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Lecturer: KIM Jaesuck (a.k.a. gim tcaesvk), NEXON Corporation
This session presents a server post-mortem of Mabinogi: Heroes (renamed outside Asia to be Vindictus) which serves 40,000+ concurrent users in a single shard. Topics include memory management in .NET framework, database strategy, using reflection for productivity improvement, and best practices.
Format: Lecture
Track: Programming
Date/Time: Wednesday, May 12, 3:30 PM,
Room: Salon AB
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Moderator: Ian Swanson, Sometrics
Viral marketing is a key to the success of all players in the gaming industry. This group will discuss and determine the best viral marketing practices and how to yield the highest success in keeping your message continually spreading.
Goals for Discussion:
- Determine the best way to identify, motivate and sustain influencers
- Recruitment plan: How many influencers do I need and how am I going to get them?
- How to plan for sustained communication
- What should the message be? - Call to Action
Format: Roundtable
Track: Monetization
Date/Time: Wednesday, May 12, 2:00 PM,
Room: Harbor
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Moderator: Jason Wonacott, Wonacott Communications, LLC
Panelist: Jamie Ortiz, Atlus Online
Panelist: Calvin Yang, ijji.com
Panelist: Matthew Hannus, Sleepy Giant
Panelist: Donna Powell, Meteor Games
In the online world, player retention is a key to survival. But keeping players engaged in your online entertainment can be tricky with the fickle nature of consumers and low-barriers to entry. This panel will explore such topics as successful downloadable content/content update strategies for player retention, how to structure games, operations and payments to keep users coming back and business models that best encourage player retention.
Format: Panel
Track: Operations
Date/Time: Tuesday, May 11, 3:30 PM,
Room: Seaport
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Lecturer: Jon Grande, Exponential Entertainment, Inc.
Despite being lumped together by industry analysts, the press, marketers, and most participants within the industry - there is a distinct gap between the entertainment experiences provided by social games and casual games. Social games provide a tremendous elder-game experience but a huge vacuum in the moment-to-moment experience ... while casual games do the exact opposite - providing good moment-to-moment entertainment but then relying solely on leaderboards to deliver the experience of on-going fulfillment. The golden path lies in merging the two - providing a fulfilling elder-game experience, where each step is activated by fun moment to moment entertainment.
Format: Lecture
Track: General
Date/Time: Thursday, May 13, 3:30 PM,
Room: Harbor
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Lecturer: Chris Enock, Riot Games
Opportunities exist for companies to bring “free-to-play” games to casual gamers who are typically unwilling to spend on gaming, and to core gamers who typically spend hundreds of dollars annually on gaming. With “free-to-play,” gamers chose how much they pay, which is why a passionate and engaged audience helps drive growth.
Metrics show League of Legends (Riot Games’ debut title) gamers spend more time playing than typical “free-to-play” gamers. This engagement helped League of Legends win several awards and attract more than one million players in North America and Europe.
This talk discusses introducing “free-to-play” offerings to hardcore gamers with PR, advertising and community activities.
Format: Mini Lecture
Track: Monetization
Date/Time: Thursday, May 13, 2:00 PM,
Room: Salon EF
 F2P for the Core (to publish).pptx
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Lecturer: Jobe Makar, Electrotank
Lecturer: Michael Grundvig, Electrotank
Creating a browser-based MMOG is a mammoth undertaking accompanied by a unique set of challenges, ranging from handling avatars to minimizing long term costs for content creation. In this session, Mike Grundvig, CTO of Electrotank, and Jobe Makar, author of recently published “Actionscript for Multiplayer Games and Virtual Worlds,” discuss some of the biggest challenges a development team may face during this process, as well as specific, targeted solutions to address these issues.
Format: Lecture
Track: Programming
Date/Time: Tuesday, May 11, 10:30 AM,
Room: Salon EF
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Lecturer: Osma Ahvenlampi, Sulake
A peek into the work behind Habbo Hotel, a 10 year old web-based social game from before there was a name for social games. Why did we move Habbo Hotel to Facebook instead of creating a new product for the new era? How does one go about a transition between technology platforms and revisit all design decisions, switching major principles in the progress without alienating everyone? We're not even done yet. What do we have in mind for the year to come? I won't spill all secrets, but an attentive listener may catch a few clues...
Format: Lecture
Track: Monetization
Date/Time: Tuesday, May 11, 9:00 AM,
Room: Salon EF
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Lecturer: Matt Seegmiller, Muzzy Lane Software
This session will outline the programming challenges faced by Muzzy Lane Software as we built a platform to integrate 3D games with existing web services. Details on the solutions chosen to overcome these challenges will also be given, along with the pros and cons of each choice.
Format: Mini Lecture
Track: Programming
Date/Time: Tuesday, May 11, 3:30 PM,
Room: Harbor
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Lecturer: Rob Huber, The Amazing Society
Lecturer: Rick Lambright, Gazillion Entertainment
What is Complex Event Processing (CEP)? Can CEP possibly impact the way we make online games? Technologists from Gazillion Entertainment will show you how they are using CEP in exciting ways to make gameplay programming faster, more robust, and more powerful.
