15th JUNE, 2011
delegate guide
The King’s Fund, 11–13 Cavendish Square London, W1G 0AN
www.mgamingsummit.com
CONTENTS/welcome
04 Floor Plan 06 Conference Schedule 08 Speaker Highlights 10 Networking Drinks 12 Thank You to Our Sponsors 12 Exhibitor Profiles Welcome to the mGaming Summit It’s official: 2011 is now the year of mobile gambling.Yes, we’ve had a few false dawns, but the arrival of mass penetration smartphones and better data plans – and the growing thirst for mobile games as well – has seen mobile gambling hit the sweet spot for both gambling operators and mobile phone companies. 2011 is the year when enthusiasm for interactive social gaming tips over into punters placing a small wager on the outcome. And from there we will see an explosion of gambling growth. The other key driver is the boom that has already happened in 2010 in mobile interaction and betting at sporting events. Football stadia across the world are all looking at how to move from their weekday mobile and online offerings into compelling – and premium – services they can offer in game. This has already become a mass market with mobile sportsbook betting in the US becoming an established part of the gaming experience and the thing that has comvinced the mobile and gambling industries that mobile gambling finally has legs. But it doesn’t end there. The rise of interaction with TV talent shows is likely to spill over into how gaming and gambling can be added to programme formats. Earlier this year FremantleMedia brought its nascent gaming division into the core of its business and is looking at how to create really interesting new formats around its TV brands that include gambling spin offs. Bringing these to strands together, 2011 has all the ingredients to make mobile gambling not only an acceptable way to while a way a few minutes, but an increasingly integral part of social networking, game play and enjoying sporting fixtures: both live and on TV. It will also become part of the whole media consumption experience. Hence the Mobile Gaming Summit 2011 – which is here to guide you through this brave new world. Covering everything from how to develop apps and m-web sites, to the latest mobile gambling products and services, along with the crucial questions of getting the money in and out of the system and meeting the complex web of gambling regulation, the event is stacked full of the leading lights and experts in these fields. So dive it. Enjoy Jarvis Todd Alex Pratt Managing Director, Publisher, Telemedia 360 iGaming Business
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FLOORPLAN
P1
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Burdett Foyer
Catering
WC
Dis. W
Conference Room 1
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iGaming Business
2
Play’n Go
3
OpenMarket
4
Mfuse
5
Media Area
Conference Room 2
FLOORPLAN
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3
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Burdett Conservatory
Registration
Bar
P2 P3
Speakers Green Room
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To Outside Courtyard
WC
Cloakroom
Entrance
Main Entrance
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conference schedule 9.00 – 9.30 registration and coffee 9.29 – Introduction from Paul Skeldon, Editorial Director, Telemedia-news.com 9.30 – 10.00 OPENING KEYNOTE NAVIGATING THE MOBILE LANDSCAPE Apps, mobile web, smartphones and tablets: we all know the digital media landscape is changing fast and devising a comprehensive yet adaptable mobile strategy is now an inevitable fact of gambling business life. Success will require agile thinking and the ability to embrace new ideas that should complement your existing gambling strategy. So it’s time to consider the range of new providers, technologies and disciplines that mean it’s your gambling service that’s in the hands of those high tech, highly demanding and highly lucrative players – while they’re on the move. Dr Windsor Holden, Principle Analyst, Juniper Research and author The Mobile Gambling Report 10.00 – 10.30 SCENE SETTER UNDERSTANDING THE MGAMBLING MARKET AND ITS CONSUMERS Insight into the profiles of who uses mobile gambling – and who doesn’t – along with insight into how key gambling brands, network operators, phone makers and others have used this data to create hugely successful mGambling products. Darren Mark Noyce MMRS MCIM, Founder & MD, Skopos
TRACK 1 10.30 – 11.30 UNLOCKING APPS STORES & M-WEB “Understanding and optimising format and delivery technology” 10.30 – 10.40 PRESENTATION Mastering Apps Stores Appstore marketing
12.00-12.15 PRESENTATION Successful mobile marketing Ed Chater, group account director, Somo 12.15- 13.00 PANEL DISCUSSION Ed Chater, Group Account Director, Somo
native vs. m-web apps
John Davis – Head of Acquisition, Rank Interactive
How users find your app
Nick Marsh – Mobile Sales Director, EMEA, Mojiva
How appstores value apps
Matthew Sunderland – Managing Director, Probability PLC
How to successfully publish your app
CHAIR: Josh Morris, Commercial Director,Virgin Games
Appstore restrictions Appstore ecosystem How to get top position in app stores Henrik Mandal, Kyoogi 10.40 – 11.30 PANEL DISCUSSION Apple, Google, GetJar, Ovi, Amazon & Facebook: Working with Google & Apple Giving Apple, Google, Nokia or anyone the keys to the front door Revenue share – will the 30% concept spill into sports betting and gaming? Avoiding lock-in Working within the App Store environment Pros and Cons of Webscraping or building in HTML5 Will web apps and m-websites replace app-store apps?
