ICE Conferences Programmes and Speakers

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All-access pass to all 8 conferences, 60+ sessions, 100 speakers and all networking, coffee and lunch breaks at ICE is available at £1029 +VAT only! You choose when and where you want to be.Book today online www.icetotallygaming.com/conferences and quote your promotional code

Individual one-day conferences are available at £514 and the half-day ICC is £329. So don’t delay – book TODAY!

• Discover and exploit new ways and channels to appeal to, and convert, new, younger and more mainstream players

• Create a fully customer-centric approach, leverage customer insight in your marketing and product offering and build loyalty across all channels: online, offline, tablets, mobile, social …

• Align your commercial growth and expansion strategy with regulatory developments in the most profitable jurisdictions in Europe and with the harmonisation debate post-Green Paper

• Keep fully abreast of the regulatory and compliance requirements in an increasingly fragmented European market

• Meet and network with CEOs and key executives who drive product, marketing, CRM, mobile, social and commercial strategies for the world’s biggest and most important gaming organisations: land-based and online operators, mobile leaders and social gaming companies

Mix and match from 8 conferences and 60+ sessions for just one low price or choose to attend only 1 conference of special interest to you

Monday, 23 January:

Tuesday, 24 January:

Wednesday, 25 January:

Thursday, 26 January:

Explore the hottest growth areas in land-based, online and mobile gaming at ICE Conferences – your unique chance for targeted learning and networking at the world’s all-encompassing gaming exhibition!

Struggle finding key decision makers amongst the free to attend ICE Totally Gaming exhibition’s 20,000 visitors?

Tuesday, 24th JanuaryWith retail, online and mobile gaming channels now available to lotteries, there are more touch points with the consumer and more

ways to communicate with the new generation of networked

players. Find out how lotteries can do it effectively – attend this one-day conference, fully focused on the strategies and best practice of lottery pioneers.Speakers include Nigel Beaney, Director Interactive Services, Camelot Global Services and Dermot Griffin, MD, Irish National Lottery. Full programme details on page 5.

Tuesday, 24th JanuaryExamine global judicial approaches to investigating cybercrime, identify key

cybercrime hotspots, prepare for future threats, evaluate the latest technical solutions to reduce the risk of fraud and malicious network attacks, and improve your internal security to protect your data from attacks.

Hear best practice from Motie Bring, Head of Risk, Payments and Compliance, PKR, Philip Taylor, In-house Counsel, Alderney Gambling Control Commission, Michael Mrak, Head of Data Privacy & Money Laundering, Casinos Austria, David Norman, Head of AML/MLRO, Legal & Compliance, Betfair, Marko Hietala, Chief Security Officer, RAY and many more. Full programme details on page 6.

Tuesday, 24th JanuaryMeet and engage with gaming regulators - be the first one to know the latest regulatory developments in

the hottest and most dynamic jurisdictions worldwide. Assess the emerging opportunities for business expansion to new jurisdictions – make sure you know when and how you can enter new markets to secure the crucial first-mover advantage. Learn about what’s next after the Green

Paper and what to expect from the coming changes to the UK regulations. Regulators will be in attendance together with legal and business experts, including: Paolo di Feo, Southern Region Director, bwin.party digital entertainment, Simon Burridge, CEO, Virgin Games, Ewen MacGregor, Group Legal Counsel, Gala Coral, Ian Arnold, Head of Regulatory Policy and Group Projects, Camelot Group, Andrew McCabe, Legal Counsel, Betfair. Full programme details on page 7.

Monday, 23rd JanuaryMeet the crème de la crème of the European casino industry. Join casino CEOs

and Board representatives a day before ICE to discuss how best to prepare for the key challenges and opportunities in the year to come, including: casinos’ response to economic downturn; regulatory future of the industry; building consensus amongst all stakeholders and governments to ensure the long-term growth of the sector; catching up with technology developments and new marketing platforms

to bring new and younger demographics to casinos, online gaming integration with offline and integrated resorts in Europe.Speakers include: Jurgen Creutzmann, Rapporteur for the Green Paper, European Parliament, Ron Goudsmit, Executive Chairman, European Casino Association, Péter Staviczky, Fiscal Attaché, Permanent Representation of Hungary to the EU, Paul Steelman, CEO, Steelman Partners, Indrek Jurgenson, CEO, Olympic Entertainment, Antonis Stergiotis, CEO, Club Hotel Loutraki. Full programme details on page 4.

Wednesday, 25th JanuaryAs your marketing focus needs to shift now to retention, discover how to leverage customer

insight to drive loyalty, extend lifetime value and spend per customer, utilise social media to get inside the mind of the online gamer and build loyalty across products and brands, both online and offline.

Learn from CRM experts in iGaming, including Arnold Blueml, Head of Customer Value Management, bwin.party digital entertainment, Oliver Watkins, Head of BI & CRM, Rank Interactive, Dimiter Pantaleev, Global CRM Strategist, Unibet, Fredrik Gejrot, Head of Direct Marketing, Svenska Spel and others. Full programme details on page 8.

