audio (22 MB)
Today, casual games are one of the most popular forms of entertainment. If we take into account the large number of casual game players and the terrific growth rate of the industry, it becomes evident that advertising in casual games is not only profitable but also has tremendous potential moving forward. The integration of ads into casual games is a more attractive prospect for monetizing games than banners, subscriptions or sponsorships. The key is interactivity, which allows the advertisement to become an essential part of the gameplay of a title. The main attraction for advertisers is that casual games are aimed at a more adult audience when compared to hardcore games. Because of that, casual games are the perfect means for promoting goods and services aimed at an audience with more discretionary income than young people. For developers, publishers and distributors, advertising in casual games is a good way to earn additional revenues from casual players; unfortunately, not every company uses this approach. The session is going to help people realize the potential of placing advertisements in casual games and demonstrate the tools with which casual games can bring additional revenues.
Delivered at Casual Connect Kyiv, October 2007
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Michael Dyachkov (email)
Mikhail Dyachkov graduated from Moscow University and received a Ph.D from the University of British Columbia. He is a founder of several software development companies, including Pingram and PBXpress, and a co-founder of the ISDEF (the Independent Software Developers' Forum). Mikhail also acts as a representative for TrialPay in Eastern Europe. TrialPay is a new payment method that allows consumers to pay for a product by trying or buying something from a trusted advertiser.
Vladimir Vainer (email)
С 1987 года работает в области рекламы и PR. Разработчик и организатор региональных конкурсов, социальных проектов, программ, выставок. До 2002 года работал в качестве консультанта и преподавателя в области PR, фандрайзинга и социального маркетинга с рядом ведущих международных и российских благотворительных организаций и бизнес-корпораций. Соавтор книги «Справочник «зеленого» пиарщика», автор более ста статей, учебных курсов и семинаров по PR, социальной рекламе, привлечению ресурсов и организации кампаний. Выпускник программы IREX «Community Connection». С 2002 по декабрь 2004 года - директор по маркетингу и PR издательства «Индекс Дизайн», издающего альбомы современного российского графического дизайна, креатива и рекламы. Один из организаторов выставки работ победителей Нью-Йоркского клуба арт-директоров (ADC Global) в России, дальневосточного фестиваля рекламы и дизайна на Амуре «ГлАмур».
В 2004 году создал агентство Grand Prix Agency, специализирующееся на организации специальных событий и проведении исследований эффективности рекламы. Член экспертного совета всероссийского конкурса «Газетный дизайн», соучредитель и председатель оргкомитета конкурса эффективности социально-маркетинговых кампаний «Индекс Брэнда». С 2004 читает курсы и лекции в рамках образовательных проектов МГУ, ГУ-ВШЭ, Института репутационных технологий «Арт Имидж» и т.д. С 2005 года – официальный представитель международного фестиваля рекламы Clio Awards в России, инициатор проведения ежегодной конференции «Новые медиа и реклама в компьютерных играх», ежегодного конкурса Russian In-Game Advertising Awards, эксперт Фонда развития информационной политики.
Sergei Eliseev (email)
Sergey Eliseev is a co-founder and the CEO of Media Contact (formerly Sunny Games). In 2001, he helped establish the company as a casual game developer. In 2004, the company decided to move to a new business model, and started distributing game software for free. In 2006, the company was renamed to Media Contact to reflect the new approach. For the last four years, the company has developed over 100 downloadable and online games for various platforms and published over 20 games from independent developers. In addition, Media Contact owns several game portals hosting millions of unique visitors per month, including www.gametop.com and www.gameteam.com.
Scott Cohen (email)
Scott Cohen, CEO VideoAdGames and founding Partner in the Red Tie Media Group. Scott is the former President of Game Trust, a leading developer and provider of Internet game software and technology. He is currently serving as advisor to several Internet companies, and spearheading development of a newly funded venture in interactive advertising (www.VideoAdGames.com). Cohen has over 30 years experience in strategic deal making, negotiation and leadership, playing a major role in developing businesses during the growth of the Internet in the US and Europe. He has demonstrated success in both corporate and entrepreneurial environments, most recently in media, interactive marketing, and entertainment. As a co-founder and senior level executive, Cohen was critical to the success of two IPO's over the past nine years: LivePerson (NASDAQ: LPSN), and 24/7 Media, sold to WPP (NasdaqGS:WPPGY) for $649 Million in July 2007. Cohen has worked with the most senior executives in a variety of leading companies, including New World Communications Group, MacAndrews & Forbes Holdings, Revlon, Marvel, Coopers & Lybrand, Harris Interactive, SixDegrees, ShopNow, HCD Market Research, and many others.
Cohen earned his Masters in Business Administration in 1988 from the University of Rochester, William Simon School of Business, after ten years in the real estate industry. Cohen currently serves on the Board of Directors for Double Trump, LeadFusion, and Active Response Group.
Tatiana Chernova (email)
Tatiana Chernova joined Alawar Entertainment in September 2004. In the beginning, she was responsible for game localizations and translations. Today, she holds the position of Director of Marketing Communications and PR. Her responsibilities include soliciting coverage of the company's projects through the mass media and the strategic planning of PR campaigns. Additional duties include the planning and organization of Alawar’s participation in exhibitions, conferences and other events. Moreover, Ms. Chernova serves as PR Advisor of the Casual Games Association (CGA). She's also responsible for coverage of CGA activity in East European mass media and the organization of CGA Europe: East. Tatiana holds a Master’s Degree in Linguistics and a second Master’s Degree in Economics and Management. Before coming to Alawar, she worked as a TV journalist and the host of a program featuring notable stories about city life in Russia.
