It's All About User Engagement - Engage Expo

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Parent Category: Expos and Conventions

Category: Previews

Published on Tuesday, 16 February 2010 01:03

Written by L E Shannon

Engage!® Conference and Expo is the definitive event on youth entertainment technology. Taking place February 16-17, 2010 at the Javits Convention Center in New York City, this year's Engage runs concurrently with Toy Fair.

Engage covers the critical information needed to deeply connect with and generate revenue from youth and parents online and on mobile devices. Coverage includes social games, virtual goods, virtual worlds, branded apps and online-offline toys.

100 engaging speakers presents 32 intense sessions delivering key insight into new monetization strategies, proven ways to strengthen customer relationships, and essential marketing solutions to maximize reach.

This year's Keynote speakers are:

Will Wright, Founder and Chief Executive, Stupid Fun Club and Creator, Spore andThe Sims
The renowned creator of the world's top-selling computer game of all time celebrates his first ever visit to Engage! and Toy Fair with the opening day Engage! keynote. Will's presentation, The Evolution of Entertainment, A Toy's Place, will look at toys, play, and the product development process from a new perspective. "I'm really excited to be at Engage! Expo and Toy Fair this year,” said Wright. “I mean come on, who doesn't love toys?"

Lane Merrifield, Executive Vice President, Disney Online Studios, and Co-Founder and General Manager, Club Penguin
In addition to Club Penguin, Lane also oversees the development for all of The Walt Disney Company's virtual worlds including the soon to be launched World of Cars Online.

Natalie Hornsby, VP of Marketing, Cepia LLC. Creators of Zhu Zhu Pets
Natalie has been the driving force behind the marketing and branding of Zhu Zhu Pets, which went from  from obscurity to phenomenon in half a year.  

Tor Sirset, Vice President of Marketing Girls/Preschool, Bandai America Inc.
Bandai is expanding to the girls category and integrating online into the majority of these toys. Sirset discusses the strategy behind this rollout and how the Internet plays an increasingly important role in the crafting and marketing of toys.

The conference includes 4 major tracks:

Toys and Online – With the advent of web-connected and wireless-connected toys, toys that have an online or virtual world component, toy companies now have a direct connection to their consumers. Some of the sessions are:

• Leveraging the Web: Connecting Kids' Online Worlds to Offline Toys
• A Focus Group with the Kids: What Are They Playing, Where are They Spending?
• It's the Activity Stupid: Keeping Kids and Tweens Engaged

Online Games and Virtual Worlds – Online games and virtual worlds provide the ultimate in user engagement. Whether it is flash games on a web site, a massively multiplayer online game (MMOG) or a 2D or 3D virtual world, users stick around longer and build a relationship with the game, world or brand. Sessions include:

• Tapping into the Emotional Triggers of Consumers
• Adapting to Customers' Preferences and Business Needs: Best Practices for Keeping Your Online World Running, After You've Launched
• Safety in Online Worlds: How the Federal Trade Commission Sees It

Technology Platforms – This 1-day track discusses the latest in engaging technology platforms and the best practices for implementation, from the immersive experience of 2D and 3D virtual worlds to minimal online experiences, such as mobile apps, that may involve just a few minutes of daily interactivity. Sessions include:

• Adding A Powerful Online Presence To An Existing Offline Brand
• User Generated Online Content for Kids: Freedom vs. Safety
• Developing A Dynamic and Engaging Online Play Strategy On a Budget

Virtual Goods Conference – Generating millions in revenues, Virtual Goods have been described as the perfect business: charging real money for digital products that may not exist in the real world. Sessins include:

• Trends in Virtual Goods and Payment Solutions
• Digital Kids and the Rise of Retail Game Cards
• Taking Your Brand to iPhone, Facebook and Other Online Platforms

Some of the session speakers are:

Chris Bergstresser, CEO and Co-founder, Vector Entertainment, Inc.
Cynthia Breazeal, Associate Professor of Media Arts and Sciences, MIT Media Lab
Rich Cleveland, Sr. Director Marketing, Digital Media and Gaming, Hasbro
Renata Dionello, Director, Consumer Business Development, PayPal
Anita Frazier, Industry Analyst, Toys & Video Games, NPD Group
James Gatto, IP Practice Section Leader, Pillsbury Winthrop Shaw Pittman LLP
Krista Marks, General Manager, Disney Online Kerpoof Studios
Jesse Soleil, Vice President, Emerging Media and Technology, eScholastic
Tim Williams, VP Sales and Marketing, Engage Digital Media
Susan Wu, CEO & Co-Founder, ohai

Engage! brings together the leaders from the technology, toy, game and entertainment industries and provides critical cross-industry learning and valuable new business partnership and networking opportunities.

For more information, visit www.engageexpo.com.  

Engage!® Conference and Expo
February 16-17, 2010

Javits Convention Center
655 West 34th Street
New York City,

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