13.00 – 14.00 LUNCH 14.00 – 14.30 SCENE SETTER INNOVATIONS AND DEVELOPMENT IN THE MOBILE SPACE “Understanding the challenges and complexities of running a serious mobile business” Examples and case studies of very successful mobile services globally Yudhishter Gopalkrishna,Vice President, International Sales and Business Development, July Systems CHAIR: Paul Skeldon, Editorial Director, Telemedia-news.com 14.30 – 15.30 LINKING INTO SOCIAL NETWORKS “Working with the most powerful marketing phenomenon of the decade”
James Mooney, Head of Sales UK, GetJar;
The relationship between social networks and mobile
Matt Jellicoe, CEO, Offsidegaming and OffsideBet.com
Developing apps for facebook – how and why?
Henrik Mandal, Kyoogi;
Using social networks for acquisition and brand awareness
Deri Jones, SciVisum
Creating value through social gaming and social portals
Marcus Wareham, CEO, MFuse
Advertising strategies for mobile customers through social media
CHAIR: Dr Windsor Holden, Principle Analyst, Juniper Research
Darren Pollard, independent gambling consultan
11.30 – 12.00 COFFEE & NETWORKING
Jaydeep Chakravartty, Business Development manager, Cozy Games Steve Rothwell, Eagle Eye Technology Mark Slade, MD, 4th Screen Advertising
12.00 – 13.00 MOBILE ADVERTISING AND MARKETING GETS CONSUMERS GAMBLING
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CHAIR: Paul Skeldon, Editorial Director, Telemedia-news.com 15.30 – 16.00 Coffee and Networking
conference schedule 16.00 – 17.00 BILLING & PAYMENT “Put the “M” into your “Commerce” and maximise conversions” 16.00 – 16.15 PRESENTATION Obstacles and Opportunities in mPayments The evolving models of mPayments The potential benefits to Operators Obstacles to watch out for Ukash experience – apps and more Future opportunities – and how Ukash can help David Hunter, CEO, Ukash Chris Newell, CEO, ImpulsePay
TRACK 2 10.30 – 11.30 PRODUCTS & SERVICES “What do high tech mGambling consumers really value in the experience?” Which mobile games work best and why? Who’s playing? Where and when? Cross sales opportunities for other premium applications The value chain from game creator and brand to gambling operator and network Fredrik Kjell is the Head of Poker at Ongame Enric Solé, Chief Information Officer at International Mobile Sportsbook Company
16.15 – 17.00 PANEL DISCUSSION Mobile billing uncovered – from card payments to premium SMS The merits of pre-registered cards Where does Google, Amazon and Apple “one click” fit The pros and cons of Payforit and other operator billing schemes Integrating new mobile payments into your games Managing the charge backs Mark Gibson, Head of Mobile Gaming Forum, AIME David Hunter, CEO, Ukash CHAIR: Andrew Darling, Associate Director of Marketing & Communications – EMEA, OpenMarket
13.00 – 14.00 Lunch 14.00 – 15.00 M-GAMBLING AT LIVE EVENTS “Serious fun and games with mobile and connected devices” 14.00 -14.15 PRESENTATION Live device detection for Paddy Power A practical guide to offering live betting at events Case Studies from sports clubs, gambling operators and networks Technology requirements and capabilities to make it work Zico Moro, MTLD.mobi
Ross Sleight, Chief Strategy Office, Somo Chair: Darren Pollard 11.30 – 12.00 COFFEE & NETWORKING 12.00 – 12.30 PRESENTATION CONVERTING FREE PLAYERS TO REVENUE STREAMS “How to get to 1million players”
14.15 – 15.00 PANEL DISCUSSION Vincent Leonard, Sportsbook product manager, Blue Square, part of Rank Interactive Andrew Pegler, Business Development Director, MFuse Steve Cook, European MD, Bet Tracker Zico Moro, MTLD.mobi CHAIR: Lee Booth, IMT
Techniques for converting free players TV-Mobile interaction Rich media apps Adding video and live streaming to gaming Apps David Wainwright, founder, NetPlay.tv CHAIR: Adriaan Brink, iCoins 12.30 – 13.00 PRESENTATION CRM AND
15.00 – 16.00 CROSSING THE CHANNELS “Creating a genuine multi channel offering for the mobilised consumer” How to create a seamless mobile, online and land-based service offering Sree Reddy Vanga, MD, Cozy Games Marcel Puyk, Cellectivity
DATA HARVESTING “Using what you know to get people playing” Capturing and using mobile consumer data to engage the consumer in gambling services
16.00 -17.00 LICENCES, REGULATION AND JURISDICTIONS “Protecting great ideas and protecting those valuable customers”
Interactivity via mobile channels to drive gambling uptake
Licensing requirements for mobile gambling
Using mobile CRM tools to add value and relevance to gambling services
Obtaining the right licence Understanding the legal and regulatory implications of mGambling
How the latest mobile marketing developments can benefit your service, and your customers
The laws of billing, advertising and mobile commerce
The importance of user experience and integrated CRM
Jurisdictions for mobile web and apps
How to use mobile payment solutions to upsell credit card payments and increase margin Oisin Lunny, OpenMarket CHAIR: Adriaan Brink, iCoins
The relationship between gambling and mobile regulations
Matt Jellicoe, CEO, Offsidegaming and OffsideBet.com Robin Le Prevost of Alderney Gambling Commission Wes Himes, Policy Action CHAIR: Hilary Stewart-Jones, Berwin Leighton Paisner
