Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 18-21, 2010 Thursday, October 21st Strategic Investigation - Drill Down Day 9:30 AM - 10:45 AM Track I: AdvUp-20, HGmz-11, APPs-10 Advertising and Micro-Commerce, Games and Game Networks - Mobile, Broadband and Console - Serving Individuals and Communities of Interest As the platforms become more robust, as broadband, mobile, social media and TV provide greater consumer interactive flexibility, games as a product, as a destination, as a network or community and as a force in commerce grows. The growing power of the network, the relationship between the technology and the consumer, is opening the door to an entirely new and more complex set of tools in designing a multi-layered gaming consumer experience. From the explosion in casual gaming to the dedicated hardcore gamer, the power of the network is redefining games and user engagement which is ultimately revolutionizing the bottom line of the industry. John Maffei, CEO, Xfire Gerardo Guzman, Director Media Product Leadership for The Nielsen Company Kenny Rosenblatt, CEO, Arkadium Ranah Edelin, Vice President, Marketing, Raptr David Baszucki, CEO & founder, ROBLOX Rick Marazzani, Director of Content and Programming, Exent Ian Swanson, co-founder and CEO, Sometrics Chia-Lin Simmons, GM, Americas, PlayPhone Jeff Ulin, Executive Vice President, Autumn Games, Moderator John Maffei, CEO, Xfire: John Maffei, a software and digital media industry veteran, has more than a dozen years of experience with leading global, technology-driven brands. Maffei was responsible for overall business direction and execution for The ZAM Network. The ZAM Network represents the single largest online portfolio of MMO gamer destination sites, including category leaders Allakhazam and Thottbot, focused solely on enhancing the gameplay experience of MMOG enthusiasts by providing them with access to tools, information, interactive community forums ,and services. Prior to joining ZAM, Maffei led Microsoft's efforts to license Xbox 360 video content from major entertainment companies, including Warner Bros., Buena Vista Pictures (Disney), Lions Gate, 20th Century Fox, and NBC Universal. Throughout his decade-long tenure at Microsoft, Maffei held key senior marketing and business development positions within the Windows Media and Platform Strategy divisions, where he negotiated strategic business agreements with influential corporate partners, including Sony and Vodafone. He was also the founder and chief executive of RocketPipe, Inc., a developer of broadcast messaging and direct marketing software for content-driven online commerce sites. John Maffei holds an M.B.A. from the University of Washington, as well as a B.A. in political science from Colgate University. Gerardo Guzman, Director Media Product Leadership for The Nielsen Company: where he is responsible for building comprehensive audience measurement, ad effectiveness, tracking, retail measurement and customized market research services for the video game industry. Gerardo has been with Nielsen for over 15 years, in many different roles including: agency, media, retail and research services, business development, strategic development, and product development. At Nielsen Games, he directs strategic initiatives, including opportunities to build working collaborations in the video game industry. He is responsible for coordinating Nielsen’s vast research and measurement resources to meet the growing needs of video game marketers and researchers. Kenny Rosenblatt, CEO, Arkadium: He didn’t realize it then, but Kenny Rosenblatt’s childhood prepared him for his current role as CEO at Arkadium Games. Kenny not only grew up playing games, he also had a passion for computers. You could always find him playing with his Atari or in later years mastering Donkey Kong on his Coleco vision console.  Some people remember the date of their first kiss, Kenny remembers the first time he installed a motherboard. His passion for gaming and the technology that made games work, quickly translated into the co-founding of Arkadium Games in 2000. Kenny’s background and work at Arkadium has not only entertained gamers worldwide, but has also served the needs of international brands such as Harrah’s, CBS SportsLine, Hearst, General Electric and Warner Brothers. As Co-Founder and CEO of Arkadium, Kenny looks beyond traditional gaming technology to ensure that his clients are always meeting their core objectives. He recently stated, “Online games go well beyond what the end-user sees and plays. Our technical and project management teams at Arkadium effectively deal with all aspects of game development and the associated technologies behind them. Our commitment to the back-end processes ensures that the game works and the customer experience is always rewarding and of course, fun.” Prior to joining Arkadium, Kenny was VP of Emerging Technologies at On2 Technologies where he developed several Video on Demand systems for iTV and Set Top Boxes. Kenny has a degree in Information Technology & Management fromSyracuse University. He also enjoys spending time with his family, traveling, fishing, and building a great business. Ranah Edelin, Vice President, Marketing, Raptr: Ranah previously served in executive positions at EA and RealNetworks, was part of the founding team of Rhapsody (Listen.com, acquired by RealNetworks), and was co-founder and CEO of the karaoke start-up SingShot (acquired by EA). Ranah has an MBA from Stanford and a BA from Brown University. He also received a Japanese government scholarship to study at Nagoya University and is a Japanese language speaker. David Baszucki, CEO & founder, ROBLOX: a social network and building game for kids. ROBLOX is a premier online destination for children to learn, design, and share their own interactive worlds. As the driving force behind its business growth, his vision has developed ROBLOX into a unique and prominent social platform that sees millions of players creating and playing user-generated games everyday. Before the launch of ROBLOX in 