digital entertainment world (dew) 2015 gaming, tech marketing breakdown futurxtv & funk gumbo radio...

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3-25-2015 - Written By: David L. $Money Train$ Watts Journalist/Film Reviewer

FuTurXTV & HHBMedia.com Howard Hobson Funk Gumbo Radio Cameramen

Auggie Cavanagh & LeTisha Tucker Raymond C. Reed Global Media Village & David

Velo Stewart Editor HHBMedia.com www.hiphopbattle.com

I went to the Digital Entertainment World (DEW) 2-10th-12th-2015 and I had a very

productive and informative time. I felt DEWs second year at the Hyatt Regency Century

Plaza was more of a defining time because there was more networking and engaging with

various exhibitors than DEW 2014. Once you know what to expect around a particular

conference you can really focus on hearing the keynote speakers that most appeal to you.

The panels were again broken into the four tracks of (Video, TV, Movies); (Brands,

Advertising); (Games, Interactive) and (Music, Video, Rights). Which makes it very easy to

plan out your time most effectively at DEW. Some of the best panels that I went to were on

gaming and one in particular below was one I could say I enjoyed the most at DEW 2015.

THE BATTLE TO BE DISCOVERED AND ACQUIRE USERS IN MOBILE

GAMES

Time: 12:20pm - 1:00pm

Location: Games, Interactive

Speakers:

Terence Fung, Chief Strategy Officer, Storm8

Philip Hickey, VP, Marketing & Communications, Seriously

Christine Lee, Director of Business Development, Americas, Chartboost

Eric Ma, Director of User Acquisition, Scopely

Moderator: Scott Brovsky, Head of Marketing and Community, Muti Labs

Session Description:

With so much competition in mobile games today, the App Store, Google Play and other

mobile game marketplaces have become vicious battlegrounds where the winners reap

huge monetary rewards and the losers often perish. With costs rising to acquire users that

monetize and provide a solid LTV, it is crucial to have a winning strategy and partnerships

for discovery and UA. This panel will discuss the marketing technologies, platforms,

analytics, social outlets and traffic sources needed to succeed in the competitive mobile

games landscape today.

David L. $Money Train$ Watts FuTurXTV HHBMedia.com [email protected] www.hhbmedia.com David Velo Stewart
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(L-R) Terence Fung, Chief Strategy Officer, Storm8, Eric Ma, Director of User Acquisition, Scopely, Christine

Lee, Director of Business Development, Americas, Chartboost, Philip Hickey, VP, Marketing &

Communications, Seriously and Moderator: Scott Brovsky, Head of Marketing and Community, Muti Labs

I liked this gaming panel a lot because the panelists were talking mostly about the costs of

launching mobile games and the real time cost to acquire users. This was also a very timely

panel because it occurred only a week after Super Bowl XILX. There was a lot of talk

among the panelists about the merits of whether mobile game publishers should buy local

cable TV ads or instead shooting for the moon with expensive and flashy Super Bowl ad

campaigns like Machine Zones Game of War: Fire Age and Supercells Liam Nielson

Revenge ad for Clash of Clans. Phillip of Seriously Games was very impressed that Clash

of Clans was actually one of the best ads during the Super Bowl. And he thought Game of

War was very bad ad because it focused more on Kate Uptowns cleavage than the game

itself. He said, I guess they know their audience. Its not the way they would go. But we

are very interested in doing a super bowl ad and were looking at the economics because we

are still a startup. Phillip then said, If it scores well and the UA or user acquisition costs

make sense. And it must all go together with their overall marketing strategy. I strongly

agree that Liams AngryNeesom52 ad with Clash was about true gamer engagement and

made one really think that one could get so caught up playing Clash that even Liam would

resort to using his Taken 3 persona to threaten a fellow Clash gamer who dares challenges

him. It would have been more impressive if Game of War had given millions of Super Bowl

ad viewers a chance to enter a new promo code that unlocked a Kate Upton DLC character

that one could actually play in the game. Kate was just a sexy/silly prop for Game of War.

