences to Mobile Platforms
Presented by: Christopher Mahoney, Director, Emerging Platforms, PlayStation, Sony Computer
Entertainment America
02:30PM - 03:30PM
Panel Game Investors Roundtable: What Does it Take to Get Funded Today?
Panelists
Dave Siemer, Managing Director, Siemer Ventures
Kent Wakeford, EVP Corporate Development and General Counsel, Kabam
Peter Levin, CEO, Nerdist Industries & Co-President, Legendary Entertainment Digital
Robert Steele, Manager, Corporate Bus. Dev. & Strategy, Warner Bros. Studios
Sunny Dhillon, Signia Venture Partners
Moderator: Marshall Jensen, Managing Director, DMW Hexagon
03:30PM - 03:45PM
Networking Break
03:45PM - 04:30PM
Track A: Panel Maximizing Value & User Acquisition on Social Platforms
Panelists
Braden Moulton, President & COO, 5th Planet Games
John Dobrowolski, GM, Games, Nanigans
Maria Pacheco, Sr. Director, Marketing Mobile, DreamWorks Animation
Mike Goslin, General Manager, Rebel Entertainment
Moderator: Jay Moore, President/Co-founder, BitRaider and Head of Special Ops, The Strategery Group
Track B: Panel Social Casino Games: Winning Strategies
Panelists
Josh Yguado, President, SGN
Brock Pierce, CEO, Playsino, Managing Director, Clearstone Global Gaming Fund
Andrew Pascal, Founder & CEO, PLAYSTUDIOS
Michael Marchetti, Former CEO, Buffalo Studios
Moderator: Ned Sherman, CEO & Publisher, Digital Media Wire
04:30PM - 05:15PM
Game Development in Los Angeles: Future Prospects Promise or Peril in the City of Angels
Hosted by:

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23


A panel of LAs veteran developers and executives discuss the state of the game industry in Los
Angeles and examine future prospects. Can the city cement its position as a primary hub for game
development? Can it live up to its promise as the storytelling capital of the world? Can city
government positively impact the local industry? Can industry positively impact the city as a
whole? Join us to tackle these questions and more.
Panelists
Bill Allen, CEO, Los Angeles County Economic Development Corporation
Ben Hoyt, Founder and CEO, 47 Games, Inc.
Tian Mu, Co-Founder & CEO, Naked Sky Entertainment
Brent Bushnell, CEO, Two Bit Circus
Kellee Santiago, Head of Developer Relations, OUYA
Moderator: Jamison Selby, Director, Monkey King Games / Chair, IGDA LA Chapter
05:30PM - 06:30PM
Closing Reception

Sponsors

Media Partners

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