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SPEAKER HIGHLIGHTS Dr Windsor Holden, Principal Analyst, Juniper Research Dr. Windsor Holden is Principal Analyst with Juniper Research. He has authored more than 40 full length reports for Juniper Research, including four editions of its much heralded Mobile Entertainment series: his recently published reports include Mobile Gambling Markets: Casinos, Lotteries & Betting, Mobile Operator Business Models: Challenges, Opportunities & Adaptive Strategies, Mobile Entertainment Strategies: Markets, Opportunities & Forecasts and Mobile Augmented Reality: Opportunities, Forecasts & Strategic Analysis. A regular conference speaker, Dr Holden is also a former Research Fellow of the Institute of Communications Studies, University of Leeds. Dr Windsor Holden will be presenting: 9.30-10.00 OPENING KEYNOTE – Navigating the Mobile Landscape
James Mooney, Head of Sales UK, GetJar Having spent six years of managing the Agency Sales Business at Microsoft Advertising, James Mooney holds a vast amount of experience and knowledge of the UK advertising industry. Demonstrating continued success whilst managing the Publics, WPP and Omnicom accounts, Mooney was responsible for building one of the leading digital sales organisations in the UK. As a result, Microsoft Advertising consistently topped the IPA Digital Media Owner survey and most recently won Campaign’s Digital Media Owner Award. In addition to this, Mooney was responsible for recruiting and retaining senior talent and representing Microsoft Advertising to the UK Agency and Advertiser communities. Having joined GetJar in 2010, Mooney is responsible for developing new and existing relationships with UK app developers and publishers, driving partnerships and strengthening GetJar’s voice amongst advocates in the UK. James Mooney will be presenting: 10.30-11.30 Unlocking Apps Stores & M-web in Conference Room 1
Robín Le Prevost, Director of ecommerce Development, Alderney eGambling Limited Alderney has been licensing and regulating remote gambling since 1999. Alderney hosts many of the worlds leading online gambling companies and is the largest technical centre for eGambling in the world. Recently Alderney launched a radical new regulatory framework destined to set the benchmark for online regulation. Alderney’s new licensing framework separates the operation into two distinct areas, i.e. the entity having a relationship with the player (B2C) and the entity effecting gambling on its gambling platform (B2B). These will now require separate licences, so allowing the AGCC to tailor licences to the specific focus of each gaming company. ‘We believe that what we have created has the ability to change the way online gambling regulation is conducted in the future. We have developed a model which sits comfortably with the varied and changing requirements of players, other jurisdictions and the industry. With our technical resources, favourable tax structure and now a regulatory framework for the 21st century we look forward to welcoming many more of the world’s leading operators and service providers to Alderney’. Robin Le Prevost will be presenting: 16.00-17.00 Licences, Regulation and Jurisdictions in Confrence Room 2
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SPEAKER HIGHLIGHTS
Jaydeep Chakravartty, Business Development Manager, Cozy Games Jaydeep is responsible for undertaking new business initiatives, maintaining and developing relationships with Cozy Games existing partners. Jaydeep brings in nine years of product and marketing experience with him, having worked with industry veterans like Ladbrokes Plc and 32Red Plc. Being an MBA from Demontfort University, UK and an Electronics Engineering graduate has helped Jaydeep to develop business and technical skills. Jaydeep has a proven track record of identifying new revenue streams and has successfully launched Cozy Games products in Mobile and Social Platforms. Jaydeep Chakravartty will be presenting: 14.30-15.30 Linking into Social Networks in Conference Room 1
Andrew Pegler, Business Development Director, Mfuse Andrew Pegler is the Business Development Director of Mfuse, the London based leader in the supply of mobile betting & gaming products. Andrew is responsible for all commercial activities at Mfuse and his recent joining coincided with Mfuse winning the 2011 EGR Award for Mobile Supplier of the Year. Prior to Mfuse Andrew was the Sales Director of Chartwell, the pioneering Canadian online casino company, and before that he was the Commercial Director of the innovative Swedish games company Jadestone. With almost 10 years of eGaming experience at hand Andrew has developed business relationships with some of the sector’s biggest operators including bwin, the Tote, Betfair, Rank Interactive and Unibet. Andrew maintains a high profile and strong network within eGaming and is regularly called upon to write features for trade magazines and to speak at industry events. Andrew Pegler will be presenting: 14.00-15.00 M-Gambling at Live Events in Conference Room 2