Format: Lecture
Track: Programming
Date/Time: Tuesday, May 11, 5:00 PM,
Room: Salon EF
CEP-LOGIN-2010-05-10b-Final.ppt
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Lecturer: Hermann Peterscheck, Riot Games
Content management systems are not generally considered as important parts of a development environment, but in the development and maintenance of a live service they are a critical and often overlooked component. The way content flows within a team during the development cycle and how it is delivered to customers in a reliable way is a problem best solved early in the development cycle. This talk outlines the basic structure of how content can be stored, version controlled and distributed both internally and externally.
Format: Mini Lecture
Track: Programming
Date/Time: Tuesday, May 11, 4:00 PM,
Room: Harbor
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Lecturer: George Garrick, Offerpal Media
In late 2009, the so-called “Scamville” controversy dealt a blow to the social gaming industry by questioning the integrity of some of the offers being presented as an alternative to direct payments. The industry quickly cleaned up its act and began enforcing higher standards for compliance, but that was just the beginning. How can the industry fully rebound from the controversy and tap the enormous potential of offer-based payments? Offerpal’s CEO argues that the industry can only succeed by creating a valuable, trustworthy user experience while simultaneously delivering innovative new ad formats that will attract big-brand advertisers to the space.
Format: Lecture
Track: Monetization
Date/Time: Wednesday, May 12, 2:00 PM,
Room: Salon AB
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Lecturer: Dallas Snell, Portalarium, Inc.
Given the choice to play a great game alone, or an average game with friends, most people choose to play with friends. The explosive growth of social networks and social gaming platforms demonstrates what psychologists have known for decades: the need to feel connected to others is as fundamental as food, water, and safety. Research shows that social connectedness is considered the number one predictor of happiness and well-being. To succeed in this era of social play, it is imperative that social design be moved to the forefront of game design… or developers may be left playing by themselves.
Format: Lecture
Track: General
Date/Time: Tuesday, May 11, 9:00 AM,
Room: Salon AB
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Lecturer: Andrew J. Leker, Mind Control Software, Inc.
How does one begin to design and develop a game that will remain engaging across multiple platforms, in several programming languages, and retain relevance to multiple genders? This session will explore at length the inherent challenges in developing a product that can exist across multiple platforms and be directly relatable to a wide variety of users. Two case studies will be analyzed: Vector City Racers, a 3D twitch-action Flash MMO geared at younger boys, and Little Fighters, a turn-based casual collectible card game geared towards the young and young at heart.
Format: Lecture
Track: Design
Date/Time: Wednesday, May 12, 2:00 PM,
Room: Seaport
LOGIN_2010_Designing Across Platforms 2010-05-05 004.ppt
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Lecturer: Brian Robbins, Riptide Games
This session will provide attendees with a firm understanding of what it takes to develop an iPhone game from the initial conception through it's release on the App Store and beyond. The target audience for this is studio heads and producers that are looking to get into the iPhone market or that need to manage iPhone development.
Format: Mini Lecture
Track: General
Date/Time: Wednesday, May 12, 4:00 PM,
Room: Seaport
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Format: Special
Track:
Date/Time: Monday, May 10, 3:00 PM,
Room:
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Lecturer: James Portnow, Rainmaker Games
Brazil is the next Korea. It is a highly advanced country with rapidly expanding economy and a growing middle class. It has the fifth largest population in the world and the tenth largest GDP. The only question left is: is it possible foreign entrepreneurs to capitalize on this market before it grows to the point where it doesn’t need us anymore?
In this lecture James Portnow will answer that question, discussing: how to navigate the tricky economic climate in brazil, how to overcome the existing hurdles (such as piracy, taxes and censorship), and how to become a publisher there with comparatively little capital investment. He will also go over the history of the Brazilian games industry and share his predictions for the next half decade there.
Format: Lecture
Track: Globalization
Date/Time: Thursday, May 13, 2:00 PM,
Room: Salon AB
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Lecturer: Jason Della Rocca, Perimeter Partners
While the thought of "failing" is scary to most people, it is in fact extremely liberating. How can we foster a tolerance for failure in terms of taking risks and experimenting? If we are failing, it means we are pushing the boundaries of what is possible. Further, how does such a culture for experimentation and innovation co-exist with the part of the industry that needs to be a serious business? As the business evolves how does that effect the economic model of risk?
Format: Lecture
Track: General
Date/Time: Tuesday, May 11, 2:00 PM,
Room: Salon AB
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Lecturer: Ali Moiz, Peanut Labs
Leveraging his experience developing alternate revenue streams for social gaming applications, Ali will speak on growth trends in monetizing social media and address evolution in the industry. This session explores the promise of next generation models of monetization by sharing aggregate user and early return data exclusive to LOGIN attendees to discuss how well truly targeted monetization encourages virality and user retention.