2006, David founded a software company called Knowledge Revolution, which developed high-quality mechanical simulation and physics education software. With David leading the way, the company became a leader in educational software development. After Knowledge Revolution was acquired by MSC.Software, he continued on as vice president and general manager of MSC.Software, where he continued to develop unique desktop simulation products. He graduated from Stanford University where he earned a Bachelor of Science degree in Electrical Engineering, and was awarded a scholarship by General Motors. Rick Marazzani, Director of Content and Programming, Exent: Rick Marazzani is a 15-year veteran of the mass-market games business. As Director of Content and Programming for the leading games-on-demand service, Exent, Rick licenses and promotes the best games to delight and entertain audiences. He has worked for and learned from the greatest game companies (Broderbund, Maxis/EA/Pogo, Digital Chocolate, and Hands On Mobile). He has worked with some of multimedia’s biggest brands (EA Sports, Hasbro, Mattel) and biggest franchises (SimCity, The Sims, Monopoly). As a co-founder of the development studio iQ212, Rick continues to create original game brands across web, mobile, and PC like Emoticons, Redneck Fishin’, Redneck Huntin’, and their new puzzle game Fours of Nature. Rick has extensive speaking experience, including at the following conferences: GDC Mobile 2008, Casual Connect Europe 2009, Casual Connect Seattle 2009 and Casual Connect Europe 2010. Ian Swanson, Founder & CEO, Sometrics: Ian Swanson is co-founder and CEO of Sometrics (www.sometrics.com). Sometrics was the first to tailor its analytics and ad managing solutions to focus on social networking platforms and applications, providing the most relevant and effective audience analysis and social ad targeting available. In December 2008, the company achieved another first when it launched the Advertiser Supported Transaction Platform, an ad server to manage all virtual currency monetization from multiple offer providers. Before launching Sometrics, Swanson was business development manager for Userplane, an AOL company that provides social media apps to hundreds of thousands of online communities, supporting millions of users daily. Swanson was instrumental in helping the company extend the reach of its hosted chat, IM and other communications apps, and in building the company's ad network. Before Userplane, he was an executive with Sprint and helped launch two mobile web startups. Swanson actively advises several successful social networking applications, Fortune 500 companies and startups with their brand and marketing strategies within the social media ecosystem. He is often invited to share his insights at industry events and has addressed audiences at the IAB's Leadership Forum - Audience Measurement; SNAP/SWAT Summits; Graphing Social Patterns, User Generated Content Conference, among many others. Chia-Lin Simmons, GM, Americas, PlayPhone: is responsible for the strategic direction of marketing, product marketing, and customer support. As a marketing and business development executive with more than 15 years of experience, she has led successful marketing, business development and product marketing efforts in wireless, mobile devices, e-commerce, and emerging technology units for a variety of companies in the digital media industry. Simmons has held key positions with companies such as AOL / Time Warner, Audible (an Amazon company), WIRED, CNET, Beyond.com, Newscorp, and other digital media brands. Most recently, she managed partnerships with social media companies such as MySpace and Facebook at AOL / Time Warner as a business development executive. As Audible’s VP of Strategic Alliances, Simmons successfully launched Audible’s wireless business and was responsible for global partnership and marketing programs with companies such as Sony Ericsson, Nokia, Motorola, Palm, SanDisk, Creative, Garmin, Best Buy, Amazon and other major mobile handset, consumer electronics and online/offline commerce companies. In her spare time, she spends time as the co-host of a weekly podcast call On Digital Media www.odmcast.com The podcast covers the technology, creation, distribution, consumption and monetization of digital media and its effects on traditional media and marketing. The ODM podcast counts as its listeners numerous technologies, digital media and traditional media executives. Simmons graduated Magna cum Laude and Phi Beta Kappa from U.C. San Diego and received her MBA from Cornell University, where she was a Park Leadership Fellow. She also has a JD from George Mason University School of Law and is a licensed New York attorney. Jeff Ulin, Executive Vice President, Autumn Games: Jeff Ulin’s background includes being a media executive, attorney, lecturer, and entrepreneur. Half of his 20 years in the business have been at Lucasfilm, where he headed worldwide distribution for all markets (theatrical, video, TV, online), managed franchise sales for Star Wars and Indiana Jones, and oversaw the release of the last Star Wars film, Episode III. He is currently Executive Vice President of Autumn Games, an artist-friendly games publisher focused on making high_end, culturally impactful experiences that have the potential to become large franchises and can be delivered across an increasingly expanding array of distribution technologies and platforms. He is the author of the Variety-endorsed book The Business of Media Distribution- Monetizing Film, TV and Video Content in an Online World. Previous to Autumn, Jeff helped manage Paramount and Universal’s overseas video distribution venture (CIC); co-founded and ran as CEO animation studio Wild Brain, where he created Disney’s pre-school hit Higglytown Heroes; and helped companies navigate the convergence of digital media at Silicon Valley’s most renowned law firm (Wilson Sonsini Goodrich & Rosati); he also teaches the class Media & Entertainment: Economics, Policy and Strategy at Berkeley’s Haas School of Business.