Gambit on Marketing October 10, 2007

It is a little known fact, running a gaming gambling operation is like running a retail shop, where by selling different products means keeping different margins.

Offline gaming has a big barrier to entry due to the capital expenditure, they would still faced with challenge of building trust, defining differentiation, reaching and keeping players.

Online gaming have similar challenges but with less capital expenditure cost.

However, marketing and promotion run through the sector worldwide.

UK is now at a cross road, from 1st Sept. onward, the Gambling act will enable gaming gambling products to be promoted.

How would that affect the sector, and would there be any best practices from other sectors?

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Clive Hawkswood, CEO, Remote Gambling Association

Ed Bartlett, VP Publisher Relations Europe and Co-Founder, IGA Worldwide, Inc., on case study of using 'in-game' advertising

Malcolm Phillips, Code Policy Executive, Committee of Advertising Practice (CAP) and Broadcast Advertising Committee of Advertising Practice (BCAP)

Nick Blunden, Profero, UK Managing Director

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Ed Bartlett, Vice President Publisher Relations Europe and Co-Founder of IGA Worldwide is one of a new generation of multi-discipline industry visionaries, combining 14 years of videogame sector knowledge and experience with astute business acumen and proven advertising and media expertise.

Having fulfilled senior creative and production roles on key game releases for publishers including Sega, Virgin Interactive, BMG Interactive, Acclaim and Hasbro Interactive, Bartlett moved into Business Development in 1999 as a Director of the renowned games development house, ‘The Bitmap Brothers’.

Recognized as one of the first in the world to demonstrate the latent creative and commercial value of in-game advertising, Bartlett went on to found dedicated agency Hive Partners ahead of the curve in 2003. As its CEO, Bartlett led the company to six-figure revenues in its first year of trading, securing global Blue Chip advertiser accounts such as Red Bull, and striking genuinely innovative interactive in-game placement deals with leading videogame publishers including Sega and Vivendi Universal Games.

In 2005 Bartlett negotiated the acquisition of Hive Partners by IGA Worldwide before helping to raise its $17 million Series A VC round. He has since been responsible for building the foundations of its industry-leading proprietary Radial Network, securing landmark global deals with the likes of Electronic Arts, Valve, Atari and Codemasters.

Bartlett is also a multi-published author in the Business category and in 2006 was runner up in the Business Entrepreneur section of the UK Enterprise awards.

Malcolm Phillips, Code Policy Executive, Committee of Advertising Practice (CAP) and Broadcast Advertising Committee of Advertising Practice (BCAP)

Malcolm Phillips is a member of the Executive of the Committee of Advertising Practice (CAP) and the Broadcast Advertising Committee of Advertising Practice (BCAP). He works for the Code Policy team and has responsibility for the newly introduced rules on gambling advertising. He previously worked in the Investigations department of the Advertising Standards Authority (ASA).

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