slides(6 MB)
What is a casual game? Ask this question of developers, publishers, game portals, advertisers or casual game consumers and you’ll get dramatically different answers. That’s because the definition of “casual” gaming is in constant flux as a result of a confluence of factors: from the explosion in game content online to the growth of high-speed internet access to new, more accessible game platforms to shifts in consumer behavior. As the market expands, the definition of casual gaming will only grow more nebulous. This has spawned myriad myths about casual gaming. Interpret LLC will expose and debunk these myths using research it has conducted with over 40,000 consumers. This session will also explore key trends impacting stakeholders along the value chain and forecast where we’re headed.
Delivered at Casual Connect Seattle, July 2008
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Michael Dowling (email)
Michael Dowling is the Chief Executive Officer of Interpret, an innovative media measurement and consumer research company with a unique focus on evaluating and measuring new media. Interpret’s clients include Electronic Arts, Activision, LG, OMD, Fox, Sony Pictures, Warner Home Video, among several other media, entertainment and technology companies. With nearly 20 years of experience, Dowling has spent his career successfully building new businesses in the entertainment and interactive industries. Prior to co-founding Interpret, Dowling led the Nielsen Company’s growth into emerging industries, such as video games, wireless and broadband. During his tenure, Dowling led the efforts to consolidate seven separate companies covering the film, video, music and book industries. In the process, Dowling identified an untapped market for VNU, and in 2003, launched the video game unit, Nielsen Interactive Entertainment (“NIE”). A pioneer in new media and measurement, Dowling is widely acknowledged as a thought leader in the in-game advertising industry, working with publishers, console manufacturers and in-game technology companies to establish in-game as a viable alternative to traditional media. Prior to joining Nielsen Entertainment, Dowling co-founded and served as President & COO of iFUSE, a youth oriented media company that provided integrated marketing solutions to major advertisers, such as Evian, Nike, Fox, Warner Bros., Altoids, among others. iFUSE’s investors included Coca-Cola, Interpublic Group of Companies, Alloy, Inc., Odyssey LP and Cisneros Television Group. Dowling also served as President of Dali Media, a software development company, which built an infrastructure to support massively distributed artificial intelligence for MMOGs.