Wednesday, 25th JanuaryWith regulations coming to more and more jurisdictions, land-based

casinos and betting shops can finally add an online channel and start catching up with the iGaming brands. Discuss the optimal regulatory approaches that will benefit you as a current license holder in your jurisdiction and find out

the existing best practices in marrying offline and online and building loyalty across both channels to avoid the cannibalisation of your existing visitor base.

Case studies and insights from Angus Nisbet, Gaming Director and Brand Director for meccabingo.com, Rank Interactive, Indrek Jurgenson, CEO, Olympic Entertainment, Janne Peräkylä, Executive Vice President, RAY and Emmanuel Mewissen, CEO, Circus Group. Full programme details on page 9.

Network with, and learn from, your peers facing similar challenges to yours, in a more intimate and focused environment offered by one of the following ICE Conferences:

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Thursday, 26th January Facebook’s recent announcement to allow advertising for gambling companies could be a major

game-changer! Understand the real value of social media and social gaming for iGaming: find out how to measure impact of campaigns and how to successfully capitalise on the 850+ million users on Facebook and other leading

social network communities. Evaluate social gaming for your business, learn how to engage more with your players and convert social gamers to gamblers.

Hear best practices from Rob Shedd, Social Games Product Manager, Paddy Power, Philip Macartney, Global Head of Social Media, Bodog, Marcus Whelan, Group General Counsel, King.com, Ohad Barzilay, COO, Mytopia, Lou Castle, Chief Strategy Officer, Shuffle Master and others. Full programme details on page 10.

Thursday, 26th JanuaryCapitalise on the exponential growth of the mobile channel for betting and gaming, on the explosion

in the use of smartphones and tablets for gaming and on the arrival of HTML5. Catch up with early adopters in mobile gaming and learn from mobile pioneers, including Rick Brownlow, Head

of Mobile, Sportingbet, Mats Duvner, Head of Development for Web-based Mobile, Svenska Spel, Richard Hewitt, Head of Mobile Product, Betfair, Jonathan Abraham, Senior Industry Manager Mobile, Google, Michael McTernan, Head of Mobile Strategy, Rank Interactive, James Hilton, CEO, M&C Saatchi Mobile, Volker Hirsch, Director Business, RIM and others. Full programme details on page 11.

ICE Conferences – an opportunity for targeted networking at ICE Totally GamingSponsorship and Exhibition at ICE Conferences

• Get your message out to a room full of the industry’s decision makers, responsible for purchasing specific solutions that your company offers

• Cement your industry-leading expertise and innovation with a value-focused, practical presentation or a case study to top executives in attendance at one of the conferences

• Make sure your brand truly stands out from the crowd with focused branding and messages to the conference attendees at ICE and ensure that you are the first that they call when they need an answer after the show

• Enforce your presence on the ICE Totally Gaming showfloor with thought-leadership in a targeted group of decision makers and in the hottest and most evolving areas of gaming we are debating during the ICE Conferences

Interested in speaking at ICE Conferences? There are only a few speaking slots available, so contact Ewa Bakun, Event Director, to discuss: [email protected], +44 (0)207 370 8567

For the full range of opportunities and specific packages and costs, call or email: Guy Marcuson, Sales Manager: [email protected], +44 (0)20 7370 8584

Media Partners & Supporting Associations

A G A M I N G I N T E L L I G E N C E P U B L I C A T I O N

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Register free for the ICE Exhibition at

earls court, london • 24 - 26 january 2012

10:30 Registration opens. Coffee and refreshments

11:00 Welcome address by the Chairman of the European Casino AssociationRon Goudsmit, ECA Chairman and Secretary Executive Board, Holland Casino

11:10 Casino industry panel: Navigating successfully through challenging times• Examining the current business climate in the retail casino

industry and adopting lessons from other retail sectors• Exploring opportunities for growth that will reverse the general

decline in land-based casino revenue• Analysing and responding to the change in the customers’

behaviour – how has recession impacted on customers’ spend and behaviour in casinos? Is the impact long-term?

• Catching up with technologyOliver Zugel, CEO, Spring City FinanceMario Assis Ferreira, President, Estoril Sol Casino (tbc)

12:00 Stakeholders’ view: Creating a stable regulatory framework that will enable the long-term and sustainable growth of the industry• Identifying the most critical regulatory issues on the agenda and

their impact on industry stakekholders: cross-border gaming, taxation, gaming tourism, AML directive, VLTs

• Getting your message across – working closely with regulatory bodies for a better understanding of your commercial needs

• Addressing the impact of street gaming, arcades and video lottery terminal regulation on the traditional brick-and-mortar casinos

Carlo Pagan, CEO, Casino Campione Antonis Stergiotis, CEO, Club Hotel Loutraki

12:45 Networking lunch break

14:00 Regulatory panel: Green Paper – what’s next on the agenda for the European Commission, European Parliament and Member States?• Examining the main questions raised by the Commission in

the Green Paper and analysing the industry response to the consultation

• Deciding on the scope of EU-wide regulation• Regulatory changes in jurisdictions across EuropeJurgen Creutzmann, MEP, Committee on the Internal Market and Consumer Protection, Rapporteur for the Green Paper on Online Gambling, European ParliamentPéter Staviczky, Fiscal Attaché, Permanent Representation of Hungary to the EUPeter Naessens, Head of Regulatory Advice Unit, Research &Development, Belgian Gaming CommissionBirgitte Sand, Director, Danish Gaming Board

