Edinburgh Interactive 2009 - Part of the Edinburgh Festival

One of Sports Business Journal ‘s Most Influential People in Sports in 2007 and 2008, Peter Moore has more than 25 years of leadership experience in gaming, entertainment and consumer products. Since taking over as President of EA SPORTS in September of 2007, Mr. Moore has revitalized one of the most recognized brands in sports and entertainment. He is responsible for strategic leadership of the brand, from product development and global product management to marketing and planning for all packaged goods and online offerings within the EA SPORTS brand. Mr. Moore’s global operation of EA SPORTS is anchored by headquarters in Redwood Shores, California, and development studios in Vancouver, B.C. (EA Canada) and in Orlando, Florida (EA Tiburon).

Mr. Moore has driven innovation in EA SPORTS’ core games business, with FIFA 09 and NHL 09 netting the highest critical acclaim of any sports products in the current console generation. FIFA 09 received 25 international awards and honors, and NHL 09 was named “sports game of the year” by 12 media outlets EA SPORTS’ portfolio has also expanded under Mr. Moore’s leadership to captivate a broader audience of sports fans, releasing its first new IP since 2002. The latest new title, EA SPORTS Active, launches in May 2009.

In addition, Mr. Moore has lead new strategic initiatives to expand the reach of the EA SPORTS brand throughout the fabric of sports. Mr. Moore was instrumental in the formation of a strategic licensing partnership with IMG,, as well as the the development of breakthrough technologies such as EA SPORTS Virtual Playbook, an “augmented reality” that integrates EA SPORTS industry-leading video game graphics into real-world television broadcasts on ESPN.

Prior to joining EA, Mr. Moore was Corporate Vice President of the Interactive Entertainment Business of Microsoft Corp., where he was responsible for leading both the Xbox® and Games for Windows® businesses, driving games development at Microsoft® Game Studios, as well as cultivating relationships with third-party game publishers and developers around the world. Before joining Microsoft, Mr. Moore was president and COO of SEGA of America, where he was responsible for overseeing SEGA’s videogame business in North America. Prior to his role at SEGA, Moore was senior vice president of marketing at Reebok International Ltd.

Mr. Moore holds a bachelor’s degree from Keele University, United Kingdom, and a Master’s Degree from California State University, Long Beach. Mr. Moore also maintains an executive blog for EA SPORTS fans and followers at http://itsinthegame.ea.com.

President, EA SPORTS
Electronic Arts

Career Timeline:
1982-92 - Patrick USA
1992-99 – Reebok
1999-2003 - Sega
2003-2007 - Microsoft
2007-present - EA

The More Things Change...
Sean Dromgoole - CEO, Some Research

Sean has been delivering consumer research to the games industry for 12 years. It all started in a grubby corridor in Great Marlborough Street – but he doesn’t like to talk about that these days. 30 projects for Sony and then he started to share his favours up and down the industry. His strategic work can be blisteringly insightful but is more usually a guided tour of the patently obvious with triangles and arrows – none the less he has recently contributed to Guitar Hero, Wii Fit, Mario and Sonic at the Olympics, Professor Layton and World of Warcraft. Sean also runs GameVision, a regular series of reports that detail who has been playing what and why. Prior to working for the games industry he worked in Television, Film, the European Commission and Turkey Plucking.

Sound Only Games
Martin Owen - CEO, Smalti

Martin Owen is at present developing unique playful, tangible devices for early learning with his own company Smalti. He is also working as an independent consultant, developer and researcher in technology enhanced learning with particular emphasis on games, mobility and augmented reality.

He was the initial Director of Learning and Head of Concept Development at Futurelab. At Futurelab I was responsible for the key concepts in the mobile game Savannah and the Physics game Racing Academy. Previously he was an academic researcher and teacher trainer at University of Wales, Bangor. He has also been a school teacher.
Contact:
www.medruslearing.com; www.smaltitech.com

Lessons from Social Games - or How Today's Social Networks Will Change the Way You Make, Play and Sell Games Tomorrow
Kristian Segerstrale - Chief Executive Officer and Co-Founder, Playfish

Kristian Segerstrale is chief executive officer and co-founder of Playfish, one of the largest and fastest growing social games companies in the world. As an experienced games entrepreneur, Kristian brings strategic vision and expertise in leadership of creative teams and corporate growth to the company.

Prior to founding Playfish in late 2007, Kristian was a co-founder and later managing director of Europe, Middle East and Asia (EMEA) for Glu Mobile (NASDAQ: GLUU), a leading global publisher of mobile games. During his 6-year tenure he successfully directed product development, sales, marketing and technology operations across Europe, and expanded Glu’s reach by opening regional offices in France, Germany, Spain and Italy. Kristian also forged key licensor relationship across Europe with leading companies such as Konami, Celador and Codemasters among others.