Ali will address how monetization companies may further increase transparency and promote responsible partnership and provide user data as insight into what sustainable long-term trends might look like for the alternative monetization space and the social media ecosystem.
Format: Lecture
Track: Monetization
Date/Time: Wednesday, May 12, 5:00 PM,
Room: Salon EF
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Moderator: Michael Cai, Interpret LLC
Panelist: Michael Zhang, Ray Flame Entertainment
Panelist: Kevin Xu, IGG
Panelist: Bill Wang, Perfect World
Panelist: Frank Cartwright, K2 Network / GamersFirst
This session will discuss Chinese online gaming companies' recent moves and strategy in western markets. After raising significant capital through IPOs on NASDAQ, several leading Chinese gaming companies are now targeting the U.S. consumer market with their differentiated content and business models. Whether your company competes against or cooperates with these Chinese gaming companies, it's important to join this discussion and learn about their stance, strategy, and tactics in the U.S. market.
Format: Panel
Track: Globalization
Date/Time: Thursday, May 13, 2:00 PM,
Room: Seaport
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Lecturer: Scott Dodson, Bobber Interactive
Life is slowly returning to the capital markets but the funding landscape has evolved. Most of the companies which were funded in 2007 would not be funded today. Targeted at early stage companies, teams, founders and would-be-entrepreneurs exploring and evaluating outside capital funding, Funding Fundamentals and Winning Propositions will cover what it takes to make a company fundable, ways to structure and execute a private offering, the sources and avenues for obtaining funding, and which domains are currently attractive to these investors.
Format: Lecture
Track: Business
Date/Time: Wednesday, May 12, 5:00 PM,
Room: Salon AB
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Lecturer: Neils Clark, DigiPen
Game developers, reviewers, and enthusiasts, have talked about "addictive gameplay" for years. But does the casual description shed light on an underlying danger? Are there some players for whom gameplay truly is addictive? If so, what are the risks, and what obligations do developers have regarding game design and creation?
Format: Lecture
Track: Design
Date/Time: Tuesday, May 11, 9:00 AM,
Room: Harbor
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Lecturer: Darion Rapoza, Entertainment Science
Game developers, reviewers, and enthusiasts, have talked about "addictive gameplay" for years. But what is addiction? Can the same techniques used in creating other "serious games" be used as preventatives for substance abuse and addiction, or are we replacing one problem with another?
Format: Lecture
Track: Design
Date/Time: Tuesday, May 11, 10:30 AM,
Room: Harbor
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Moderator: Jason Wonacott, Wonacott Communications, LLC
Panelist: Neils Clark, DigiPen
Panelist: Darion Rapoza, Entertainment Science
Game developers, reviewers, and enthusiasts, have talked about "addictive gameplay" for years. But what is addiction? Are games truly addictive? What are the risks of games, and what are the benefits?
Format: Panel
Track: Design
Date/Time: Tuesday, May 11, 2:00 PM,
Room: Seaport
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Lecturer: Thomas Bidaux, ICO Partners
Online games have been around for a while now and we all know the key mantra « It’s a service, not a product ». Or do we ?
Very often, in the haze of development, teams may lose their focus from this truth ; especially as the concept of service is not that clearly defined to begin with.
As well as fleshing out the concept of Online Game Service, this lecture will provide a practical overview on how its components should be designed and integrated in the production cycle to form an optimal player expérience.
Format: Lecture
Track: Operations
Date/Time: Thursday, May 13, 9:00 AM,
Room: Harbor
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Lecturer: Scott Dodson, Bobber Interactive
It has never been a better time in history for games. WoW is “water cooler” conversation. The Wall Street Journal writes about how Settlers of Catan is becoming the new “golf” for Silicon Valley start-up execs. Farmville, Pet Society, and their ilk dominate the social network feeds. And families and friends are choosing RockBand over TV. But this is just the beginning. The next frontier is the gamification of nearly everything in our daily lives. From travel to financial management, from ecommerce to advertising, game mechanics are unlocking revenue and revitalizing even the most staid industries.
Format: Lecture
Track: Business
Date/Time: Thursday, May 13, 10:30 AM,
Room: Salon AB
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Lecturer: Mike Goslin, Hangout Industries
Social games are becoming richer, deeper, and more complex as the focus shifts from rapid acquisition of users to how to keep those users playing (and paying) longer. Virtual worlds and MMOGs contain many lessons that can directly apply in the social gaming space to help with engagement, retention, and monetization. This talk explores some concrete examples of how to use rich virtual environments and avatars, customization, multiplayer games, and other techniques from the virtual world and MMOG space to build a next generation social game.
Format: Mini Lecture
Track: Design
Date/Time: Thursday, May 13, 2:30 PM,
Room: Salon EF
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Lecturer: Linda "Brasse" Carlson, Sony Online Entertainment
With a fresh, insider’s view of the complex and mutable relationship between game companies and widely varying “influencers” within the gaming industry, attendees will learn how to identify, approach, retain and engage the people who have a strong impact on the image of their game. They will be able to evaluate whether a formal community leader program is worth the time and effort required. Concrete examples and strategies will be presented, based on personal experience and using the SOE Community Influencer program as a case study.
