slides (3 MB)
As the casual games industry landscape has grown progressively competitive, innovative marketing tactics have become increasingly important to capturing consumer audiences. Over the last year, we’ve seen creative and successful promotional campaigns relying on pricing strategies, public relations, viral tactics through social networks and more. In this presentation, we will present case studies and explore how companies are utilizing a variety of innovative tactics to capture new audiences, retain current members and remain competitive in the growing competitive landscape.
Delivered at Casual Connect Seattle, July 2008
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Kate Pietrelli (email)
Kate Pietrelli is a marketing professional experienced in achieving company growth and branding goals through developing marketing and merchandising strategies. Kate currently drives the business goals for companies within the interactive entertainment industry as an Account Manager with TriplePoint. Prior to joining TriplePoint, Kate served as the Marketing Manager at Shockwave.com where she led the marketing and merchandising initiatives for the consumer products business. Before joining Shockwave, Kate worked with Sapient Corporation and provided the marketing and merchandising strategy for Sony Electronics’ online retail business, SonyStyle.com.
Kate earned a Bachelor of Arts in English Literature from California Polytechnic State University. She currently lives in San Francisco.
Russell Arons (email)
Ms. Russell Arons was appointed Vice President of Marketing of the EA Casual Entertainment Label in November 2007. In her role as the head of marketing for the Label, Ms. Arons is responsible for the global marketing strategy of the Casual Entertainment franchises (Harry Potter, Boogie, Smarty Pants, EA Playground, and future IP), evaluating future business opportunities, PR and Consumer Research For the Casual Entertainment Label.
Ms. Arons is an accomplished marketing executive with over 14 years of global brand management and entertainment marketing experience. Prior to her current position she led marketing organizations for the world’s industry-leading companies including Mattel, InfoSpace, and Hallmark Cards.
Previously she served as Vice President of Marketing at InfoSpace where she managed the marketing, PR, consumer research, and user experience for the On-Line and Mobile divisions. At Mattel, Russell was the Vice President and General Manager of the $1.5 billion Barbie toy business. In leading Barbie, she revitalized the brand through the expansion into home entertainment, live shows, and on-line experiences. Additionally, she masterminded the “Barbie & Ken Break-Up” which captured over 380 million media impressions. Also at Mattel, she served as Vice President of the Entertainment/Male Action toy business where she was responsible for selecting and securing entertainment properties for development.
Russell is a Magna Cum Laude graduate of Lake Forrest College in Illinois with degrees in Business and Philosophy and was nominated to Phi Beta Kappa, academic honorary society.
Chris Young (email)
Chris Young is General Manager, Product Marketing in the Games division at RealNetworks. Chris oversees customer acquisition, conversion and retention activities for North America. His primary responsibility is for PC/Mac games in the direct-to-consumer channel including: RealArcade.com, GameHouse.com, Sudoku.com and Trygames.com. He has 10 years of marketing experience in the casual and serious gaming sectors as well as the Internet and wireless industries. He has led pricing initiatives on products that included multiple subscription offerings, dynamic pricing and retail models. Chris received his MBA from Thunderbird School of Global Management.