Kristian holds a master’s of science degree in Economics from London School of Economics and an undergraduate degree in Economics from Cambridge University.

It's All In The Browser
Sean Dromgoole - CEO, Some Research
Simon Guild, Chairman of Bigpoint Games
Simon Seefeldt , Head of Business Development, Jagex Ltd

Simon Seefeldt , Head of Business Development, Jagex Ltd
Simon Seefeldt is Head of Business Development at Jagex Ltd. and is responsible for commercial partnerships, marketing and promotions. Previously, Simon pioneered Jagex’s international development as Localisation Manager, formulating the company’s strategy and overseeing the translation of titles into multiple languages. Its flagship title, Runescape, is a massively multi-player game, which is supported in three languages on 170 servers worldwide. Founded in 2001 to support ‘RuneScape’, Jagex’s community of players quickly went from one million to over 8 million accounts with both a free and premium version for subscription-paying members. The game and the upcoming Mechscape, are browser-based in Java, using a proprietary 3D rendering engine. Headquartered in Cambridge, England, with 3 offices, Jagex has over 350 employees.

Simon Guild, Chairman of Bigpoint Games
Simon Guild is chairman of Bigpoint Games, one of Europe’s leading browser-based developers. Based in Hamburg, it has 30 online games in 20 languages. In 2009, Bigpoint had 70 million registrants, up from 45 million in the prior year. Simon was previously President and Chief Executive, MTV Networks Europe (MTVNE) for 10 years. In this position, Guild created the number one cable and satellite broadcasting group in Europe in terms of distribution and revenue, encompassing a portfolio of 66 niche TV channels and 48 Websites including the MTV, VH1, TMF, VIVA, Paramount Comedy, Nickelodeon and Game One brands. Prior to joining MTVNE, Guild spent six years with Mercer Management Consulting in Paris and London. He studied French and German at Cambridge University and holds an MBA from Insead.

Timo Soininen - CEO, Sulake Corp
Timo Soininen is CEO of Sulake Corporation since 2001. Sulake was founded in 2000 as an online entertainment company focused on virtual worlds and social networking. It’s largest virtual world, Habbo, has 12.1 million teenagers visiting each month, where they have created over 135 million characters in 31 countries. The company is headquartered in Helsinki, Finland, supported by 12 other offices around the world with 300 employees. Soininen holds a M.Sc. (Econ.) degree in Marketing from Helsinki School of Economics.

Grow Up and Stop Playing with Yourself
Mike Bennett, CEO / Creative Director, Oil

Mike has 15 years experience in the digital market, pioneering digital agencies and content businesses (Sunbather, Emptyspace / HaHaBonk, Oil) and providing creative leadership (BAFTA, D&AD, MILIA Palm D'or).

Mike has run and owned various businesses including Sunbather Ltd, a multidiscipline creative agency that was later acquired by Razorfish, as part of its global expansion. He also founded and raised significant funding in Emptyspace, a digital content business, that then developed into HaHaBonk, a pioneer in online comedy and content.

Mike's role in Oil is to understand the complexity of the medium, bringing talent and resources together to deliver successful and compelling stories.

Today’s Games Industry – The Search for Profits
Ed Williams - Managing Director, BMO Capital Markets

Edward is a senior analyst in BMO Capital Markets’ Equity Research Group, covering the interactive entertainment and leisure industries. Edward has hosted our annual interactive entertainment conference, which is considered a premier industry event for institutional investors. Edward publishes GamePlay, a monthly review of the interactive entertainment industry. Prior to joining BMO Capital Markets, Edward spent five years covering entertainment and leisure companies for Monness Crespi Hardt & Co., Inc. He is a member of the New York Society of Security Analysts. Edward joined BMO Capital Markets in 1999. Edward holds a Bachelor of Arts from Bucknell University.

What If...
Ian Livingstone OBE - Life President, Eidos
Cliona Kirby

Ian Livingstone OBE - Life President, Eidos
Ian Livingstone is Life President of Eidos and one of the UK’s founding fathers of interactive games and fiction. In 1975 he founded Games Workshop with Steve Jackson and launched Dungeons & Dragons in Europe and the Games Workshop retail chain. In 1977 he launched White Dwarf, the UK’s first interactive games magazine, and was its editor for 5 years. In 1982, again with Steve Jackson, he wrote The Warlock of Firetop Mountain, the first in the Fighting Fantasy series of interactive gamebooks that sold over 16 million copies in 23 languages. He wrote more than 20 books in the series including his best-selling Deathtrap Dungeon. He has also invented many board games. In 1992 he became Deputy Chairman of computer games publisher Domark. In 1995 he was instrumental in the merger and flotation of Domark with Eidos Technologies and served as Executive Chairman of the new interactive entity Eidos plc until 2002. At Eidos he helped to secure many of the company's major franchises including Tomb Raider and Hitman.