Game of War: Fire Age Super Bowl XILV Youtube Link: http://tinyurl.com/n99qezb

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Clash of Clans Super Bowl XILV Youtube Link: http://tinyurl.com/o7q9yxb

I asked the panel if it was true that mobile game developers were still favoring to create

iOS games first and Android second because iOS developers still made way more money

than Android games in profits and in-app advertising. Terrence of Storm8 said from a

developers perspective we are fully on board with Android. And if anything tools out in

the market such as the Unity Engine that supports letting a developer publish their games

in both Android and iOS. In fact, Unitys mobile game engine can support Windows 8,

Blackberry and Tizen. So from Terrences perspective you are only going to see more

games on both platforms. Phillip says they launch on IOS first, but soon right away on

Android on the GooglePlay store because there is massive upside to Android now. And

Phillip said that Android Google is doing a much better jobs with marketing campaigns,

editorizing and higher quality campaigns. I will say Android has gotten its swag going on.

Christine said when she first joined Chartboost three years ago iOS was probably 80% and

Android was 20% of the traffic of mobile games. She wouldnt talk about the exact revenue

of iOS or Android, but she said right before the 2014 Holidays we actually hit 50/50 traffic

between iOS and Android. Which she said is insane because that traffic is the actual

number of users who are opening their games and coming back. Which is the total amount

of traffic. And it really depends statistically where you are looking like what country and

what categories. For example, Christine said from a country standpoint who would have

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guessed that Russia is the number #1 highest bid for Android. And for iOS its Norway. Its

interesting to see by country where there is the most interest and then where developers are

willing to bid the highest to launch their new games. And Christine said when you

breakdown categories you get strategy, card and casino are top on Android while casual

games are more the leaders on iOS. It depends on how you approach the market. Android

is a no brainer its huge, said Christine. And I have to say now that it is a good thing for

the gaming Industry that developers and publishers are not making game development

decisions and investments no longer solely on revenue. We are only bound to get better

mobile and PC games when developers are aggressively engaged on both iOS and Android.

But I still do not think Android game developers in the U.S. are going to reach revenue

parity with iOS game developers anytime soon as long as Apple dominates the smart phone

market. And the Apple Watch will only increase the number of iOS games that will be

purchased and downloaded for free. And Android will only be an equal revenue alternative

to iOS when better Android devices and smart phones seriously can outsell iPhones/iPads.

I also have to say that during DEW this year I took part in an impromptu interview session

with other multicultural and diverse press and attendees. The interview show was

organized by Shirley Husar of the Washington Times and the focus was to discuss issues

like the digital divide in minority communities, Blacks in gaming and the importance of

more minorities attending important tech, marketing and gaming events like DEW 2015.

And I am sure I will find the interview link soon and get it posted on HHBmedia.com

because we all had a great discussion that was moderated by Shirley. What I nor Shirley

knew at the time of the interview was that two of our panelists were the app developers for

@Vendedy, described as Etsy meets eBay for street vendors globally, and ironically we

were discussing how to get more minorities in tech and Vendedy actually won the DEW

startup contest. Vendedy sounded like a great idea as soon as its CEO, Christine Souffrant

described it during our interview session. I could easily see how she was allowing or better

yet empowering millions of global street sellers to market their goods to billions of digital;

consumers. Vendedy which was I imagined expertly pitched by Christine as the first mobile

bidding marketplace for street vendors beat out some other top tech startups. Clearly and

esteemed panel of VC judges chose @Vendedy to win a prize of $75,000. Vendedy proved

at DEW 2015 that diversity in tech is much needed because a great idea really has no color.

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Vendedy Founder & CEO Christine Souffrant won the DEW 2015 Startup Pitchtest Competition.

Vendedy Founder & CEO Christine Souffrant received a $75,000 prize package, which

included a $25,000 investment in the company (in the form of a convertible note) and another

$25,000 in business consulting and legal services from MDM. Souffrant also received an

invitation to the San Francisco office of IDG Ventures for a two-hour consultation with senior

partners of the firm, along with a full year of free hosting service on Rackspace ($24,000

value).

In announcing its decision, the panel of judges cited Vendedy for, among other things,

encapsulating the power of "digital" with its global/borderless strategy; the impact of its

compelling visuals/images; the power of micro-transactions in a new digital "share economy"

world, where even those with little can connect due to deep mobile phone penetration; and, the

concept of social impact, which is increasingly important to millennials and older age groups

as well.