Steve Cook, European MD, Bet Tracker Steve Cook has been European Managing Director for Bet Tracker since January this year. Previously he was with NYX Interactive and Tribeca Tables, and also spent 8 years at Sega Europe as General Manager. Bet Tracker, the premiere award winning mobile sports betting and tracking application enables Sportsbooks to capitalise on the latest mobile technology. Integrates into any Sportsbook’s existing backend. Tracks bets in-play with live game statistics and advanced win/loss probability calculations. Steven Cook will be presenting: 14.00-15.00 M-Gambling at Live Events in Conference Room 2
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NETWORKING DRINKS
WEDNSEDAY 15TH JUNE
mGaming Early Evening Drinks Reception Sponsored by Cozy Games 18:00 – 19:30 at King’s Fund We close the formal part of the event with a drinks party and delicious canapés served in the Burdett Conservatory and courtyard. This is a great opportunity for attendees to meet all our speakers and sponsors in an informal setting and a great way to get the evening’s festivities well underway. VENUE: 11-13 Cavendish Square, London W1G 0AN
WEDNSEDAY 15TH JUNE
mGaming Networking Drinks Sponsored by OpenMarket 19:30 – Late at Club Bond mGaming Summit is delighted to be partnering with the iGaming Social which allows all participants to continue networking with over 200 additional iGaming executives. Don’t miss this fantastic opportunity to rub shoulders with key decision makers during this stylish finale. VENUE: 24 Kingly Street, London, W1B 5QP
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Copyright 2010 OpenMarket Inc. All rights reserved. OpenMarket is a business of Amdocs.
THANK YOU TO OUR SPONSORS/ exhibitor profiles
THOUGHT LEADER SPONSOR
Refreshment Bar & Networking Drinks Sponsor
lanyard SPONSOR
Early Evening Drinks Reception
EXHIBITORS
media partners
Cosy Games Cozy Games is the home of tomorrow’s online, mobile and social gaming products and a leading force in the development of integrated gaming solutions. Founded in 2005 by a team of gaming industry experts, we offer our partners a wealth of gaming knowledge and advancements in technology.
iGaming Business
Stand1
iGaming Business is the leading supplier of information to the online gaming industry. Through our magazines; iGaming Business and iGB Affiliate, directories, intelligence reports and events we have been serving the industry for over eight years. Over 91,000 operators, affiliates and vendors regularly utilising this information to make better informed business decisions.
Mfuse
Stand 4
Mfuse is the world leader in mobile betting and gaming technology and powers the success of its many clients such as Ladbrokes and Sportingbet. Mfuse is 8 years old, London based, privately held and is 100% focused on the provision of high quality products and services for the betting and gaming industry.
Skrill Skrill, operating Moneybookers, is a leading independent online payments and eWallet service with over 17 million account holders. Over 80,000 merchants use Skrill’s payments service, including global partners such as eBay.com, Skype and Betfair. The eWallet enables any client to make online payments instantly, conveniently and securely. Without revealing personal financial data, clients can send and receive money online using just an email address.
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exhibitor profiles
OpenMarket
Stand 3
OpenMarket operates a leading global mobile transaction hub offering a comprehensive set of payments, messaging and emerging services to enterprises, merchants and developers. From the largest consumer brands to the smallest business ventures, we empower companies to monetize their services, expand their marketing initiatives and strengthen customer relationships by leveraging the mobile channel. OpenMarket provides the most reliable cross-channel, cross-network platform with extensive mobile operator connections globally. Our unique set of integrated hub applications and managed services, connects any provider of any mobile applications over any technology, to build, deliver and monetize customer-centric mobile business models.
Play’n Go
Stand 2
Play’n GO designs and develops top-quality online gaming applications ready for express distribution through a multitude of popular media. Invite your customers to enjoy engaging casino, bingo and lottery games directly through their Internet browsers, on their mobile phones and on video lottery terminals (VLT).
Telemedia-Monthly Discover how to capture high value customer profiles, commercialise audience participation and extend digital brands by linking network and micro billing technology to just about any media distribution channel. We report on how creative content and interactive consumer propositions (such as games & gambling) are being developed and monetised using the most ubiquitous connection you have with high tech consumer “eyeballs and earlobes” – the fixed line and mobile network.
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