DAY 1 December 13
9:00 am - 9:30 am
KEYNOTE: The State of Mobile Gaming: A View from the Top
9:30 am - 10:15 am
Where Do We Go From Here? The Future of Mobile Monetization
Mobile Internet access is the fastest-growing communications technology we’ve ever seen. Less than five years after the introduction of the iPhone, the majority of Americans now carry a smartphone. Yet despite this explosive adoption in every corner of the country, advertisers have been slow to migrate to the medium where most of their prized consumer eyeballs are actually viewing content, much to Facebook’s dismay.
10:15 am - 10:45 am
10:45 am - 11:30 am
Games and Apps: Lifting KPIs via Real-Time Optimization
Revolutionary, automated, real-time predictive optimization algorithms have emerged, producing dramatic lift results for games and apps. By leveraging the wealth of available user data, such as behavioral attributes, social (Facebook), session, and geo-demographic attributes these algorithmic platforms can produce persistent 30%-50% jumps in KPIs by presenting users in real-time with choice options they prefer and convert better. A richer user experience combined with higher KPIs is a winning combination for every app.
11:30 am - 12:15 pm
How to Build a Community for Mobile Gamers
There is literally a community being built around every vertical. Foursquare/location, Pinterest/shopping, Instagram/pictures, Socialcam/videos, Path/friends, Heyzap/games. In this talk, Jude Gomila will outline what these apps all have in common and the key principles behind building robust new social communities.
1:15 pm - 2:00 pm
Behind All The Fun and Games: Pushing the Boundaries of Social Gaming with Adobe and KIXEYE
It's been said that a combination of art and technology will produce a game that people will play, but the same can be said about the technology platform behind it all. In order to make a game that both looks and feels great, developers look for an effective technology platform to help them craft the desired action and visual feel, while broadening the reach of their games. In recent years, developers big and small have partnered with Adobe to make this happen. Adobe's Group Product Marketing Manager Diana Helander, joined on stage with KIXEYE's SVP of Engineering Danielle Deibler, will discuss how technology platforms can capture the immense growth and monetization potential of social and casual games with a single workflow, using hits Battle Pirates and War Commander from KIXEYE as case studies.
2:00 pm - 2:30 pm
Which Comes First: Your Game Genre Choice or Business Strategy?
Leveraging its analytics data on 500 million mobile app gaming sessions per day, Flurry shares key performance metrics across popular game genres and how they can influence a company’s app acquisition, retention and monetization strategies. Flurry will also share a "state of the market" review of the latest general consumer behavior and business trends for iOS and Android apps.
2:30 pm - 3:15 pm
Mobile Social in the Post-PC Era
Are social games on the PC dead? Today, social gamers play games on smartphones, tablets and other non-PC platforms – leading to not only new audiences, but innovative monetization and business models. This session will discuss how leading mobile social game companies (game publishersand social networking companies alike) are adjusting to this emerging trend by developing captivating social games for new screens and capitalizing on the expansive mobile market.
3:15 pm - 3:45 pm
3:45 pm - 4:30 pm
HTML5 games have been heralded as the next innovation to enable cross-platform games. Is the technology up to the task today? What are the key technical challenges facing those looking to build games using HTML5? What types of new games will HTML5 enable? Join us as our panel of industry insiders share their opinions and perspectives on this important subject.
4:30 pm - 5:15 pm
Broadcast Based Social Games
What happens when you build games around broadcasting? Adi Sideman, the CEO of YouNow delivers an entertaining and provocative look at what our TV experience will look like a short 2 years from now. A technologist and a social game designer, Mr. Sideman will show the evolution of Television into a participatory, social gaming medium. Hear and see what lies beyond the second screen approach, what tomorrow's reality shows will look like and why Foursquare check-ins will include live broadcasting. Join us as we demo state of the art enabling technologies in a crowd pleasing, interactive experience.
5:15 pm - 6:15 pm
DAY 2 December 14
9:00 am - 9:30 am
KEYNOTE: How to Build Games for the Core, Active Gamer that Keep them Playing and Spending Money
At Machine Zone, we like to say we make games that players don’t ever want to stop playing. We sit at the intersection of gaming, social, and mobile, and work to provide engaging,never-ending, experiences tailor-made for mobile devices. (iMob, iMob2, Original Gangstaz, Global War, Race or Die, among others) We made a decision early on to focus on an intense, "core" game experience that would leverage real relationships to enable players to become the BEST mob boss, the TOP fighter pilot, or the leader of a pack of racing buddies organgstaz. With that core experience in mind, we focused on the psychology of the MMO game, which explains why people keep playing and keep spending money: their in-game buddies. This keynote will share our history of creating successful text-based games where community drives the experience, and the business model.
