The Content track explores the many strategies for shaping your digital property’s success, whether by increasing accessibility through seamless transmedia, invoking the art of gamification for an ever-growing user-base, venturing between the physical and digital world or cracking the social game code. You’ll learn the principles and virtues of developing a global – yet local – brand, the ins and outs of licensing and how to use social media to your advantage.

April 25, 2012 - Day 1

Location: Ballroom H

11:00 am - 12:00 pm: April 25, 2012 - Day 1
Transmedia: Connected Play Crossing Seamlessly
Games and Media are now crossing seamlessly between digitally-connected toys, online platforms, a variety of consoles, hand-held and mobile applications. What are the pro’s and con’s of each of these platforms for a single product or brand? And how does Storytelling define and enhance the experience? This panel of experts will discuss how important a transmedia strategy is to the success of your digital property.
1:00 pm - 2:00 pm: April 25, 2012 - Day 1
Gamification: Meta-game
Acquisition, retention, and engagement are always three hot button topics.  One of the most successful ways to support acquisition, retention, and engagement in an interactive experience is the art of the “game”.  From developing a meta-game to fully gamifying your entire experience, you’re building the tools necessary for your audience to engage, compete, return, and desire more.  This panel discusses the art of gamification, what’s proven successful, tips to multiple platform play, and monetization.
2:30 pm - 3:00 pm: April 25, 2012 - Day 1
National Geographic, Smart Bomb & Microsoft: Gaming for Good
From consoles to caring - how we empower kids & families global giving through social gameplay

3:00 pm - 3:30 pm: April 25, 2012 - Day 1
Bop it! From a Toy to Social Game Case Study:
Bop it! was launched as handheld electronic game in 1996 by Hasbro under the Parker Bros brand. It has grown into an evergreen game sold around the world. The bop it! brand is growing with a broad range of products and expanding retail presence. Its unique appeal is a simple game where you compete to the beat by performing the physical actions you are told to do. 15 years later, the iPhone with its gestural and motion-based input seemed like the perfect medium for the game. Soon to come are social games for Facebook and console games for Kinect and Wii. The process of maintaining the product and brand vision, while moving into a digital world that now allows physical gestures as an interface posed some new interesting challenges. And the opportunities and challenges for social gaming - and increasing daily user count - takes even Bop it! further outside the traditional toy world. The rewards can be significant.

3:45 pm - 4:45 pm: April 25, 2012 - Day 1
Best Practices in Social Media
Content vs. Marketing vs. Advertising - Oh my. Social media can be daunting. The social media landscape changes it seems almost monthly and is growing exponentially. How do you leverage it effectively and where do you spend your time and attention?  This session will outline the opportunities and pitfalls and discuss major elements of social media available to you and your firm: Twitter, Facebook, YouTube, Tumblr, instant messaging, group chat, email, and more. Understand what works with digital kids and connected youth and what doesn't.

April 26, 2012 - Day 2

Location: Ballroom H

11:00 am - 12:00 pm: April 26, 2012 - Day 2
Family Gaming – It’s Not Just Child’s Play
Significant financial upside exists for those who crack the creative code of family games. More than half of parents already buy mobile apps for their kids, and say they wish games would provide a means to bond with their children in a fun, positive way. So how can the game industry transition from building kids' games that appeal only to kids, isolating them from their parents, to games that the entire family can enjoy?  Take a constructive look at how to move from stand-alone kids titles to cross-platform, asynchronous and asymmetrical gameplay, how to engage players with varying skills and motivations, and key constructs for successful family games, with engaging demonstrations that exemplify great cross-generational play.
1:00 pm - 1:30 pm: April 26, 2012 - Day 2
Case Study - Monetization
Panel will discuss how kids and tween developers have lowered acquisition costs and increased revenue via parent engagement. Case studies include Facebook parent notifications, purchasing and spending permissions for games, virtual worlds, e-books and apps.
1:30 pm - 2:00 pm: April 26, 2012 - Day 2
Case Study: Lights, Camera, Download! Digital Marketing for "The Lorax"
Learn about the digital and mobile marketing efforts behind the launch of the hit movie – “Dr. Seuss’ The Lorax" and how Universal Pictures built excitement around the movie's release via Truffula Shuffula, the official game featuring fast-paced action, cute-as-heck art, social hooks and access to the movie trailer.

2:30 pm - 3:30 pm: April 26, 2012 - Day 2
Best Practices Shared On Licensing Success Stories:
When do you pull the trigger? How do you do it? With who? Come listen to those properties that have done it with style and ultimate success.

3:45 pm - 4:45 pm: April 26, 2012 - Day 2
Globalization Strategies: How Does Your Business Play Internationally?
Whether your strategy is full world domination from the start or a slow Risk-game strategy of taking territory by territory, globalization is a reality in any brand's long-term goals.  What are the areas that you have to be concerned with  - Payment systems, translation, local support staff, legal concerns, etc?  Is it better to do this in house, or trust a dedicated service? These questions and more will be answered by experts on globalization.

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