Cliona Kirby
Cliona advises on a wide range of tax issues including employee incentives, corporate sales and acquisitions, joint ventures and group restructurings. Her particular area of specialism is film financing including providing advice upon obtaining the film tax credit and EIS relief. She also advises regularly on the tax issues relevant to property investment and setting up property funds including capital allowances, VAT and stamp duty land tax planning.

The Great Age of Big Blockbuster Games is Coming to an End?
Ian Livingstone OBE - Life President, Eidos
Peter Moore - President, EA Sports
Kristian Segerstrale
Ray Maguire

Peter Moore - President, EA Sports
One of Sports Business Journal ‘s Most Influential People in Sports in 2007 and 2008, Peter Moore has more than 25 years of leadership experience in gaming, entertainment and consumer products. Since taking over as President of EA SPORTS in September of 2007, Mr. Moore has revitalized one of the most recognized brands in sports and entertainment. He is responsible for strategic leadership of the brand, from product development and global product management to marketing and planning for all packaged goods and online offerings within the EA SPORTS brand. Mr. Moore’s global operation of EA SPORTS is anchored by headquarters in Redwood Shores, California, and development studios in Vancouver, B.C. (EA Canada) and in Orlando, Florida (EA Tiburon).

Kristian Segerstrale is chief executive officer and co-founder of Playfish, one of the largest and fastest growing social games companies in the world. As an experienced games entrepreneur, Kristian brings strategic vision and expertise in leadership of creative teams and corporate growth to the company.

Kristian holds a master’s of science degree in Economics from London School of Economics and an undergraduate degree in Economics from Cambridge University.

Let Avatars Speak for Themselves
Robert Seaver - Co-founder and Chief Executive Officer

Robert Seaver brings extensive experience in communications and online services to Vivox.

Before joining industry pioneer Jeff Pulver to launch Vivox, Seaver was Head of Strategy, Chief Financial Officer, and a member of the management board of Einsteinet AG, where he helped build the company from start-up to Euro 65 million in revenue and 440 employees. Seaver’s involvement with Einsteinet was one of his responsibilities as managing director of Madrid-based Jazzya Investments, where he planned and executed the launch of new communication and media ventures.

Prior to that, he held positions in investment banking at Goldman Sachs International and as an attorney with Sullivan & Cromwell in London.

Seaver holds a JD from University of California, Berkeley and an AB degree from Harvard College. He is also a founding director and vice-president of the Sean Kimberling Testicular Cancer Foundation, a public charity dedicated to raising awareness of testicular cancer.

Evolution of TV Branded Games
Peter Cowley - MD of Digital Media, Endemol UK

As Managing Director of Digital Media for Endemol UK, Peter’s role is to develop and implement Endemol’s digital media strategy in the UK. The role is a UK board level position, reflecting the significance of interactive media within Endemol's business.

Peter is also Global Head of Original Digital Productions for Endemol Group, overseeing the creation and commercialisation of shows produced for digital platforms internationally.

Strategically, Endemol looks to exploit its TV brands on a multi-platform basis as well as creating entertainment properties that are tailored for new media platforms such as mobile, broadband and interactive TV.

Previous to Endemol, Peter has worked in the media, marketing and advertising industries at Freeserve, Cable & Wireless, Videotron and Bartle Bogle Hegarty.

Improving the Multiplayer Experience Through Social Technology
Jim Crowley - President and CEO, Turbine

Jim Crowley is Turbine's president and CEO. He brings a wealth of operational experience to Turbine and is responsible both for the vision and the day-to-day operations of the Company. Prior to joining Turbine, Jim spent three years as Chief Operating Officer of m-Qube, Inc which he helped turn into one of North America's largest mobile media companies.

Jim also spent eight years as the Chief Operating Officer of Network Plus, Inc., one of the country's largest publicly traded competitive telecommunications and data providers. Crowley is a graduate of the University of Pennsylvania Law School and Connecticut College.

Stop Telling Tales
Margaret Robertson

A historian by training, Margaret Robertson has written for many specialist magazines, mainstream publications like FHM, Seed and the BBC, and four years wrote for, and ultimately edited, Edge, the world's most respected videogame magazine. She also part of the team behind the GameCity festival, and serves as a juror for IndieCade, the Independent Game Festival and Dare to be Digital. Now, as a consultant, she advises companies like EA, Sony and Channel 4 on game design and industry trends.

“Nintendo has been a long time supporter of the Edinburgh Festival and we've been here because we really like the fact that a diverse group of people can enjoy the different games that we have here. There are no egos at Edinburgh Interactive. The various format holders are here to celebrate the industry. There’s something for everyone at Edinburgh Interactive: consumers, trade and people just interested in the cultural aspects of video games.

“Edinburgh has stuck true to its roots and it's a fantastic celebration of games and the culture that they bring.”

Nintendo UK, General Manager, David Yarnton