DEW 2015 Highlights & Photos Of My Favorite Panels:

DIGITAL ENTERTAINMENT WORLD WRAPS SECOND CONFERENCE WITH SOCIALLY RELEVANT CLINTON GLOBAL INITIATIVE & IBM-

FUNDED COMPANY WINNING STARTUP COMPETITION

Hundreds of C-Level Speakers & Attendees From Across the Digital Ecosystem Gathered

at Headline-Generating Los Angeles Conference & Expo for Three Days of Deal-Making

and More Than 100 Sessions Featuring 300 Top Executives & Thought Leaders

LOS ANGELES, Feb. 17, 2015 Hundreds of C-Level thought-leaders the digital and

entertainment worlds attended the unique three-day Digital Entertainment World (DEW)

conference in Los Angeles last week, engaging in networking, deal-making and headline-

generating discussions. DEW wrapped Thursday after 100-plus sessions featuring more

than 300 notable speakers from across the digital ecosystem, all high-level executives from

top media and entertainment companies encompassing the television, film, digital video,

music, publishing and game industries.

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Additionally, judges from leading VC firms tapped the Clinton Global Initiative- and IBM-

backed Vendedy, described as Etsy meets eBay for street vendors globally, as the winner

of DEWs Manatt Digital Media (MDM)-sponsored Startup Pitchtest competition. Vendedy

Founder & CEO Christine Souffrant received a $75,000 prize package, which included a

$25,000 investment in the company (in the form of a convertible note) and another $25,000

in business consulting and legal services from MDM. Souffrant also received an invitation

to the San Francisco office of IDG Ventures for a two-hour consultation with senior

partners of the firm, along with a full year of free hosting service on Rackspace ($24,000

value).

In announcing its decision, the panel of judges cited Vendedy for, among other things ,

encapsulating the power of "digital" with its global/borderless strategy; the impact of its

compelling visuals/images; the power of micro-transactions in a new digital "share

economy" world, where even those with little can connect due to deep mobile phone

penetration; and, the concept of social impact, which is increasingly important to millennials

and older age groups as well.

The headline-generating conversations throughout the week, many related to monetization

challenges and opportunities, included:

Steve Mosko, President of Sony Pictures Television, discussing original content for

Crackle and Playstation, including the notion that, as people begin to unbundle and put

together personal bundles, free is a good option to have.

Ynon Kreiz, President, Maker Studios, on how Disney has embraced Maker and

revealed it has increased YouTube views by 11.5 billion, according to the Los Angeles

Times.

Antonio Lucio, Global Chief Marketing Officer, Visa, conversing with CNBCs

Julia Boorstin about the value he and other major advertisers see in the online world.

Eddy Moretti, CCO, VICE Worldwide, hinting at a Vice cable network,

commenting on the Brian Williams situation and how traditional medias sad state of

affairs gives VICE more credibility.

Thomas Gewecke, Chief Digital Officer, Warner Bros. Entertainment, outlining

how technology is leading an incredible pace of innovation that is changing all

distribution models, and how companies need to experiment to bring content to all

available channels.

Music also played a key role in the conference, with panelists describing how they see a

bright future for digital, with more and more artists adapting to it.

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Among the View from the Top participants taking part in a Music Leadership

Roundtable discussion were Bruce Flohr, Chief Strategy Officer/EVP, Red Light

Management, Partner, Greenlight Media and Partner, ATO Records; Ken Hertz, Senior

Partner, Hertz Lichtenstein & Young LLP; Bill Silva, President, Bill Silva Entertainment;,

Chris Stephenson, Chief Marketing Officer, SFX Entertainment; and moderator Ralph

Simon, Chairman & CEO, Mobilium Global. Interactive technologies also played a key

role in the View from the Top roundtable featuring Oren Boiman, CEO & Co-Founder,

Magisto; Chris DeWolfe, CEO, SGN; Will Keenan, President, Endemol BEYOND (USA);

and moderator Omar Shamout, Technology Reporter, Los Angeles Business Journal.

Pressing topics covered across the digital ecosystem at DEW included:

The changing definition of short-form

Charging for content vs. ad-supported models

What Snapchats entry into the original content and content distribution space

means for creators

The delicate balancing act between content and commerce

The future of console gaming in the wake of the mobile free-to-play gaming

phenomenon

Importance of distribution, content and collaboration in order to succeed in original

video content

Diversity in content and the importance of authenticity when partnering with

brands

Bundled content services vs. a la carte

Summarizing the media landscape in a discussion looking toward the future, Robert

Tercek, Chairman, Creative Vision, said, There are major differences between the old

20th century economy and new 21st century economy, and it is important for companies to

know which universe they are living in as these two alternate universes have completely

different business models.

