Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2009 Thursday, June 11th 2:15 PM - 3:30 PM The Workshop: Advertising and Commerce in Games, Game Networks and Virtual Economies on 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. Ian Ali, National Sales Director, Microsoft Gaming and Advertising Jonathan Epstein, CEO, DoubleFusion James Green, CEO, GIANT REALM, INC. Cindy Cook, former Chief Marketing Officer Vivendi Games Chris Carella, Chief Creative Officer, The Electric Sheep Company Phil Guest, Senior VP, Global Advertising, Sulake Inc. Tim Chang, Principal, Norwest Venture Partners, Moderator Cindy Cook, former Chief Marketing Officer Vivendi Games: Cindy Cook has extensive experience in creating new businesses in the entertainment space. She recently left Vivendi Games, now merged with Activision to become Activision Blizzard, where she was Chief Marketing Officer. There she was responsible for leading the formulation of company strategy and driving the worldwide marketing activities for the company. She conceived, built and was the general manager of two divisions focused on casual online and mobile games. Sierra Online became the #1 publisher on Xbox Live Arcade in 2 years of operation. Vivendi Games Mobile became a top 10 Western publisher. Additionally, Cook launched several new multi-million unit videogame franchises. Cook was one of the pioneers in digital music launching the first commercial service at Universal Music Group, the world’s largest music company. She was responsible for the development of the consumer proposition for Pressplay subscription service, now Napster. Previously she ran marketing for Flexplay, a ‘disposable’ DVD technology startup which was successfully sold to the Convex Group. Earlier in her career Cook held a variety of management roles at Pepsi-Cola, Seagram and General Electric. Cook is a frequent speaker at industry events. Cook has a master’s degree in business administration from New York University’s Stern Graduate School of Business and a bachelor’s degree from Lehigh University. She is the executive advisor to the Lehigh Women’s MBA Association. She resides in New York City with her husband and daughter. Ian Ali, National Sales Manager for North America, Massive, Microsoft: Ian Ali, a seasoned executive with twelve years of digital media experience, is National Sales Manager for Massive in the North American market. Ali oversees the domestic advertising sales efforts, which includes field-based and telesales teams chartered with driving revenue for the Microsoft subsidiary’s video game advertising network. His team sells an array of in-game advertising solutions across its portfolio of more than 100 premium game titles for the Xbox and PC. Mr. Ali develops the go-to-market strategy for the North American sales team and works closely on the creation of strategic partnerships with global blue-chip advertisers across all vertical categories. By working closely with his partners within Microsoft Advertising, Ian strives to further promote the progress of the Massive in-game advertising medium through education and development of market-based solutions designed to connect the elusive Male 18-34 demographic to top marketers. Ian joined Microsoft Corporation in 1999 as one of the company’s first media sales executives. Prior to joining the Massive team in 2006, he successfully worked within the MSN advertising sales organization to lead the closure of the first groundbreaking Xbox advertising sponsorship program. He's a highly vocal evangelist and champion for the in-game advertising medium and has participated in numerous industry panels, workshops, and forums, including Advertising Week, Marketing to Men and iMedia Breakthrough Summit. Jon Epstein, CEO, Double Fusion: Epstein brings more than 20 years of high-technology media and marketing experience to Double Fusion, and a track record of launching and building the most successful media properties that reach the gaming audience, on a worldwide basis. As CEO of Double Fusion, Epstein is responsible for providing the strategic vision and direction for the company, and for ensuring the execution of the company against its core business plan. Prior to joining Double Fusion, Epstein served as co-head of the digital media group of United Talent Agency, overseeing a wide range of transactions in the gaming, mobile, Internet and advertising technology markets and serving as a consultant to a number of leading media startups. Prior to UTA, Epstein served as executive vice president and general manager, media division, for IGN Entertainment, which was acquired by Fox Interactive Media in 2005. Epstein came to IGN with the sale of GameSpy Industries, where he served as president; while at GameSpy, Epstein established the company as a major media player and developed the companies significant subscription and middleware businesses. Before GameSpy, Epstein was the founding president and CEO of GameSpot.com, where with the other co-founders he reshaped the way by which gamers get their information. GameSpot was acquired by ZDNet (and subsequently, CNET) after which time Epstein served as EVP, International, overseeing the management and rollout of GameSpot and ZDNet sites around the world. Epstein holds a degree in physical sciences from Harvard College. James Green, CEO, GIANT REALM, INC.: James Green is a serial entrepreneur and CEO of Giant Realm. Mr. Green began his career in the entertainment industry and spent eight years with The Walt Disney Company (Buena Vista International) culminating in