14:45 Land-based perspectives on online gaming: Integrating online with offline – is it a ‘marriage made in heaven’?• Player cannibalisation – myth or reality?• Online and offline – converging worlds or converging channels?• New regulation as a driver for partnerships and M&A• Viewing online as your tool to grow your customer base and

appeal to younger demographics

Indrek Jurgenson, CEO, Olympic EntertainmentEmmanuel Mewissen, CEO, Circus GroupJanne Peräkylä, Executive Vice President, RAY Daniel Ledesma, Manager, Casino Gran Madrid

15:30 Coffee and refreshment break

16:00 Casino design of the future: global experiences in reaching out to new and younger customersPaul Steelman, CEO, Steelman Partners

16:30 Understand and adapt to the evolving entertainment habits of your customers – today and in the future• Changing players’ demographics – how to prepare your

proposition and optimise your gamefloor for new generations of players

• Implementing new trends in entertainment – what you need to do to modernise your propositions and keep appealing to more and younger customers: mobile, tablets, social media

17:15 Debate continues …: Gambling tourism and integrated resorts – are they possible in Europe?• Analysing the market potential for gaming mega resorts in

Europe• Overcoming the financial and regulatory obstacles: lack of

financing, government support, taxation breaks• Update on the ongoing projects in Spain, UK and HungaryPaul Steelman, CEO, Steelman PartnersOliver Zugel, CEO, Spring City FinanceSteve Myers, MD – Development, Genting UKAndrew Tottenham, European Project Lead, Las Vegas Sands (tbc)

18:00 Closing remarks. ICC Drinks Reception

18:45 End of the 4th International Casino Conference

4th annual

International Casino ConferenceIn partnership with

www.icetotallygaming.com/icc

Monday, 23rd January

West Brompton Conference Centre, Earls Court

Join the Industry at the inaugural Totally Gaming Awards 2012 in the evening on Monday, 23rd January www.totallygamingawards.com

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Book this conference for as little as £329 + VAT.

Find out more details and new speakers on

www.icetotallygaming.com/icc

08:30 Registration opens

09:00 Chairman’s opening remarks

09:15 The networked generationWho is the player of the future? How do they manage theirlives? How do they connect with each other? How do theyconnect with Brands?

09:45 Multi-platform player experienceHow do you deliver a consistent experience across differentdevices and platforms whilst still exploiting the unique features of each? What can lottery learn from the pioneers in other industries?


11:00 Role of retail in a multi-channel worldThe retail network will remain the most important channel for lottery for the medium term. How do you maintain excellent relationships with your retail estate whilst launching and growing new, direct channels to market?

11:45 Lottery panel: The interactive pioneersListen to the experiences of those who have lived and breathed multi-channel lottery operations. Hear the challenges they face,the lessons learned, and what they believe the future holds.


14:00 Panel discussion: Marketing in a multi-channel worldMore touch points with the player brings more opportunitiesto communicate. How do you maximise those opportunitieswithout creating confusion and complexity? How can you run increasingly segmented and targeted campaigns consistently and efficiently? What new marketing opportunities exist? Learn from best practice in other sectors.

14:45 Building a rewarding relationshipCould cross channel promotions, brand marketing and loyaltyprogrammes be the key to developing true 360 degree playerinsight. Unlocking the power of data to drive more relevantand tailored marketing programmes to encourage playerengagement and advocacy.


16:00 Panel discussion: Innovation in gamingDeveloping new game experiences that truly cross channels and devices is now possible. What could the games ofthe future look like – both for revenue and brand marketing purposes?

16:45 Beating the commercial competitionLotteries face new and established commercial iGamingcompetitors in the digital space. Players have choice – justone click away – and often with greater variety of games and higher prize payouts. How can lotteries not just guard their market share but proactively fight back through innovation and collaboration.

17:30 Closing remarks from the Chairperson and end of conference

Multi-Channel Lottery

Confirmed speakers include:

Nigel Beaney, Director Interactive Services, Camelot Global Services

Dermot Griffin, Managing Director, Irish National Lottery

Robert Ramsden, Founder & Managing Director, Bet Foundry

Jason Goodman, CEO, Albion

Pete Doyle, Founder & Director, Social Netit

Interested in speaking at Multi-Channel Lottery Summit?

Contact Ewa Bakun, Event Director, to discuss speaking opportunities available: [email protected], +44 (0)207 370 8567

www.icetotallygaming.com/lottery

Tuesday, 24th January

Earls Court Exhibition Centre

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www.icetotallygaming.com/lottery

08:30 Registration opens. Coffee and refreshments


09:30 Opening panel discussion: Jurisdictional approaches to investigating cybercrime• Examining the approaches to tackling high level fraud taken by

different law enforcement agencies• How are fraud reports processed and acted upon?• Examining how gaming operators can support law enforcement

agencies in catching fraudstersMotie Bring, Head of Risk, Payments and Compliance,PKRBernard Zarb, Manager Investigations MLRO, Lotteries & Gaming Authority, MaltaPhilip Taylor, In-house Counsel, Alderney Gambling Control Commission