Breaking news at DEW included Digital Citizens Alliances new statistical report disclosing

that piracy has shifted from file-sharing and downloading to now predominately being

online video streaming. Tom Galvin, Executive Director, Digital Citizens Alliance, said at

the groups panel, Good Money Gone Bad: Digital Thieves & The Hijacking of the Online

Business, that video streaming is the only platform generating more revenue than the year

before. Galvin said the annual revenue was up more than 50 percent.

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In addition, Kathleen Grace, CCO, New Form Digital announced Incubator Series 2 at the

Next Gen Content Producers: Paving the Way in the Digital Age panel at DEW on

Wednesday. The Incubator Series 2 will produce and distribute 10 short films that will be

unique to the digital viewing audience.

DEW also featured several Fireside Chats and Featured Presentations throughout the

conference, with each addressing a different segment of the digital entertainment

ecosystem, including:

Steve Comstock, SVP and CIO, CBS Interactive

Simon Waters, SVP, Global Brand Licensing & Publishing, Hasbro

Ahmed Abbas, COO, Qsoft Holding

Beth Murphy, CMO, Deezer

Meredith Valiando Rojas, Co-Founder & CEO, DigiTour Media LLC

Jeanie Han, CEO, LINE Euro-Americas Corp.

Jonanthan Azu, General Manager & Executive Vice President, Red Light

Val Boreland, Executive Vice President, Head of Programming and

Production, Revolt TV

Gene Hoffman, Chairman and Chief Executive Officer, Vindicia

Thomas Siegman, EVP Innovation, Strategy & Client Relations, RSG Media

Systems

Allison Stern, Co-Founder and Vice President, Enterprise, Tubular Labs

Nicolas Beraudo, EVP Worldwide Sales, GM US, App Annie

Patrick Eichmann, Senior Director of Sales, West, Fiksu

Michael Cai, SVP, Games & Digital, Interpret, LLC

Gary Greenstein, Partner, Wilson Sonsini Goodrich & Rosati

Zane Vella, CEO and Founder, Watchwith

Octvaio Flores, Country Manager, Paysafecard


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Paul Kontonis, Chief Marketing Officer, Collective Digital Studio Executive

Director, GOVA

Barry Whitley, Director of Solutions Architecture, Highwinds

Sponsors for 2015 DEW included: 3Pillar Global, App Annie Inc., Anvato, AT&T,

Beachfront Media LLC, Brightcove, Digital Citizens Alliance, Ericsson, Fiksu, Flipps

Media, Inc., GOVA (The Global Online Video Association), Highwinds, Interpret, LLC,

hiVolume Media Company, Inc., Kwaai Oak CTO- easing start-up angst, Limelight

Networks, Loeb & Loeb LLP, LyricFind, Magisto, Manatt, Phelps & Phillips, MediaBrix,

Miptv/ Mipdigital Fronts, New Century Capital Partners, Inc., Ooyala, Paysafecard,

Piksel, PluraVida, Popsugar, Recurly, Inc., Rohde & Schwarz, RSG Media Systems,

SeaChange, Senzari, SGN, SmartTones.tv, SoundExhchange, Supersonic, Stage Ten,

Telescope, Total- Apps Inc., Tubular Labs, UI Centric, Venable LLP, Verizon, Vindicia,

Inc., YUME, Watchwith, Wilson Sonsini Goodrich & Rosati and XiveTV.

For more information about DEW, including a complete list of speakers and the full

agenda, visit www.DEWExpo.com.

About Digital Entertainment World

DEW is a joint venture between IDG World Expo, an award-winning producer of

tradeshows and events, including Macworld/iWorld, the MacIT Conference, the

Electronic Entertainment Expo (E3), and The Game Marketing Summit, and Digital

Media Wire, a media and marketing consultancy and event producer with leading events

including DMW Week NYC, NY Games Conference, Future of Television, Digital Music

Forum and LA Games Conference.