Format: Lecture
Track: Community
Date/Time: Thursday, May 13, 5:00 PM,
Room: Salon AB
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Moderator: Sean F Kane, Kane & Associates LLC (f/k/a Drakeford & Kane LLC)
Panelist: Nicholas James Mitchell, Hughes Media Law Group, PLLC
Panelist: Tom Buscaglia, Dev-Biz, Inc.
Panelist: Mona Ibrahim, Imua legal Advisors
Panelist: Randall Price, ArenaNet, Inc.
This presentation will address how best for a developer to create, manage and build value in a start-up, by discussing the relevant IP issues, agreements and financing models used in relation to videogame companies. It will provide strategies for protecting and managing developer rights, royalties and content control while avoiding infringing on the rights of others.
Format: Panel
Track: Legal
Date/Time: Tuesday, May 11, 9:00 AM,
Room: Seaport
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Moderator: Jay Minn, The Amazing Society, a Gazillion Entertainment Studio
Panelist: Erin Hoffman, HumaNature Studios
Panelist: David Edery, Fuzbi
Panelist: Isaiah Cartwright, Arenanet
Panelist: Andrew J. Leker, Mind Control Software, Inc.
It used to be, "if it's just right for you, it's too hard." Then it became "if it's too easy for your, then it's just right". Have we come to "if it's too easy for you, it's STILL too hard?" As we enter a world where online games become more and more mass market, game designers must realize that the audience wants to be entertained just as much as they want to be challenged. Will you make MORE or LESS money if the game is easy? Are you throwing away great art and awesome programming with a game that is tuned wrong for the audience? Join us for an exciting discussion on this very important topic!
Format: Panel
Track: Design
Date/Time: Thursday, May 13, 5:00 PM,
Room: Seaport
LOGIN_2010_Jay_Minn_Panel.ppt
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Lecturer: Sande Chen
Lecturer: Anne Toole, The Write Toole
Mind-numbing grinding. Irrelevant stories. These are just a few of the charges leveled against story and quest design in MMOs. MMO content is one of the best tools to immerse players into a world and yet, when it's done badly, players often become frustrated or bored. Using concrete examples from current MMOs, experienced narrative designers Sande Chen and Anne Toole demonstrate how to avoid common story and quest mistakes and instead guide players towards a directed yet fun experience.
Format: Lecture
Track: Design
Date/Time: Wednesday, May 12, 5:00 PM,
Room: Seaport
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Lecturer: Monty Sharma, Vivox
This session will explore first-hand data of players and their social interactions within online games – including grouping, playtime, social disputes. Presented by Monty Sharma of Vivox, the session will be the first full release of empirical data collected by Vivox that will show patterns and trends that will positively affect how you make your game. The data will also include buying trends for virtual goods. The results by game type (MMO vs FPS), gender and price are intriguing and show a path forward for increased monetization from all games. Don’t miss this unique view into how your players are playing.
Format: Lecture
Track: Community
Date/Time: Wednesday, May 12, 9:00 AM,
Room: Salon AB
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Lecturer: Roman Zhikharev, 2pay inc.
People's payment habits are different. Each country or region has its own features of "payment culture". Excellent product and strong cooperation with your community is not always enough to win local markets. "How do people pay?" is the main question of the lecture.
Format: Lecture
Track: Monetization
Date/Time: Wednesday, May 12, 3:30 PM,
Room: Salon EF
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Lecturer: David Edery, Fuzbi
This session will explore the lifecycle of digital distribution platforms and provide concrete strategies for success in the major digital marketplaces. It should be of interest to both developers and publishers large and small, as it will address strategic errors commonly made by multi-billion dollar publishers and tiny startups alike.
Format: Lecture
Track: Business
Date/Time: Thursday, May 13, 9:00 AM,
Room: Salon AB
LOGIN 2010 DJE Lecture.pptx
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Moderator: Erin Hoffman, HumaNature Studios
Join the International Game Developers Association (IGDA)'s Online Games Special Interest Group to discuss emerging topics in the field of online games. Members and non-members are welcome, as well as representatives wishing to make contact with professional online game developers. Provide your feedback to guide future research directions for the SIG's whitepapers, discussion groups, and information resources.
Format: Roundtable
Track:
Date/Time: Wednesday, May 12, 5:00 PM,
Room: Harbor
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Lecturer: Quentin Staes-Polet, Kreeda games india pvt Ltd
The business of Publishing Games is one of the most lucrative gaming services. Yet, not too many established publishers have tasted success in the Indian Markets. So what fundamentals need to be in place before publishing games in India? The session provides the understanding of the Indian gaming eco-system, dissects the challenges and provides practical solutions to combat challenges and make publishing a profitable experience in India.