11:00 Keeping ahead of cybercriminals: new tactics for the gaming sector• Highlighting the latest risk areas in terms of threats and

segments• Examining the new ways that games are being played and

determining how fraudsters can benefit from this• Examining the new fraud detection and risk assessment

techniques to combat threats• Updating risk profiles to reflect new threatsJim Noakes, Head of Transactional Services, Gala Coral GroupMichael Mrak, Head of Data Privacy & Money Laundering,Casinos AustriaDavid Norman, Head of AML/MLRO, Legal & Compliance,BetfairModerator: Marko Hietala, Chief Security Officer, RAY

11:45 Implementing strategies to reduce data leakage from your gaming network• Examining new tools to detect and prevent internal cybercrime

threats• Implementing data loss prevention tools to reduce data leakage• Optimising the protection of gamers’ information by tagging

sensitive informationDaniel Brättemark, Chief Security Officer, Paf


14:00 Staying one step ahead of mobile fraudsters• What new challenges does mobile gaming create? A look at

public connections, new codes and different user habits• Examining mobile gaming security challenges and identifying

potential weaknesses fraudsters may exploit• Forecasting likely areas of fraudster activity within the mobile

gaming marketChristina Thakor-Rankin, Operations Director, Virgin GamesMark Gibson, Chair, AIME Mobile Betting and GamingForum Darwyn Palenzuela, CTO, Smart Gaming group

14:45 Beating the DDoS and other external attacks aimed at crippling your network• Identifying your network’s key weaknesses and assessing

technical options to reduce risks• A guide to the latest security methods available in preventing

DDoS attacks and keeping your websites up and running• Examining new forms of attack to be aware of and how to

counter them• Developing a holistic risk management framework based on

different security standardsOliver Eckel, CEO, Cognosec


16:00 Gaming in newly regulated jurisdictions: licensing, compliance and privacy• Understanding licensing requirements and licensing

procedures in new jurisdictions• Outlining the gaming compliance obligations for operating in

Italy, France, Denmark and Spain• How can gaming companies protect their data in these markets?• Examining recent cases of infringement of rules and penalties

issued by authoritiesSantiago Asensi, Partner, Asensi AbogadosThibault Verbiest, Partner, ULYS Law FirmStefano Sbordoni, Partner & CEO, Studio Legole, SbordoniModerator: Giulio Coraggio, Senior Associate, DLA Piper Italy

16:45 Identifying cybercrime hotspots and forecasting future threats• Identifying the latest locations where malicious attacks are

originating from• Tracking trends in types of cybercrimes – DDoS, financial

fraud, data theft• Using current understanding of criminal activity to forecast

imminent threats facing the gaming industry over the forthcoming 12 months

Michael Rotert, Honorary Spokesman, EuroISPAKevin Trapp, Complete Intelligence SolutionsBernadette Palmer, Head of Communications, The Security Company & The Security Awareness Special Interest GroupModerator: Dr Stephen Hill, Chairman, Cybercrime Working Group, Fraud Advisory Panel


Combating Cybercrime in GamingLead Assosiation

www.icetotallygaming.com/cybercrime

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www.icetotallygaming.com/cybercrime




09:00 Opening remarks from the Programme Committee: IAGA, IMGL and Clarion Gaming

FIRST-HAND UPDATES FROM GAMING REGULATORS

09:15 Opening address: UK Ministry of Culture, Media and Sports (tbc)

09:40 Keynote regulators’ panel: Setting the scene for 2012 –addressing key challenges in gaming regulation worldwide and highlighting main areas requiring a regulatory change• Contrasting different regulatory approaches globally• Exchanging best practice in gaming regulation for a higher level

of regulatory cooperation• Working with all industry stakeholders to create a stable

regulatory environment that benefits allPeter Naessens, Head of Regulatory Advice Unit, Research & Development, Belgian Gaming CommissionBirgitte Sand, Director, Danish Gaming BoardNick Tofiluk, Director of Regulation, UK Gambling Commission


11:00 Regulatory keynoteNick Tofiluk, Director of Regulation, UK Gambling Commission

11:30 Green Paper – What’s next? Insights from key industry associations and lobby groupsAnnette Kok, President, EUROMATSigrid Ligne, Secretary General, EGBAWes Himes, Managing Partner, Policy Action and EU Advisor, RGA

12:00 Legal roundtables with regulators and legal experts – interactive break-out discussions on key jurisdictions.


HARNESSING REGULATORY DEVELOPMENTS – INSIGHTS FROM THE INDUSTRY

14:00 Panel discussion: Shaping the future of the industry regulations – bringing the key industry stakeholders together to work out a regulatory framework that will benefit all the key stakeholdersJames Scicluna, Chief of Regulatory and Corporate Affairs,BetClic Everest GroupAndrew Towills, Regulation Delivery Manager, SportingbetAndrew McCabe, Legal Counsel, Betfair Ian Arnold, Head of Regulatory Policy and Group Projects, Camelot Group

14:50 Panel discussion: Exploring optimal market entry strategies in the new regulatory environments• What markets to go to next and how various regulatory

approaches impact on the market expansion choice• .com vs. .country – comparing the two models from the

perspective of various market participants• Analysing criteria in the selection of new markets in which to

seek license: market size, customer base, local gaming habits, existing market players, taxation

