Brian Robbins - THE BLACK ART OF ADVERGAME DEVELOPMENT

audio (46 MB)

As the casual games market continues to mature, brands and marketers will become an increasingly viable source of funding for game development. The most successful developers will be the ones who know how to meet the needs of advertisers while still creating compelling games. This session will provide in-depth information on how the branded content business works today, and how developers can position themselves to take advantage of this space in the future.

Specific topics covered will include:
* How advergame projects come to life
* Pitfalls of working with brand-focused clients
* Success metrics and why they matter
* Review and approval processes Just because the game is helping to sell products, doesn't mean the developer had to sell their soul.

In many cases, brands can be more willing to try new approaches and styles of gameplay than a typical publisher. Savvy developers can take advantage of this to explore games they otherwise would not be able to.

Delivered at Casual Connect Amsterdam, February 2008

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Brian Robbins (email)

Brian Robbins has been active in the online gaming industry since 1999 and is widely recognized as one of the most influential developers in online gaming today. He is co-founder and chair emeritus of the International Game Developers Association’s (IGDA) Casual Games Special Interest Group (SIG), and has also served as Chair for the IGDA’s Online Games SIG. An accomplished developer, Brian has been the lead programmer on over 70 published titles, with contributions to more than 100 games, and has worked with a host of worldwide brands including Coors, Gap, Dodge, FedEx, Pog and Best Buy to name but a few.
As Executive Producer and Gaming Evangelist, Brian is responsible for providing on-the-ground technological and creative insight to Fuel’s New York clients. His vast experience in the gaming industry allows Fuel to continue producing the most technologically advanced and enjoyable games online today while ensuring that they create measurable ROI for the client.
Brian has presented at numerous industry conferences on topics ranging from business and design issues to technical implementation. Brian is an evangelist for the adoption of innovative media and business models. Prior to joining Fuel Industries, Brian held positions at Game Trust, Worlds Apart Productions and CleverMedia.

HOME \| LECTURES & ARTICLES \| BUSINESS MODELS \| THE BLACK ART OF ADVERGAME DEVELOPMENT audio (46 MB) As the casual games market continues to mature, brands and marketers will become an increasingly viable source of funding for game development. The most successful developers will be the ones who know how to meet the needs of advertisers while still creating compelling games. This session will provide in-depth information on how the branded content business works today, and how developers can position themselves to take advantage of this space in the future. Specific topics covered will include: * How advergame projects come to life * Pitfalls of working with brand-focused clients * Success metrics and why they matter * Review and approval processes Just because the game is helping to sell products, doesn't mean the developer had to sell their soul. In many cases, brands can be more willing to try new approaches and styles of gameplay than a typical publisher. Savvy developers can take advantage of this to explore games they otherwise would not be able to. Delivered at Casual Connect Amsterdam, February 2008 DOWNLOAD Brian Robbins (email) Brian Robbins has been active in the online gaming industry since 1999 and is widely recognized as one of the most influential developers in online gaming today. He is co-founder and chair emeritus of the International Game Developers Association’s (IGDA) Casual Games Special Interest Group (SIG), and has also served as Chair for the IGDA’s Online Games SIG. An accomplished developer, Brian has been the lead programmer on over 70 published titles, with contributions to more than 100 games, and has worked with a host of worldwide brands including Coors, Gap, Dodge, FedEx, Pog and Best Buy to name but a few. As Executive Producer and Gaming Evangelist, Brian is responsible for providing on-the-ground technological and creative insight to Fuel’s New York clients. His vast experience in the gaming industry allows Fuel to continue producing the most technologically advanced and enjoyable games online today while ensuring that they create measurable ROI for the client. Brian has presented at numerous industry conferences on topics ranging from business and design issues to technical implementation. Brian is an evangelist for the adoption of innovative media and business models. Prior to joining Fuel Industries, Brian held positions at Game Trust, Worlds Apart Productions and CleverMedia.