9:30 am - 10:00 am
Mobile App Marketing: Is There a Recipe for Success or Is There a Secret Sauce?
Doing mobile app marketing right is like preparing the perfect meal…on a speedboat traveling a mach speed. In this session we will discuss themany factors that drive mobile app marketing success and how to cook 'emup in the ever-changing mobile ecosystem. From defining targets,tracking, media buying, optimization, and driving loyal usage, is there a secret sauce?
10:00 am - 10:30 am
10:30 am - 11:15 am
Future Trends In Game Analytics and Optimization
Social game developers have access to more data than ever before. But are we getting the best out of it? This session will look at emerging technology trends that offer the opportunity to 'close the loop' between the analytics we collect and the optimization of game experience that leads to increased acquisition, retention and monetization.
11:15 am - 12:00 pm
Game Mechanics: The Playbook of the Future
In the year 2020 web users will expect the idea of game mechanics in nearly every facet of customer interactions. From purchasing, to customer service, to product development, game mechanics will become the way that customers and businesses interact with each other. Also, it won’t be weird. By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes, according to Gartner, Inc. By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application. In this presentation, you’ll hear from the experts on reaching this ideal vision through understanding game theory, game design, and what the current limitations of game mechanics are – and how you can help overcome these limitations.
12:00 pm - 12:30 pm
Stop Ignoring 98 Percent Of Your Audience! Best Practices for Monetizing Non-paying Users
Everybody knows that the overwhelming majority of users will never pay for anything in a game; yet, some developers still believe the only way to make money is to ignore these users and cultivate those who do open their wallets. In this vibrant and interactive session, Damon will first explain how micropayments and ad-based monetization strategies can live in harmony. Then, he will guide you through the various ways savvy developers are substantially increasing daily ARPU (not ARPPU!) by paying attention to the audience that matters most, the 98 percent that will never pay with their credit card.
1:30 pm - 2:15 pm
Multiplatform Games: Designing for the Future
As casual games spread throughout every gaming platform from consoles to the latest mobile phones, designers are challenged to innovate,modify and reinvent gameflow and mechanics to suit platforms. However, we are seeing that some game mechanics and design decisions do not carry over between platforms despite the technology existing to support them. In this highly informative panel discussion, we will touch on all elements of designing for multiplatforms and what challenges the next generation of casual games will encounter, whether it's entire genres or minor elements like UI. We will look at some examples of successes and failures in moving between platforms and launching on multiplatforms. Finally, we will debate how technology like HTML5 or Flash supports or hinders multiplatform development.
2:15 pm - 3:00 pm
Defeat the App Store Effect: How to Create, Manage and Scale Successful Social Mobile Games
Today’s mobile games are built with the goal of worldwide popularity, but it’s hard for developers to anticipate how their database and IT infrastructure will behave under the load of millions of users. Storing, processing, and distributing constantly changing game data -- with zero downtime -- is essential to a mobile game’s success at global scale. Join us for an illuminating case study that highlights the challenge of game scalability. Cloudant recently helped indie developer Hothead Games support the growth of its hugely popular series of Big Win Sports mobile games, scaling the games’ data layer literally overnight. When Big Win Soccer was named a featured sports app, Cloudant helped Hothead handle the influx of users created by the “App Store Effect.” Cloudant now stores 500 million JSON documents for Big Win Sports, with apps opening 20 times per second. This case study will provide first-hand insight on designing games and formatting data for scalability, as well as considerations for game data management.
3:00 pm - 3:30 pm
3:30 pm - 4:15 pm
Place Your Bets: The Future of Online Gambling
Casino games on Facebook are consistently popular, and a number of social developers and publishers including Zynga have expressed an interest in mixing social game mechanics with real money gambling. This panel discusses the pros and cons of such a move along with the legal and moral ramifications and the impact Japan's banning of "kompu gacha" will have on this sector of the industry.
4:15 pm - 5:00 pm
Game Change: Getting Serious at Play
Having been a part of Silicon Valley’s continual evolution, Tobias Batton will speak candidly about the very real notion that web sites as we know them are becoming extinct. From music streaming platforms to the increasingly robust universe of gaming apps, mobile and social gaming technology is more than the future of entertainment--it's simply the future. Batton focuses on the physics, the physiognomics and the economics of social gaming today.