• Importance of local relationships and local competitorsPaolo di Feo, Southern Region Director, bwin.party ItalyBryce Geoffrey, Lead Counsel, Lock Casino & Lock PokerMartin Lycka, Legal Counsel, Betfair

15:40 Operational lessons from newly regulated and regulating jurisdictions Learn from the people on the ground how to operate efficiently within the existing regulatory environment and how to execute the transition from .com to .country model.Peter Weinreich, Country Manager, Betfair DenmarkFabio Angeli Bufalini, General Manager Italy, BetssonMartin Lycka, Legal Counsel, Betfair

UK & IRELAND – ASSESS THE IMPLICATIONS OF THE NEW REGULATORY FRAMEWORKS

16:30 UK and Ireland focus: What the new regulatory frameworks have in store for the industry

17:00 UK focus: Potential impact of the newly announced regulatory changes in the UK on the biggest gaming market in EuropeSimon Burridge, CEO, Virgin GamesEwen MacGregor, Group Legal Counsel, Gala CoralMalcolm Graham, CEO, PKR




World Regulatory BriefingIn partnership with

Announcing the launch of World Regulatory Briefing series

Born out of Clarion’s European/World Gambling Briefing and responding to an increasingly fragmented regulatory framework of the gaming industry, WRB will be a series of one-day regulatory events taking place where the real change happens and bringing to you key stakeholders from local markets to learn from and build partnerships with. The first one of the series will take place at the world’s largest exhibition, ICE Totally Gaming, drawing from its 20 000+ visitor base to bring the latest regulatory developments to you. The latest updates will be delivered by gaming regulators in attendance at ICE Totally Gaming and the world’s most renowned legal experts forming IAGA and IMGL.

www.icetotallygaming.com/wrb

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Learn more about the law and regulations in gaming during ICE Totally Gaming on Wednesday: attend Gaming Leaders seminar, organised in cooperation with IAGA and IMGL



www.icetotallygaming.com/wrb

CRM and Retention in Gaming


09:00 Chairman’s opening remarksShahar Attias, Founder & CEO, Hybrid Interaction

CUSTOMER LOYALTY

09:10 Retention is not enough – engagement is the keyArnold Blueml, Head of Customer Value Management, bwin.party digital entertainment

09:40 Proving the value of a multi-channel offering: keeping and growing customers across a brand portfolioOliver Watkins, Head of BI & CRM, Rank Interactive

10:10 Driving profitability from your existing customers: strategies for radically increasing lifecycle and valueDominic Vye, Head of Customer Acquisition & Retention Channel, Sportingbet


CUSTOMER INSIGHT

11:10 Getting a 360 view of the customer: taking ownership of the customer and marketing intelligently to themDimiter Pantaleev, Global CRM Strategist, Unibet

11:40 Inside the mind of the online gamer: optimising customer insight and data mining to really understand your customers Fredrik Gejrot, Head of Direct Marketing, Svenska SpelDominic Vye, Head of Customer Acquisition & RetentionChannel, SportingbetOliver Watkins, Head of BI & CRM, Rank InteractiveWarren Eloff, Head of Products, Virgin GamesModerator: Shahar Attias, Founder & CEO, Hybrid Interaction


MOBILE CRM

14:00 Mobile CRM: from insight to customer delightTim Axon, CRM Director, International Mobile Sportsbook Company

CROSS AND UP-SELLING

15:00 Extending the lifetime value and increasing spend per customerShai Heffetz, Head of Financial Spread Betting, bwin.party digital entertainment

EVOLVING YOUR CRM STRATEGY

15:30 Maximising database value for your casino productsEmma Tompkins, Managing Director, Wager Logic

16:00 Unlocking social CRM for your companyJoakim Nilsson, Head of Social Media, BetClic Everest Group


16:30 Leveraging social network analysis in your online gaming marketing strategyJoakim Nilsson, Head of Social Media, BetClic Everest GroupMichelle Daly-Hayes, Online Sportsbook Social Media Manager, Paddy PowerDimiter Pantaleev, Global CRM Strategist, Unibet

17:00 Building loyalty across offline and online gaming channels: taking your players from offline to online and vice-versaPanel discussion joint with Integrating Offline and Online Gaming Conference• Customer analytics – combining customer information and

insights from offline and online player habits• Leveraging the strength of your brand to successfully operate

across channels• Exploring the options available for loyalty schemes such as

points, credit or giveaways• Providing the optimal end to end experience for both online

and land-based customers based on customer insightFrancesco Parola, Product & Innovation Director, SISALOliver Watkins, Head of BI & CRM, Rank InteractiveFredrik Gejrot, Head of Direct Marketing, Svenska SpelDavid Goldberg, Co-CEO, Federated Sports & GamingPatrick Duffy, Managing Director, Palaces Bingo Clubs

17:45 Closing remarks from the Chairman and end of conference

www.icetotallygaming.com/crm

Book this conference for as little as £514 + VAT



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Wednesday, 25th January


Integrating Offline and Online Gaming


09:00 Chairman’s opening remarksAndrew Gellatly, Editorial Director, Gambling Compliance