KEYNOTE: ANTONIO LUCIO, GLOBAL CHIEF MARKETING AND

COMMUNICATIONS OFFICER, VISA

Time: 10:15am - 10:45am

Location: Main Hall

Speakers:

Keynoter: Antonio Lucio, Global Chief Marketing and Communications Officer, Visa

Interviewed by: Julia Boorstin, CNBC Media & Entertainment Reporter, CNBC

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HOLLYWOOD & GAMES: OPPORTUNITIES AT THE INTERSECTION OF CONTENT AND TECHNOLOGY

Time: 11:35am - 12:15pm


Speakers:

David Stelzer, Head of Games Department, Creative Artists Agency

Chris Petrovic, Head of Corporate Development & Licensing, Kabam

Peter Levin, President of Interactive Ventures and Games, Lionsgate

Andrew Stalbow, CEO, Seriously

Keith Boesky, Principal, Boesky & Company

Moderator: Marc Graser, Senior Editor, Variety


This panel brings together a mix of companies and executives from the movie, television

and games industries to share ideas about relationship between games and Hollywood and

how to create new business opportunities at the intersection of these two exciting media

industries.

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MONETIZING GAMES THROUGH FREE TO PLAY (F2P) MODELS

Time: 12:40pm - 1:20pm

Location: Main Hall

Speakers:

Bjorn Bock-Larsson, CEO, Reloaded Games

Christina Lee, Associate Director, Nexon America

Andrew Sheppard, COO, GREE International, Inc.

Michael Zhang, Founder & CEO, Firefly Games, Inc.

Moderator: Michael Cai, SVP, Games & Digital, Interpret, LLC


One of the most popular methods of monetizing games and social and mobile apps today is

the free-to-play (F2P) model, wherein the product is offered free of charge and then a

micropayment is charged for users to access premium features and virtual goods. This

panel will discuss the evolution of the F2P model with a focus on strategies for monetizing

in-game items and virtual goods. What is the future of F2P?

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VIEW FROM THE TOP: INTERACTIVE TECHNOLOGIES LEADERSHIP ROUNDTABLE

Time: 9:45am - 10:15am

Location: Main Hall

Speakers:

Oren Boiman, CEO & Co-Founder, Magisto

Chris DeWolfe, CEO, SGN

Will Keenan, President, Endemol BEYOND (USA)

Moderator: Omar Shamout, Technology Reporter, Los Angeles Business Journal


This panel of digital media leaders discusses the numerous devices, technologies, services

and platforms that are providing consumers with content rich interactive experiences while

removing barriers to the experience. How is technology driving new personal and enhanced

video and gaming experiences? What kind of experiences can we expect in the future?

KEYNOTE: THOMAS GEWECKE CHIEF DIGITAL OFFICER AND

EXECUTIVE VICE PRESIDENT, WARNER BROS. ENTERTAINMENT

Time: 10:15am - 10:45am

Location: Main Hall

Speakers:

Keynoter: Thomas Gewecke Chief Digital Officer and Executive Vice President, Warner

Bros. Entertainment

Interviewed by: Mike Vorhaus, President, Magid Advisors


Thomas Gewecke Chief Digital Officer and Executive Vice President, Warner Bros.

Entertainment

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Thomas Gewecke was named Chief Digital Officer and Executive Vice President, Strategy

and Business Development, Warner Bros. Entertainment in May 2013. In this position, he

is responsible for driving the Studios worldwide digital growth and managing its global

business strategy. Gewecke is charged with coordinating the companys various digital

distribution strategies to maximize the value of Warner Bros. content across all current

and emerging digital exhibition platforms. He also oversees Warner Bros. Technical

Operations and Corporate Business Development as well as Warner Bros. Home

Entertainments Direct-to-Consumer, Business Development and Flixster groups.

Prior to his current role, Gewecke served as President of Warner Bros. Digital

Distribution, a position he had held since January 2008. Under Gewecke, WBDD expanded

its global footprint to make the Studios movie and television content available for

transactional purchase in every major market, through more than 100 digital retail

partners, and was consistently recognized as a leader and innovator in the distribution of

digital content.