Format: Lecture
Track: Globalization
Date/Time: Thursday, May 13, 9:00 AM,
Room: Salon EF
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Moderator: Corvus Elrod, Zakelro Story Studio
Panelist: Brian "Psychochild" Green
Panelist: Dylan Fitterer, Audiosurf, LLC
Panelist: Andrew Stern, Stumptown Game Machine
Panelist: Charles "AngryWaffle" Berube, The Wasabi Project
Online games provide exciting opportunities and daunting challenges to the independent developer. Several developers, each with very different experiences and focuses, share the challenges they have faced, the obstacles they have overcome, and the hurdles they haven't in this indie-focused panel.
Format: Panel
Track: General
Date/Time: Tuesday, May 11, 5:00 PM,
Room: Seaport
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Moderator: S. Gregory Boyd, Davis & Gilbert
Panelist: Shane M. McGee, Sonnenschein Nath & Rosenthal LLP
Panelist: Randall Price, ArenaNet, Inc.
Panelist: Dr. Andreas Lober, Schulte Riesenkampff
Panelist: Scott Warner, Garvey Schubert Barer
Today, very few games are made and sold in just one country. This panel will have international attorneys discussing cross-border issues associated with the financing, development, marketing, and distribution of games. The panel will focus on major international markets, including the US, EU, and Asia. The discussion will include best practices for clearance and coordination between legal and business teams around the world.
Format: Panel
Track: Legal
Date/Time: Wednesday, May 12, 9:00 AM,
Room: Seaport
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Lecturer: Brenda Brathwaite, Slide, Inc.
Making the leap from AAA to super social requires lots left at the gate, and there's so much new to learn. Industry veteran Brenda Brathwaite shares her experience.
Format: Lecture
Track: Design
Date/Time: Tuesday, May 11, 2:00 PM,
Room: Salon EF
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Lecturer: Brett G. Durrett, IMVU, Inc.
For many companies Open Source Software offers the ability to keep limited development resources focused on problems specific to the product being developed while allowing a community of millions to develop generic product components and infrastructure at no cost. This approach was critical to IMVU’s success in discovering the right product that would lead to a profitable business. However, as your infrastructure and product rely on OSS, common problems and “technical debt” can accumulate. This session presents real-world examples from IMVU to demonstrate the benefits and difficulties of building a successful company using OSS.
Format: Lecture
Track: Programming
Date/Time: Thursday, May 13, 3:30 PM,
Room: Salon EF
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Format: Keynote
Track: General
Date/Time: Thursday, May 13, 12:00 PM,
Room: Grand Ballroom
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Lecturer: Bill Grosso, Live Gamer
Based on the most talked-about presentation at the Virtual Goods Summit '09, this presentation goes in depth about the game-changing metrics, measurements and levers in managing a virtual goods economy. Bill's recent presentation can be viewed here: http://www.slideshare.net/wgrosso/managing-a-virtual-economy
Format: Mini Lecture
Track: Monetization
Date/Time: Thursday, May 13, 3:30 PM,
Room: Salon AB
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Lecturer: Nikolaus Davidson, The Amazing Society
Human beings are predictably irrational when it comes to decision making. Even highly intelligent, mathematically conversant people will make decisions based on emotional, rather than logical factors, when the circumstances are right. Those decisions can often frustrate and confuse a game designer, but when viewed through the right lens, those irrationalities can provide opportunities to enhance a player’s enjoyment of a game experience. This talk will discuss loss aversion, sensitivity to gains and losses, sunk costs, and other related concepts as applied to game design and monetization.
Format: Mini Lecture
Track: Design
Date/Time: Wednesday, May 12, 10:30 AM,
Room: Salon EF
Economic Decision Making.pptx
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Moderator: Ed Fries
Format: Special
Track:
Date/Time: Tuesday, May 11, 7:30 AM,
Room: Grand Ballroom
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Moderator: Robert Ferrari, Sanrio Digital
Format: Special
Track:
Date/Time: Wednesday, May 12, 7:30 AM,
Room: Grand Ballroom
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Moderator: Perrin Kaplan, Zebra Partners
Format: Special
Track:
Date/Time: Thursday, May 13, 7:30 AM,
Room: Grand Ballroom
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Lecturer: Erin Hoffman, HumaNature Studios
As online games mature in age, demographic, and immersive capability, it becomes increasingly important to consider the ethical implications of massive digital world creation in player-relative terms, rather than those imposed by external mainstream media. The success of properties like James Cameron's _Avatar_ show a critical perspective shift in the collective human consciousness, a different approach to the notion of "escapism". This lecture explores the potential of world escape, the ethical play contract between game creator and player, and what it means to see our field expand especially into include children and seniors. We -- and they -- are carving worlds in our own terms, and making our own rules to go with them.
Format: Mini Lecture
Track: Design
Date/Time: Wednesday, May 12, 11:00 AM,
Room: Salon EF
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Moderator: Jeffrey Anderson, Quick Hit
This round table discussion will take a look at the practice of Offer Based Payments and examine the advantages and potential pitfalls surrounding these systems.
