Next Generation Advertising Tools and Formats

audio (40 MB)

Advertising opportunities and advertising-based business models within and around casual games are evolving and, as they do, the value proposition for players and advertisers alike are increasing. Recent advancements in technology are taking placements beyond web ads, pre-roll and interstitials and into areas widely, but mistakenly, thought to be the domain solely of hardcore videogames: 3D placements, achievement-based promotions and more. This panel discussion between game ad providers and top casual game portals and publishers provides glimpses at the new advertising capabilities, looks at the key learnings thus far, and discusses the next steps and key considerations for moving the dial forward.

Delivered at Casual Connect Seattle, July 2008

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Jonathan Epstein (email)

As CEO of Double Fusion, Jonathan Epstein brings a record of launching and building the most successful gaming media properties worldwide. Epstein is responsible for providing strategic vision and direction for the company.
Before joining Double Fusion, Epstein was co-head United Talent Agency’s digital media group. Prior, Epstein served as executive vice president and general manager for IGN Entertainment, acquired by Fox Interactive Media in 2005. Epstein came to IGN with the sale of GameSpy, where he was president and established the company as a major media player. Epstein was founding president and CEO of GameSpot.com where he reshaped the way gamers acquire information.

Chris Houtzer (email)

Chris Houtzer is the Director of New Media in the Games group at RealNetworks, where he’s primarily responsible for building the North American advertising business for RealArcade and GameHouse. Prior to joining Real in 2004, Chris was Senior Manager at WetFeet in San Francisco where he developed a successful online careers service for University Career Centers. In 2000, Chris sold InternshipPrograms.com, a company he started out of college to WetFeet. Chris holds a B.A. in Economics and Management from Albion College.

Ran Cohen (email)

Ran Cohen leads a group of experts focused on identifying product and service opportunities to improve advertising agency performance. He was previously responsible for Eyeblaster’s emerging media initiatives including: in-game, mobile and on demand advertising. Prior to Eyeblaster, he held senior positions as VP of Business Development and Senior Director of Product Marketing in various companies including Comverse Technology (NASDQ: CMVT) and Odigo where he managed teams and projects in mobile applications, IPTV and instant messaging.
He holds a BA in Economics from Hebrew University and an MBA from Tel Aviv University.

Beatrice Spaine (email)

Beatrice leads global marketing and business strategy for Pogo.com™ and Club Pogo™.Beatrice was formally the Senior Director of Marketing and Sales Operations for the Pogo brand. As Sr. Director of Marketing and Sales, she oversaw the launch of Pogo’s subscription service, Club Pogo™ and its downloadable games offering, Pogo To Go™. She also coordinated the launch of Pogo globally in the UK, Germany and France. She joined Pogo in 2000, prior to the company’s acquisition by Electronic Arts™.

Prior to joining Pogo, she worked in investment banking (emerging markets bond research). Beatrice earned her bachelors degree at Stanford University.

HOME \| LECTURES & ARTICLES \| BUSINESS MODELS \| Next Generation Advertising Tools and Formats audio (40 MB) Advertising opportunities and advertising-based business models within and around casual games are evolving and, as they do, the value proposition for players and advertisers alike are increasing. Recent advancements in technology are taking placements beyond web ads, pre-roll and interstitials and into areas widely, but mistakenly, thought to be the domain solely of hardcore videogames: 3D placements, achievement-based promotions and more. This panel discussion between game ad providers and top casual game portals and publishers provides glimpses at the new advertising capabilities, looks at the key learnings thus far, and discusses the next steps and key considerations for moving the dial forward. Delivered at Casual Connect Seattle, July 2008 DOWNLOAD Jonathan Epstein (email) As CEO of Double Fusion, Jonathan Epstein brings a record of launching and building the most successful gaming media properties worldwide. Epstein is responsible for providing strategic vision and direction for the company. Before joining Double Fusion, Epstein was co-head United Talent Agency’s digital media group. Prior, Epstein served as executive vice president and general manager for IGN Entertainment, acquired by Fox Interactive Media in 2005. Epstein came to IGN with the sale of GameSpy, where he was president and established the company as a major media player. Epstein was founding president and CEO of GameSpot.com where he reshaped the way gamers acquire information. Chris Houtzer (email) Chris Houtzer is the Director of New Media in the Games group at RealNetworks, where he’s primarily responsible for building the North American advertising business for RealArcade and GameHouse. Prior to joining Real in 2004, Chris was Senior Manager at WetFeet in San Francisco where he developed a successful online careers service for University Career Centers. In 2000, Chris sold InternshipPrograms.com, a company he started out of college to WetFeet. Chris holds a B.A. in Economics and Management from Albion College. Ran Cohen (email) Ran Cohen leads a group of experts focused on identifying product and service opportunities to improve advertising agency performance. He was previously responsible for Eyeblaster’s emerging media initiatives including: in-game, mobile and on demand advertising. Prior to Eyeblaster, he held senior positions as VP of Business Development and Senior Director of Product Marketing in various companies including Comverse Technology (NASDQ: CMVT) and Odigo where he managed teams and projects in mobile applications, IPTV and instant messaging. He holds a BA in Economics from Hebrew University and an MBA from Tel Aviv University. Beatrice Spaine (email) Beatrice leads global marketing and business strategy for Pogo.com™ and Club Pogo™.Beatrice was formally the Senior Director of Marketing and Sales Operations for the Pogo brand. As Sr. Director of Marketing and Sales, she oversaw the launch of Pogo’s subscription service, Club Pogo™ and its downloadable games offering, Pogo To Go™. She also coordinated the launch of Pogo globally in the UK, Germany and France. She joined Pogo in 2000, prior to the company’s acquisition by Electronic Arts™. Prior to joining Pogo, she worked in investment banking (emerging markets bond research). Beatrice earned her bachelors degree at Stanford University.