his appointment as the General Manager of the Japanese market. From Disney, Mr. Green moved to Pixar Animation Studios where he worked for Steve Jobs as the Vice President of Marketing and New Business Development. In 1998, Mr. Green became a founding partner and CEO of Sabela Media, an Internet ad serving company. After an explosive 18 months of revenue growth, during which time offices were opened on four continents, Sabela Media became the subject of a bidding war and was ultimately sold in January 2000 for $70 million to 24/7 Real Media. Mr. Green remained with 24/7 Real media for nine months as President of Technology Solutions. In Oct 2000 Mr. Green was recruited by LiveWire (an investor in Sabela) to become CEO of GiantBear. He successfully launched new products with major carriers (Cingular, Rogers AT&T, and others.), and then sold the business to InfoSpace in March 2002. After GiantBear, Mr. Green became CEO of PVI (www.pvi.tv), a virtual advertising company most famous for the virtual first down line in football and the ad behind the batter in baseball. He took the company private in 2003 and then sold it to Cablevision in May of 2005. Mr. Green joined Giant Realm as CEO in January 2007. Chris Carella is the Chief Creative Officer at The Electric Sheep Company. He has received a Technical Emmy Award for his work on the L Word in Second Life project and was a producer on the Emmy Award winning Virtual Laguna Beach. Chris has a design role on most of The Electric Sheep Company projects. Chris teaches a course in applications of Virtual Worlds at Teacher's College, Columbia University with Professor Charles K. Kinzer. Outside of virtual worlds, his interests include augmented reality, serious games, social software and pervasive computing. Phil Guest, Senior VP, Global Advertising, Sulake Inc.: As senior vice president, Global Advertising, Sulake Inc., Phil Guest is instrumental in leading the continued development and growth of Finnish-based Sulake’s top property, Habbo, the world’s largest virtual world for teens. Guest is responsible for generating global advertising business by identifying and developing opportunities with companies interested in engaging youth audiences in an interactive online environment. He works with brands to build sustained advocacy programs and on-going campaigns utilizing in-game activities, brand placements and virtual goods. Guest joined Sulake in February 2007 as the managing director for Habbo UK. Soon after joining, he took responsibility for product management across Western Europe, adding Germany and the Netherlands to his portfolio, among others countries. Guest duties soon extended as regional director to include most of the European markets. Recently, Guest has taken on the task of building Habbo’s global advertising business, drawing from his vast experience as a major contributor to building Habbo’s core product. Prior to joining Sulake, Guest’s career spanned TV, radio, magazines and the Internet. He started out in Emap’s consumer magazine division before he joined the Internet revolution in 1998 with London’s top radio station, Capital Radio, as part of their groundbreaking Interactive division. In 2001, Guest transitioned to Fox Kids children's television network as online general manager, later becoming commercial director for Europe, working across TV advertising, online, licensing and programming. Guest joined AOL in November 2004 as director of Strategic Alliances, brokering many of the company's significant commercial partnerships, including the deal that led to AOL acquiring AdTech. Guest was later given the responsibility of managing AOL UK’s Commercial Development team, brokering deals across all aspects of AOL's business - from ad sales and marketing to product development and technology. Tim Chang, Principal, Norwest Venture Partners: focusing on Wireless and Digital Media investments, and also leads Norwest's China initiatives. Tim led NVP's investment in 3jam and Lumos Labs, and serves on the board of directors for both companies. He is actively involved with NVP's wireless portfolio, including deCarta, DoubleFusion, and Clairmail. Prior to joining Norwest, Tim was a Principal at Gabriel Venture Partners, where he established and led the Wireless investment practice, and was actively involved with investments in Placeware (acquired by Microsoft), Iridigm (acquired by Qualcomm), IPWireless (acquired by NextWave), Skycross, NextG Networks, Sequoia Communications, Kajeet, and Eyespot. Tim served as a director on the boards of Iridigm, Sequoia Communications, Kajeet, and Eyespot. Before entering the venture capital industry, Tim was a Product Manager at Gateway, where he launched Enterprise products into the Japanese market, and began his career as a tri-lingual development engineer for General Motors, working across China, Korea, and Japan. Tim is an active contributor to the wireless industry, and serves on the advisory boards of Telecom Council Silicon Valley, TiEcon, Under-the-Radar, Wireless Communications Alliance (WCA), CommNexus (San Diego Telecom Council), VC Task Force, Silicon Valley Chinese Wireless Association, and Digital Hollywood. Tim received his MBA from the Stanford Graduate School of Business, where he graduated in the top 10% of his class as an Arjay Miller Scholar. He also holds an MSEE and BSEE in Electrical Engineering from the University of Michigan, where he was a Deparmental Scholar and received full fellowship. Tim is also an accomplished musician and actor, and continues to perform around the Bay Area.