Format: Roundtable
Track: Monetization
Date/Time: Wednesday, May 12, 3:30 PM,
Room: Harbor
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Format: Special
Track:
Date/Time: Wednesday, May 12, 8:00 PM,
Room:
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Moderator: Peter Freese, LOGIN Conference
Panelist: Wanda Meloni, M2 Research
Panelist: David Perry, Gaikai
Panelist: Ori Inbar, Ogmento
What will the online games space look like in five years? What new technologies, social revolutions, and cultural shifts will bring about momentous transformations in the way people play and pay for online games? What changes are already taking place? This panel of industry leaders, luminaries, and pioneers all share their views of what to expect in the year 2015.
Format: Panel
Track: General
Date/Time: Tuesday, May 11, 10:30 AM,
Room: Seaport
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Moderator: Jace Hall
Moderator: Peter Freese, LOGIN Conference
Imagine a speaker being given just 30 seconds to tell you about their session and why you should attend. Now imagine speakers from each of nearly sixty sessions doing their pitches in rapid succession, and you've got the basic idea behind the LOGIN Session Preview. Jace Hall, star of the Jace Hall show, Executive Producer of the hit ABC TV drama “V” as well as singer/songwriter/producer and accomplished game developer, will be Master of Ceremonies for the LOGIN Session Preview. His quick wit, sharp tongue, and undeniable expertise will make this a lively and informative event.
The preview is immediately followed by the acclaimed LOGIN Welcome Reception, where attendees can rub elbows with hundreds of fellow industry movers and shakers in a relaxing environment with the perfect mix of ambiance and refreshments.
Format: Special
Track:
Date/Time: Monday, May 10, 7:30 PM,
Room: Grand Ballroom
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Moderator: Hugh Bowen, Bowen Research
Panelist: David S. Lee, Sleepy Giant Entertainment, Inc.
Panelist: Bill Grosso, Live Gamer
Panelist: Stephen Kutner, Market Innovations Inc.
How can you optimize micro transactions, especially in MMO games? This panel will discuss the major elements of pricing, promoting, and properly integrating micro transactions with the gameplay flow. Topics include: how to balance the use of in-game currency/real currency, how to sell non-vanity items without affecting game balance, how a behavioral economic model can quantitatively help set pricing/promotion, how to create scarcity/maintain sales levels/generate goodwill, marketing landmines that every micro transaction manager will encounter, etc. Speakers include researchers, and execs on the front lines implementing and managing micro transactions.
Format: Panel
Track: Monetization
Date/Time: Wednesday, May 12, 10:30 AM,
Room: Seaport
 Live Gamer Overview Bill Grosso.pdf
LOGIN Conference Microtransactions David Lee.ppt
Login panel presentation HBowen.pptx
Login2010 Creating Value thru SMART Pricing 051210 PP3 fv Steve Kutner.ppt
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Moderator: Cody Bye, ZAM Network
Panelist: Jim Drewry, Turbine, Inc.
Panelist: Scott Brown, NetDevil
Panelist: Hubert Thieblot, Curse Inc
Panelist: Andrew Beegle, NCsoft
One of the most undervalued areas in MMO gaming is what players do outside of their actual in-game experience. How can developers motivate their players to interact with or think about their game while they’re at work? Traveling? Commuting?
The answer to that question is out-of-game resources that allow players to explore areas of their game world and plan their progression even when they’re surfing the web on their mobile phone. This educational panel focuses on the need for these out-of-game resources and how developers should consider designing their upcoming MMO for this sort of experience.
Format: Panel
Track: Community
Date/Time: Thursday, May 13, 3:30 PM,
Room: Seaport
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Lecturer: Steven Klebe, Vindicia, Inc.
Is credit card enough? What about offer based payments? Is mobile payment ever going to be priced at a reasonable level? What about alternative payments? How many payments types should I offer? Will credit card payments be enough if I plan to sell in Germany? What is an e-wallet and when is it a good thing and when isn't a good fit?
These and dozens of other questions surface from every gaming company, large and small.
The session will attempt to answer all the common questions on this topic and leave plenty of time for a deep q&a so that attendees will be able to get answers to the specific questions they are struggling with.
Format: Lecture
Track: Monetization
Date/Time: Tuesday, May 11, 5:00 PM,
Room: Salon AB
Payments.LOGIN_2010_Klebe.pdf
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Lecturer: James E Dunstan, Mobius Legal Group, PLLC
Even the best online games and virtual worlds at some point must come to an end. But unlike stand alone computer games that simply end up in the bargain bin, care must be given to “pulling the plug” on virtual worlds and online games. Do you have gift cards or other forms of prepayment in commerce? Does your game/world have an economy with real-world value? It’s not fun to think about the death of your game at the design stage, but planning for the endgame is critical to avoid costly mistakes.
Format: Lecture
Track: Legal
Date/Time: Wednesday, May 12, 10:30 AM,
Room: Harbor
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Lecturer: Tom Cadwell, Riot Games
Balancing a competitive multiplayer game is often a difficult process. This talk consists of four segments intended to help designers navigate these problems more easily:
• A brief overview of what play balance is and is not
• Methods to make multiplayer games easier to balance
• Techniques to identify issues that warrant fixing
• Risk vs. Reward – What fix should be made?