09:10 What is the current state of the market? Minimising the disconnect between online and offline worlds• Market indicators of the progressing convergence: regulations,

mergers and acquisitions, customer demand• Learning the basics: What both industries need to understand

about each other• Customer demand driving the convergence; online as your

opportunity for growth of your customerbaseLewis Pek, Editor, G3Indrek Jurgenson, CEO, Olympic Entertainment GroupHarald Kaiblinger, Director R&D, Bodoglabs, Bodog

09:55 Regulatory approaches: creating a regulatory environment that will benefit both land-based and online sectors• Review different regulatory approaches• Setting taxation levels that will allow for offline/online

convergencePeter Naessens, Head of Regulatory Advice, Research &Development, Belgian Gaming AssociationDimitris Panageas, Legal Counsel, Club Hotel LoutrakiEduardo Antoja, Executive Vice President, COFAR


11:10 Understanding how Rank is aligning its strategy and marketing approach across online, mobile and the land-based operations• Ensuring an experience alignment across Rank’s brands• Driving incremental traffic from land-based operations to the

online and mobile channels• Exploring bonus and loyalty schemes across brandsAngus Nisbet, Gaming Director and Brand Director formeccabingo.com, Rank Interactive

11:55 Online from the land-based perspective: different business model or different channel?• Analysing both approaches applied historically • Why is online both a different business model and a different

channel?• Online versus land based customers: demographic differences

and the resulting conclusions for operators• Analysing customer conversion metrics: why are these so limited?• What are the internal business implications of choosing one

approach? Building a separate division vs. creating teams operating across various channels

Eric Olders, CEO, JVH gamingErwin Haitzmann, Chairman & Co-CEO, Century CasinosJessica Ordovas, CEO, Mediatech Solutions


14:00 Ensuring the quickest and optimal route to market: in-house development or partnership and outsourcing?• How do you need to prepare internally to “do-it-yourself”?• Partnership route: - What you can and want to outsource

- What to look for when choosing your partner• Third route: from outsourcing to full independenceEmmanuel Mewissen, CEO, Circus Group BelgiumRohin Malhotra, Director, ChilipokerFrank Pracukowski, Director of Administration, FoxwoodsDevelopment CompanyDaniel Ledesma, Manager, Casino Gran Madrid

14:45 Pre-regulation strategies: what you can do now to secure the first-mover advantage for when the market opens up• Exploring ways to build your online brand amongst the new and

existing players. The pros and cons of subscription models, social media, virtual currency

• Pushing your brand on social networks via social gaming • Taking your visitors online with onsite marketing • Linking free-to-play games with your onsite casino gaming

experienceRohin Malhotra, Director, ChilipokerSteve Lengel, Executive Director of Operations, San Manuel Bingo & CasinoPierre Wuu, Online Director, California Online Poker Association Moderator: Melissa Blau, CEO, iGaming Capital

15:30 Play for fun strategies: how to prepare and maximise for real money value - Case studyPierre Wuu, Online Director, California Online Poker Association


16:30 Creating and implementing game content that will allow for a smooth customer journey between offline and online channels

17:00 Building loyalty across offline and online gaming channels – taking your players from offline to online and vice-versaPanel discussion joint with CRM and Retention• Customer analytics – combining customer information and

insights from offline and online player habits• Leveraging the strength of your brand to successfully operate

across channels• Exploring the options available for loyalty schemes such as

points, credit or giveaways• Providing the optimal end to end experience both online and

land-based customers based on customer insightFrancesco Parola, Product & Innovation Director, SISALOliver Watkins, Head of BI & CRM, Rank Interactive Fredrik Gejrot, Head of Direct Marketing, Svenska Spel David Goldberg, Co-CEO, Federated Sports & GamingPatrick Duffy, Managing Director, Palaces Bingo Clubs

17.45 Closing remarks from the Chairman and end of conference

www.icetotallygaming.com/intergrating

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www.icetotallygaming.com/intergrating

Wednesday, 25th January


08:30 Registration opens.


LEVERAGING SOCIAL MEDIA AND SOCIAL GAMING IN YOUR BUSINESS

09:05 What is driving social media and games integration?• Adding a social dynamic: acquire or build?• How and where do you offer ‘play for fun’ and ‘play for real

money’ options?• How is social gaming valued?Rob Shedd, Social Games Product Manager, Paddy PowerPhilip Macartney, Global Head of Social Media, BodogAltay Ural, Director Product Platform, BetfairRohin Malhotra, Director, ChilipokerJames Cashmore, Industry Leader, Entertainment, Google

09:40 Social gaming – the panacea to proposed new regulations?• Will social games prove beneficial when new EU regulations

come in? What role will they play if USA regulates?• What are the key considerations in operating a virtual currency

and conducting virtual goods sales?Marcus Whelan, Group General Counsel, King.com

10:00 Panel discussion: Implementing a social media strategy• What’s the direct impact of Facebook’s new policy on your

business? What will other social networks do?• What are the rules of engagement and the split of revenues with

platform partners?• How social networks build their communities and increase

loyaltyOhad Barzilay, COO, MytopiaJonathan Witty, Content Executive,SkyBet


UNDERSTANDING AND ENGAGING WITH PLAYERS

11:00 Workshop panel: Monetising players through Facebook, Google and apps• What are the key monetisation funnels?• Head-to-head wagering for Facebook games – how social

gamers challenge friends, wager & win virtual currency• What’s the secret of Zynga, Playfish and others’ success?• What makes social media engaging• Is there a specific social player type?Woodrow Levin, CEO, BringITOhad Barzilay, COO, MytopiaModerator: Lou Castle, Chief Strategy Officer, Shuffle Master