WBDD led the industry in offering On Demand movies day-and-date with DVD release,

bundling digital copies with new physical releases worldwide and making movies available

directly to fans through new channels, including Facebook and as international App

Editions on the iOS platform. To expand consumer access to the Studios vast library,

WBDD launched Warner Archive, a groundbreaking service that makes more than 1,000

out of print classic movie and TV titles available online and through manufacturing-on-

demand technology. WBDD also develops and distributes critically acclaimed digital

original programming and content, including H+ The Digital Series, named Best Action

or Sci-Fi Series at the 2013 Streamy Awards, and the Inside the Script series of digital

scripts, which received a 2013 Publishing Innovation Award. The division supported the

record-breaking 2013 Kickstarter campaign for the Veronica Mars feature film, which it

is distributing in 2014.

Gewecke oversaw the Studios May 2011 acquisition of Flixster and Rotten Tomatoes, a

leading mobile movie service and online aggregator of movie reviews. Flixster was the first

service to offer access to UltraViolet, the industry standard for storing digital movie

collections in the cloud, and is used on the web or mobile devices by more than 30 million

people every month, globally. Flixster serves as a leading provider of UltraViolet EST,

Digital Copy, and Disc to Digital services.


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Gewecke joined WBDD from Sony BMG Music Entertainment, where as Executive Vice

President, Global Digital Business he was responsible for worldwide digital business

development efforts and oversaw the creation of new digital ventures. In addition, Gewecke

oversaw the companys online advertising, digital long-form video and direct-to-consumer

commerce businesses, and led its expansion into the US off-deck mobile market.

Prior to Sony BMG, Gewecke was Senior Vice President of Business Development in the

Digital Services Group for Sony Music Entertainment, Inc, where founded and led its

mobile business, building a leading market position for the company, launching the

industrys first U.S. master ringtone offering in mid-2003 and becoming the only record

label to create and operate a major U.S. on-deck, direct-to-consumer mobile

storefront. Gewecke also supervised Sony Musics interest in certain digital media

investments.

Gewecke also held the position of Publisher of the PC World Online Network at

International Data Group, a leading publisher of print and online technology

magazines. During his tenure with the company, he built IDGs largest online publishing

division and oversaw the launch of multiple Internet properties. He also played a major

role in the development of IDGs overall digital strategy.

Gewecke graduated from Harvard College in 1991 with a bachelors degree, magna cum

laude, in social studies.

THE FUTURE OF INTERNET RADIO

Time: 11:15am - 11:55am

Location: Music, Video, Rights

Speakers:

Jack Isquith, SVP, Strategic Development & Content Programming, Slacker

Michael Jackel, Regional Vice President, West, Spotify

Jason Feinberg, Head of Artist Marketing, Pandora

John Rosso, President of Market Development, Triton Digital

Ty Roberts, Co-Founder and Chief Strategy Officer, Gracenote

Moderator: Seth Schachner, Managing Director, Strat Americas

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The majority of online Americans over 12 years of age use Internet radio, making it the

third most popular way that people discover new music, ahead of Amazon, YouTube,

Social Media and other sources, according to Edison Research. With the increase in its

popularity, there is a huge opportunity for advertisers who are increasing the allocation of

radio dollars to Internet radio platforms. As services move into the car, the opportunity is

expected to grow. This panel will discuss the future of Internet radio including marketing

and ad models.

THE BATTLE TO BE DISCOVERED AND ACQUIRE USERS IN MOBILE

GAMES

Time: 12:20pm - 1:00pm


Speakers:

Terence Fung, Chief Strategy Officer, Storm8

Philip Hickey, VP, Marketing & Communications, Seriously

Christine Lee, Director of Business Development, Americas, Chartboost

Eric Ma, Director of User Acquisition, Scopely

Moderator: Scott Brovsky, Head of Marketing and Community, Muti Labs


With so much competition in mobile games today, the App Store, Google Play and other

mobile game marketplaces have become vicious battlegrounds where the winners reap

huge monetary rewards and the losers often perish. With costs rising to acquire users that

monetize and provide a solid LTV, it is crucial to have a winning strategy and partnerships

for discovery and UA. This panel will discuss the marketing technologies, platforms,

analytics, social outlets and traffic sources needed to succeed in the competitive mobile

games landscape today.

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digital entertainment world (dew) 2015 gaming, tech marketing breakdown futurxtv & funk gumbo radio...

Documents

mobile games time

head of marketing

marketing communications

advertising games

marketing technologies

mobile game publishers

mobile game marketplaces

defining time