Format: Lecture
Track: Design
Date/Time: Tuesday, May 11, 5:00 PM,
Room: Harbor
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Lecturer: Nick Berry, Real Networks
Privacy is a hot topic at the moment. What data are you allowed to collect about your customers? How can you use it? How long can you keep it? Can you sell it to someone else? Just what is PII. COPPA, GLBA and all those other acronyms?
Come and learn the ten fundamental principles of privacy, and how to maximise your business, but in an ethical way.
Finally, hear some horror stories about what happens when things go wrong.
Format: Lecture
Track: Legal
Date/Time: Thursday, May 13, 10:30 AM,
Room: Harbor
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Lecturer: Scott Rigby, Immersyve, Inc.
Rewards are a cornerstone of design and a critical element of an online game’s ability to sustain relationships with players and building the enthusiasm that leads to greater social networking around a title. But rewards have complicated dynamics: When done right they deepen player value and loyalty, but when done poorly can leave them feeling alienated or manipulated, hindering their motivation to re-engage. Developers can benefit from knowing (1) what are the qualities of reward mechanisms that sustain engagement and excitement over time, and (2) what reward strategies will increase positive social networking around my game and improve key retention metrics? This session gives developers practical answers to these questions, drawing from data collected from more than 10,000 online game players that track player engagement and satisfaction with specific game elements over time. Illustrated by game examples from online games. attendees take away a deeper knowledge of how rewards motivate and strategies to deploy in their design and development.
Format: Lecture
Track: Design
Date/Time: Tuesday, May 11, 3:30 PM,
Room: Salon AB
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Lecturer: Christopher Stott, Electronic Arts - Black Box
Skate 3 builds upon the series' strong community with many new social features. These required much new user interface.
Building frontend can be slow and expensive. Skate 3 took a new approach by integrating WebKit, the open-source browser engine at the heart of Safari and Chrome, into the game and building frontend with the same technologies used to build websites.
Producing frontend for a console game like this is very different from producing a website, but building it in this way provides many strong benefits, from ease of development and testing to faster iteration times and updating content at any time.
Format: Lecture
Track: Programming
Date/Time: Wednesday, May 12, 2:00 PM,
Room: Salon EF
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Lecturer: Dr. Andreas Lober, Schulte Riesenkampff
Lecturer: Carina Neumüller, LL.M., Schulte Riesenkampff
With the strong growth of social gaming, a number of new legal issues ask for attention.
In this session, attorneys Dr. Andreas Lober and Carina Neumüller, LL.M. will touch on a number of new legal issues surrounding social gaming, such as privacy in relation to meta-data, viral marketing and misleading advertising, virtual goods and gambling, as well as platform dominance.
Social gaming being a global phenomenon, the international perspective is more important than ever, and the clash of the game operator’s Terms of Service with those of the social platform needs to be resolved.
The speakers will give practical advise not only for companies developing social games, but also to potential investors in that field.
Format: Lecture
Track: Legal
Date/Time: Tuesday, May 11, 2:00 PM,
Room: Harbor
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Lecturer: Matt Shea, WildTangent
The opportunities that the social networks offer our industry are many and we are uniquely positioned to take advantage of them. The most important thing a casual game company can do is to remain focused on building fun and addictive games. Social networks, in the end, are simply another platform that, like all others, demands compelling content. Content is still king but solid distribution and monetization strategies are required to get consumers to play and pay you for your games.
Format: Lecture
Track: Monetization
Date/Time: Thursday, May 13, 5:00 PM,
Room: Salon EF
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Format: Special
Track:
Date/Time: Tuesday, May 11, 6:30 PM,
Room:
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Lecturer: Brian Robbins, Riptide Games
This talk will explore ways developers can be successful building games for the iPhone that don't depend on creating a Top 10 runaway hit. Specifics covered will be development strategies, In App Purchase, marketing and promotion. As much as possible this talk will provide actual numbers and data showing how it is possible to build a successful non-hit driven business in this market.
Format: Lecture
Track: Business
Date/Time: Wednesday, May 12, 10:30 AM,
Room: Salon AB
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Lecturer: Fernando Paiz, Turbine
As MMOs have evolved into 24/7 services, their customer base has broadened. MMO developers have ventured into hybrid business models, taking advantage of the various points of engagement of a captive audience.
Turbine’s recent shift of Dungeons & Dragons Online: Eberron Unlimited to a next-gen economic model makes for an interesting case study of our changing industry. During this session, Fernando Paiz will use DDO Unlimited as an example to outline the benefits and pitfalls of various MMO monetization strategies including subscriptions, free-to-play, micro-transactions, episodic content, retail distribution, and advertising.
Format: Lecture
Track: Monetization
Date/Time: Thursday, May 13, 9:00 AM,
Room: Seaport
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Lecturer: Terry Angelos, TrialPay, Inc.
