Wednesday, January 4 3:50 PM - 5:00 PM Track III - ME5: Mobile Games: Advertainment & the Custom Branded Experience Games as a mobile content category has evolved in the past three years into a multi-billion dollar industry, creating as much buzz and excitement among the press and with the gaming consumer as the console platform. The release of every new mobile gaming platform along with its enhanced content possibilities is the trigger for another games industry boom. And joined together with an evolving relationship to the advertainment, in-game advertising and custom branded experience, the mobile gaming industry is an entertainment power driver. In this session, we are pleased to bring together experts from all sectors, the platform, the content and the commerce. Levi Buchanan, Site Editor, IGN Entertainment, Inc. Minard Hamilton, Executive Vice President of Sales and Brand Partnership, JAMDAT Mobile Inc. Scott Debson, VP Licensing & Publishing, Zingy Eric Albert, Head of North American Operations, Mobliss Julian Corbett, Vice President of Business Development and Brand Partnerships, In-Fusio Bill Barhydt, CEO, Sennari Entertainment Nicholas Longano, Chief Marketing Officer, Massive Inc. Mark Friedler, CEO, GameDAILY, Moderator Nicholas Longano, Chief Marketing Officer, Massive Incorporated: Nicholas has over 15 years of experience in strategic marketing and consumer packaged goods. As Chief Marketing Officer at Massive Incorporated, Nicholas oversees the company’s Business and Product Development, Creative Services, Integration, and Marketing efforts. Prior to Massive, Nicholas spent 4 years at Vivendi Universal Games as General Manager and Head of Marketing. He was the former General Manager for Calvin Klein Cosmetics Canada and Latin America operations, and head of marketing, worldwide. Nicholas has an extensive track record of launching successful franchises worldwide, and up to recently was President of MOJO Advertising in Los Angeles – where he formed a new video game division, with clients such as Atari, ESPN Games, VUG, and Groove Games. Nicholas holds a Business Degree in Marketing from the David Syme Business School, and a Bachelor's Degree in Psychology from Monash University, Melbourne, Australia. Scott Debson, VP Licensing & Publishing, Zingy: As Vice President of Licensing and Publishing at Zingy Inc., Scott Debson is responsible for all licensing, copyright and publishing for Zingy's broad suite of personalization, entertainment, information and community products. Mr. Debson has been successful in obtaining exclusive relationships with a variety of celebrities, artists, and producers including G-Unit, Hulk Hogan, Vida Guerra and The RZA. Additionally he has led the formation of innovative mobile media partnerships with Paramount Pictures, General Motors and Vivendi Universal Games. Prior to joining Zingy in 2004, Mr. Debson co-founded not13, one of the first mobile marketing and content companies in both the UK and the US. Mr. Debson led his team at not13 in the successful launch of the world's first SMS lottery and is accountable for the implementation of the first cross carrier short code campaign in the US. Having worked on more than 200 mobile marketing and content campaigns in Europe and the US, Mr. Debson is a pioneer in mobile marketing. Mr. Debson holds a BS in Business Administration from Boston University. Levi Buchanan, Site Editor, IGN Entertainment, Inc.: As site editor, Levi has shepherded IGN Wireless (wireless.ign.com) to become one of the most popular internet destinations for mobile gaming. He has spent seven years reporting on the video game industry for magazines, newspapers, and websites -- three of those on mobile gaming. Levi received his degree in Advertising from the University of Oregon. Julian Corbett, Vice President of Business Development and Brand Partnerships, IN-FUSIO: Julian leads the U.S. based business development efforts for IN-FUSIO, a global leader in mobile gaming. In this capacity he has played a key role in the expansion of IN-FUSIO into the North American market and has negotiated key partnerships with some of the largest brands and companies in the world including Microsoft, Viacom, Universal, Neopets and Twentieth Century Fox. Julian previously served as Vice President of Business Development for vizrt, a leader in 3D broadcast graphics. Previous to this he headed up U.S. operations for Medialab, a 3D real-time animation arm of Vivendi-Universal. Julian is a graduate of La Sorbonne University in Paris where he received his bachelor’s degree and MBA with a Concentration Marketing Communications. Eric Albert is Head of North American Operations for Gameloft, a leading developer and publisher of mobile games. Mr. Albert plays a key role in accelerating Gameloft’s growth in the North American mobile gaming market. Over the last 13 years, Mr. Albert has acquired a solid experience in the commercialization of technology products and has worked with companies such as Palm, U.S. Robotics, Intel and 3Com. Most recently, Mr. Albert served as Director of Strategic Accounts for Gateway Canada where he managed the introduction of Gateway products in retail chains such as Best Buy and Costco Wholesale. He studied at McGill University in Montréal and holds an MBA with specialization in Technology Management from the Université du Québec à Montréal. Mark Friedler, CEO, GameDAILY : Mark is CEO and co-founder of Gigex, Inc./GameDAILY (http://www.GameDAILY.com) a leading provider of video game news, reviews, free downloads and the leading provider of trade news with the GameDAILY newsletter. He has been with the company since 1995. He has 10 years experience marketing video games online and is a frequent speaker and panelist at industry events including CES, E3, Digital Hollywood and events sponsored by Microsoft, IQPC, Jupiter Communications, Digital Media Wire and IEMA. He was chairperson for both conferences "Best Practices for Marketing, Selling and Distributing Software over the Internet" and the European Electronic Software Delivery Conference. Mark’s television experience includes several features in 2003 including NBC’s "TechNow," "NBC Today About the Bay" (San Francisco/San Jose KNTV) and "Silicon Valley Business." He is the video game columnist for the IMedia Connection newsletter and he has written for industry publications Software Business , GameDAILY and SIIA’s Upgrade. Previously, Mark was Director of Marketing at Reach Networks in New York from 1994-1995 where he managed marketing and sales of integrated services to Fortune 500 clients. From 1992 – 1994, Mark was Managing Director of Teleworld Sweden AB, a division of Philips Media. Teleworld developed and operated interactive voice and television-based online entertainment and transaction services together with MTV Europe and other major European broadcasters. From 1988-1992, he founded and operated Sweden’s first chain of cookie stores. He holds a B.A in Political Science from Hamilton College in New York and has taken graduate courses in business law, programming and network management. Mark is 40 years old and lives in the San Francisco bay area with his wife and 2 sons.