11:40 Case study: Social Proof – A trackable ecosystem for building a business case for social media gaming• Understanding consumer conversations and spend behaviours

online• How success is measured: engagement, ROI, brand recognition• What is the Zero Moment of Truth and how can it be used to

drive revenues?Nick Garner, Global Head of Search, Unibet

12:00 Panel discussion: Social media in the online and mobile product roadmap• Where is the balance between a community and a games

portfolio approach?• Extending social beyond online – smart TV and mobile Stephen Lovell, Online Product & Business Development Manager, Paddy PowerWarren Eloff, Head of Product, Virgin GamesDia Nag, Product Manager, Rank InteractiveViktor Prokopenya, CEO, Viaden Gaming Limited


MARKETING AND LOYALTY

14:00 Case study: Social networks as a player acquisition and retention toolRazmus Svenningson, Head of Social Media Strategies & Operations, Betsson Group Hussein Chahine, CEO, Yazino

14:45 Social games and TV formats in gamingJurian Van der Meer, MD, Endemol Games Mark Cochrane, Senior Director EMEA, PopcapRob Shedd, Social Games Product Manager, Paddy PowerModerator: Tadhg Kelly, WhatGamesAre.com


PAYMENTS, REVENUES AND PLAYERS’ REWARDS

16:00 Harnessing virtual currency, virtual goods and advertising

• Why consider non-cash play and reward options?• What are the projected revenues of virtual currencies & virtual goods?• How you can legally up-sell a player from virtual to moneyRobert Unsworth, VP Global Sales, Digital Chocolate Woodrow Levin, CEO, BringIT Lior Shiff, CEO, Product Madness Moderator: Raf Keustermans, CEO, Plumbee

16:40 Incorporate social and mobile to create the ultimate modern gaming experience

Panel discussion joint with Mobile Gaming• What is key to making a mobile game social?• Use your current networks and community to enhance the

experience – you don’t have to build from scratch• Create a seamless multi-platform gaming experience • Integration with real world gamificationVolker Hirsch, Director Business Development, RIM Craig Hepburn, Global Director, Digital & Social Media, Nokia Thomas Priglinger, Director MTV (Mobile, Touch & Video), bwin.party digital entertainmentModerator: David MacQueen, Head of Mobile Media, Strategy Analytics


Monetising Social in Gaming



www.icetotallygaming.com/socialgames

www.icetotallygaming.com/socialgame

10

VIADENg a m i n g

Thursday, 26th January


08:30 Registration opens.

09:00 Chairman’s opening remarksManjit Gombra Singh, Senior Director, Juniper Networks

HARNESSING THE BIGGEST TREND IN GAMING

09:10 Opening panel discussion: Gaming on the move: what next for mobile gaming • Discover how mobile gaming can be used to acquire new

customers, not just to enhance their overall experience• WAP development vs. app development• Find out which new handsets and operating systems will take the

mobile market by storm• Expand your mobile empire: learn which regions are next for the

mobile revolutionJonathan Abraham, Senior Industry Manager Mobile, GoogleRick Brownlow, Head of Mobile, SportingbetRichard Ayers, Head of Online, Manchester City FCModerator: Joel Keeble, Head Special Projects, H2 GamblingCapital

10:00 Panel debate: Does HTML5 spell the end of the app store?• Outline the key benefits of coding through HTML5• Weigh up the negatives: what are the limitations of HTML5?Mats Duvner, Head of Development for Web-based Mobile,Svenska SpelRichard Hewitt, Head of Mobile Product, BetfairStuart Magowan, Head of Projects, BetfredModerator: Darren Pollard, Mayfair Mobile Gaming


DEVELOP THE NEXT MOBILE BETTING SUCCESS

11:00 HTML 5 case studies: addressing key questions in your HTML 5 mobile approach, including:• Why did you choose HTML5 over native language (app)?• What were the key points and challenges during development• How the game has been marketed without the use of a

traditional app store• What has the take-up been like?Turlough Lally, Head of Mobile, Victor ChandlerAndrew Daniels, Head of Mobile, Betfred

11:30 Mobile in-play betting case study panelSylvie McDermott, Mobile Sportsbook Manager, Paddy PowerClaire Barry, Head of Mobile Product, LadbrokesBen Kumara, Sportsbook Product Manager - Mobile, BSkyBModerator: Charles Palmer, Partner, Fu Sheng Interactive

12:10 Tablet workshop: Understand tablet users and incorporate tablets into future game development• Why establish a distinct strategy for tablets – shouldn’t it just all

be mobile?• Analyse the different ways tablets are played compared to mobile

games and what customers expect from their tabletsEdward Kay, Leader Producer – Mobile Platforms, Rank InteractiveShaz Mirza, Mobile & New Channels, Ladbrokes eGamingModerator: Dr Windsor Holden, Leading Analyst, Juniper Research