The games industry, particularly social gaming, has been under intense scrutiny in recent months because of questionable monetization practices. As a result, “offers” and “incentives” have become dirty words – but they don’t have to be. When used properly, they can provide great value for consumers and honest revenue for publishers. This presentation will outline how game publishers can stay competitive without offering “scammy” offers and generate significant revenue from the evolving social gaming market. Attendees will learn how to effectively implement offer-based payments and in-game ads that provide value, enhance the user experience and adhere to all compliance guidelines.
Format: Lecture
Track: Monetization
Date/Time: Wednesday, May 12, 9:00 AM,
Room: Harbor
LOGIN_2010_Terry_Angelos.pptx
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Lecturer: Brian Burke, Smashing Ideas
For small-to-mid sized development shops (and even the large ones), creating multi-point development and distribution models can be a daunting task.
This session will explain real-world examples that Smashing Ideas and its clients have executed to realize content on multiple screens, and the strategy and thought-process behind the decisions to invest in each medium. Specifically, we will explain the successes and pitfalls of exploring and investing in new platforms and devices, and what developers need and should consider for their distribution plans.
Format: Mini Lecture
Track: Business
Date/Time: Wednesday, May 12, 3:30 PM,
Room: Seaport
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Lecturer: Jamie Madigan, www.psychologyofgames.com
A Ph.D. in psychology explores what decades of research on human behavior has to say about how gamers behave differently when playing with strangers, people on friends lists, and the guy next to them on the couch. He also suggests how game designers might capitalize on these quirks of human nature to create better gaming experiences for everyone involved. Topics include cheating, anti-social behavior, teamwork, recruiting new players, charity, and how groups like guilds form and attract new members.
Format: Lecture
Track: Community
Date/Time: Thursday, May 13, 2:00 PM,
Room: Harbor
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Lecturer: Louis Castle, InstantAction
Interactive entertainment is changing dramatically. The only thing that’s certain is that we are at the point of a discontinuous event. Technology, production processes, themes and audiences have already shifted dramatically. Now is the time to reshape our industry. This keynote shares research, analysis and one approach to navigating these complex times from the perspective of a games industry veteran inventing a possible future for himself, his team and the industry. Customer acquisition, product distribution methods, business metrics and analytics will all be covered to assist all attendees in making the right choices for their businesses.
Format: Keynote
Track: General
Date/Time: Tuesday, May 11, 12:00 PM,
Room: Grand Ballroom
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Lecturer: Byron Reeves, Stanford University and Seriosity, Inc.
Lecturer: J. Leighton Read, Seriosity, Inc.
Imagine the value if you could transfer the excitement and focus found in great games to the office. What if information workers could solve customer problems, design new software, or configure better shipping routes working inside a game environment at work?
This isn't just possible, it's inevitable. As employee productivity and engagement become more critical, the user experience provided by game technology offers a tantalizing solution for business. This is far more than a quaint metaphor or a twist on e-learning. Game design elements can address a host of business problems with morale, communication, and alignment while honing skills like data analysis, teamwork, leadership, and more.
Format: Keynote
Track: General
Date/Time: Wednesday, May 12, 12:00 PM,
Room: Grand Ballroom
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Lecturer: Sheri Graner Ray, Schell Games
Game tutorials suck. No one likes to make them, no one likes to play them. But at the same time they are the players first introduction to your game. For too long game tutorials have been a maligned part of the development when they should be the easy on ramp to your game.
Attendees to this lecture will learn how to turn their tutorial from a drudge to something that not only is useful but actually helps build player retention and expands player enjoyment of their game.
Format: Lecture
Track: Design
Date/Time: Wednesday, May 12, 9:00 AM,
Room: Salon EF
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Whether you are starting your own company or have been in business for years, knowledge and understanding about developing international partnerships and relationships is important. Many start ups these days have a connection overseas right at the start. How do you find and develop international relationships? What do you need to do to work with international teams? What if you need to hire someone from overseas? Our industry experts will address these topics and more to help you get the international edge you need for success
Format: Panel
Track: Business
Date/Time: Tuesday, May 11, 6:00 PM,
Room:
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Format: Special
Track:
Date/Time: Monday, May 10, 8:15 PM,
Room:
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Lecturer: John K. Bates, Mindark.com
Mindark, creators of the Entropia Universe, have recently set the world record for the most expensive virtual item ever sold with the purchase, at auction, of the Crystal Palace Space Station which sold for $330,000 USD. Why? This is the third time they've set this record and the why of it bears examination. As well, Mindark was recently approved as a bank, and now their subsidiary Mindbank is gearing up for business. This session will look at the general principles that have led to this "lightning strikes thrice" virtual universe/MMOG platform and their application for other MMOG/Virtual World developers with a revealing discussion of the inner workings fo the Entropia Economy.
Format: Mini Lecture
Track: Monetization
Date/Time: Thursday, May 13, 4:00 PM,
Room: Salon AB
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