Hollywood director James McTeigue is best known for his dark visualization of dystopian novel V for Vendetta in the film of the same name. He also second unit directed The Matrix Trilogy and Star Wars Episode II: Attack of the Clones. He knows a thing or two about gamer culture infiltrating films.
On Monday, March 25, McTeigue will take the stage at [a]list summit San Francisco to talk about the power games have to deeply engage their audiences, and how the young medium continues to influence films and filmmakers. It’s a topic he covered briefly in a video interview with us late last year.
[a]list summit San Francisco looks at what it calls “The New Rules of Engagement.” It’s how creative methods of content marketing are now part of the game marketer’s arsenal, from new approaches to videos to the still growing influence of social media and the rise of eSports. The lineup of speakers crosscuts traditional and digital game publishing. Senior marketers from stalwarts such as EA, Square Enix and Warner Bros. join those squarely in the digital space, such as Sony Online, Wargaming and Trion. For this summit, [a]list is partnered with Game Connection, the hugely successful networking event for game publishers and developers now in its tenth year in the US. This year, Game Connection runs March 25-27, once again taking over the Sir Francis Drake Hotel. The [a]list summit portion of the event is a full day of speakers and panel sessions scheduled for Monday, March 25. Capping the summit will be a ceremony for the winners of the [a]list-sponsored Game Connection Marketing Awards. Those who register for [a]list summit SF also get access to the full lineup of sessions being offered by Game Connection America on Tuesday, March 26. (Register for “Conference Pass” here.)
The agenda is as follows:
Opening Keynote: The Future of Game Marketing Greg Short, CEO, EEDAR.
Panel: Let the Games Begin.
The growth of eSports as a force in experiential game marketing is undeniable. The largest events now rival live sports. Despite the investment and resources they need, there is precedence that these programs are effective in generating mass awareness and genuine fandom. This panel gathers those who have successfully organized eSports events to discuss how to approach strategy, goals and execution.
Panelists: Caleb Fox, Head of eSports, Wargaming. Mark Donovan, President, Xfire. Moderated by Kenna Ranson, Marketing Director, Xfire.
Panel: Leading with the Right Trailer.
Trailers are the original ‘original content’ tactic for marketing entertainment. Debuted 100 years ago by Lowe theatre ad manager Nils Granlund, they are now as much a part of game marketing as films. Nowhere are they more important than that first glimpse at announcement. In 2011, the completely unknown Dead Island took gamers by storm with a CG trailer. This panel looks at the right approach to game trailers, looking at the merits and the right timing for CG, live action and game play.
Panelists:Richard Scott, Executive Producer & Managing Director, Axis Animation. Rasmus Hoejengaard, Director of Creative Development, Crytek. Nathan Kitada, Director of Operations, “The Game Station” at Maker Studios. Moderated by Gary Goodman, Principal, Creative Director, Ayzenberg Group.
Panel: Using Games to Sell Games.
Branded apps, augmented reality games, incentive-based social sharing programs – more and more game marketers are using these to lure fans to their games. This session explores the effectiveness of digital engagements, whether online, on your smartphone or elsewhere, and how to discover the right approach based on your product and target audience.
Panelists: Craig Mitchell, Brand Manager, Warner Bros. Tuhin Roy, CEO and Founder, Fanzy. Karl Stewart, Global Brand Director (Tomb Raider), Square Enix. Lori Neubauer, Sr. Product Marketing Manager, Microsoft Xbox. Moderated by Calvin Lui, President and Chief Strategy Officer, Unified.
Panel: Games as Community, not Commodity.
Games as a service can be a misnomer, given that the core experience is entertainment. The real shift taking place with these types of games has less to do with how they are defined as a commodity. Like sports, it is more about how they engender fan community. This session looks at how the focus in persistent and multiplayer games should be on the lifecycle of the player and strategies for community engagement, not just community management.
Panelists: Jaap Tuinman, Director of Social and Community, Electronic Arts. Linda Carlson, Director of Community Relations, Sony Online Ent. Elizabeth Tobey, Director of Community, Trion Worlds. Moderated by Dennis Fong, Raptr.
Closing Keynote: James McTeigue
James McTeigue, V for Vendetta, The Matrix Trilogy, Star Wars Episode II: Attack of the Clones, speaks about the power of entertainment to engage gamers.
For up to the minute information on speakers and sessions, please go to the [a]list summit San Francisco information page.