ALLEVIATE YOUR CONSUMER INTERACTION: TOP TIPS ON PAYMENTS AND MARKETING

14:00 Panel discussion: Streamline your payment system to catch up with impatient mobile gamersOnika Russell, Head of Payment Services, Ladbrokes eGamingChristina Thakor-Rakin, Head of Operations, Virgin Games

14:45 Marketing workshop: How to market both app and HTML5 games to new and existing customers• HTML 5 marketing: where to begin – how to go to market

without relying on the app store• Target the correct areas through affiliate marketing• How to boost discoverability in mobile search• Does mobile advertising work for gaming?Daniele Moscati, Mobile and Senior Affiliate Manager, bwin.party digital entertainment Fintan Costello, Senior Industry Manager eGaming, Google Jonas Martensson, Business Development Director, BetssonMichael McTernan, Head of Mobile Strategy, Rank Interactive


CREATE A HIGH-SPEED, INTERACTIVE FUTURE FOR MOBILE GAMING

16:00 Panel discussion: Role of marketing and partnerships to drive uptake and revenues?• How do you market for mobile vs. online marketing?• What is the role of affiliates?• How do you exploit app stores?• Which partnerships work, and how?Dave Price, Sales, O2 Media James Hilton, CEO, M&C Saatchi MobileMatteo Monteverdi, Head of Betting, Lottomatica Moderator: Aideen Shortt, Independent Consultant

16:40 Incorporate social and mobile to create the ultimate modern gaming experience

Panel discussion joint with Monetising Social in Gaming• What is key to making a mobile game social? • Use your current networks and community to enhance the

experience – you don’t have to build from scratch• Create a seamless multi-platform gaming experience • Integration with real world gamificationVolker Hirsch, Director Business Development, RIM Craig Hepburn, Global Director, Digital & Social Media, NokiaThomas Priglinger, Director MTV (Mobile, Touch & Video), bwin.party digital entertainment Moderator: David MacQueen, Head of Mobile Media, Strategy Analytics


Mobile Gamingwww.icetotallygaming.com/mobile



www.icetotallygaming.com/socialgames

11

Thursday, 26th January


More reasons to book TODAY...• Choose to attend any one of the ICE Conferences, or all of them for less than the price of two

so you can mix and match to attend any (or every session) over 4 days

• Each event is focused on the hottest issues happening in the gaming industry at the moment, from the explosive growth of Mobile Gaming and Social Games to the new markets opening up to iGaming, Offline/online integration, cross-channel marketing, CRM and loyalty, and critical issues of Cybercrime

• Conveniently located at Earls Court so you can easily mix your networking and meetings at ICE with learning about new trends and opportunities at the ICE Conferences

• Easier to network with the specialist experts and potential new partners you want to meet at the event exclusive lunches and breaks

Key speakers across these 8 events include:

Pricing Information

Ron Goudsmit, ECA Chairman and Secretary Executive Board, Holland Casino

Jurgen Creutzmann, Rapporteur for the Green Paper on Online Gambling, European Parliament

Simon Burridge, CEO, Virgin Games

Ewen MacGregor, Group Legal Counsel, Gala Coral

Marko Hietala, Chief Security Officer, RAY

Michael Mrak, Head of Data Privacy & Money Laundering, Casinos Austria

Nigel Beaney, Director Interactive Services, Camelot Global Services

Indrek Jurgenson, CEO, Olympic Entertainment Group

Erwin Haitzmann, Chairman & Co-CEO, Century Casinos

Emmanuel Mewissen, CEO, Circus Group Belgium

Steve Lengel, Executive Director of Operations, San Manuel Bingo & Casino

Oliver Watkins, Head of BI and CRM, Rank Interactive

Fredrik Gejrot, Head of Direct Marketing, Svenska Spel

Arnold Blueml, Head of Customer Value Management, bwin.party digital entertainment

Dimiter Pantaleev, Global CRM Strategist, Unibet

Joakim Nilsson, Head of Social Media, BetClic Everest Group

Philip Macartney, Global Head Social Media, Bodog

Marcus Whelan, Group General Counsel, King.com

Ohad Barzilay, COO, Mytopia

Lou Castle, Chief Strategy Officer, Shuffle Master

Volker Hirsch, Director Business Development, Research in Motion

Craig Hepburn, Global Director, Digital and Social Media, Nokia

Jonathan Abraham, Senior Industry Manager Mobile, Google

Rick Brownlow, Head of Mobile, Sportingbet

Dermot Griffin, Managing Director, Irish National Lottery

Richard Ayers, Head of Online, Manchester City FC

Matteo Monteverdi, Head of Betting, Lottomatica

Claire Barry, Head of Mobile Product, Ladbrokes

Michael McTernan, Head of Mobile Strategy, Rank Interactive

James Hilton, CEO, M&C Saatchi Mobile

Dave Price, Sales, 02 Media

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*ICE Conferences - All access passes allow delegates access to all or any of the conferences and individual sessions taking place, and all associated networking events including coffee breaks and lunches from Monday to Thursday.

**Only exhibitors who have booked a stand at ICE Totally Gaming 2012 are entitled to this special discount on the ICE Conferences

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ICE Conferences Programmes and Speakers

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