virtual worlds 2008

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Running Concurrently with
Virtual Worlds 2008


Kids and Teens  |  Marketing and Entertainment  |  Virtual Law  |  Enterprise  |  Technology

Schedule: Kids and Teens in Virtual Worlds
Room 1
Thursday, April 3, 2008
7:30 am 9:00 am Registration and Networking
9:00 - 10:30 am Welcome and Virtual Worlds 2008 Main Keynote
- Christopher V. Sherman, Executive Director, Virtual Worlds 2008

 - Charles Scothon, General Manager & SVP, Girls Mattel Brands Mattel, Inc. 
 - Rosie O’Neill, Senior Brand Manager, Barbie Tech Mattel, Inc.  
10:30 - 11:00 am Networking Break and Demos
11:00 - 12:00 pm The Evolution of the Toy Industry: Retail, Virtual Worlds and Kids
Virtual worlds are the most fundamental change to the toy industry in decades.  Come learn from a leading financial analyst where the the toy and leisure/lifestyle segments of the market are headed in the near future and further out. Are Toy / Virtual World tie-ins just the latest fad or are they far more important - driving up perceived value and adding new revenue streams?
- Sean McGowan, Managing Director, Equity Research Dept., Needham & Co.
12:00 - 1:00 pm Lunch
1:00 - 2:00 pm

Kids and Tweens: Why Virtual Worlds Are The New Saturday Morning TV
Kids and tweens are captivated by virtual worlds, spending hours customizing their avatars and online personal spaces, interacting with friends, playing games and learning.  Content owners are creating multiplatform strategies that embrace virtual worlds as well as television. Will virtual worlds replace Saturday morning TV as the new way to reach and engage children? Hear from experts who are building multiplatform strategies on how best to implement for maximum engagement.
Kenneth Locker, Senior Vice President, Digital Media, Cookie Jar Entertainment
Deborah M. Manchester, Ph.D., Pres. & CEO, Executive Producer, Zula USA, LLC
Jason Root, Senior Vice President, Digital, Nick.Com And Nick At Nite.Com
Maria T. Bailey, CEO, BSM Media
Richard Gottlieb, President, Richard Gottlieb & Associates, LLC (moderator)

2:00 - 2:30 pm Networking Break and Demos
2:30 - 3:30 pm

From the Mall to Virtual Worlds: Reaching Teens in Virtual Hangouts
Virtual worlds come in all shapes and sizes, but knowing what features are necessary to reach and engage fickle teenagers can be tricky.  What do teens want in their virtual worlds? How important are brands? Music? Mobile? Entertainment? Communication? This session brings together executives from some of the foremost teen-focused virtual worlds to talk about what works, what doesn't, and how best to keep teens involved and engaged.
John Park, IAC President of Consumer Applications & Portals, IAC/InterActiveCorp
Tim Stevens, President & CEO, Doppelganger
Christopher Jackson, Director, Digital Media & Merchandising, Epitome Pictures
Wendy Louie, Marketing Manager, New Media, Random House Children’s Books
Blair Erickson, Creative Director, Millions of Us LLC (moderator)

3:30 - 4:00 pm Networking Break and Demos
4:00 - 5:00 pm Keynote
Sibley Verbeck, CEO, The Electric Sheep Company
5:00 - 6:00 pm
Evening Reception
View exciting virtual worlds demos and have a drink.


Friday, April 4, 2008

7:30 am 9:00 am Registration and Networking
9:00 - 10:30 am

Welcome and Virtual Worlds 2008 Main Keynote
- Christopher V. Sherman, Executive Director, Virtual Worlds Conference

 - Jeffrey B. Yapp, Executive VP, MTV Networks Music And Logo Enterprise Group
 - Kyra E. Reppen, Senior Vice President & General Manager, Neopets

10:30 - 11:00 am Networking Break and Demos
11:00 - 12:00 pm

Marketing to Children in Virtual Worlds: At Play or As Prey?
This session examines how the law views the beneficial and potentially harmful effects of marketing and advertising to children. If the Web has eliminated borders, virtual worlds have created the potential for extra terrestrial experiences. What should advertisers know about distinctions between building brand loyalty and more effective segmentation versus inappropriate data mining and the risks inherent in targeting children?
Joe Rosenbaum, Advertising Technology & Media Law, Reed Smith LLP

12:00 - 1:00 pm Lunch
1:00 - 2:00 pm

Case Study:
Mattel's Barbie Girls virtual world signed up 3 million members in 2 months, adding 50,000 new members a day. In this exclusive case study, you'll hear from Mattel and development partner Studiocom on how they constructed Barbie Girls, what succeeded, and what didn't. Attendees will find out what it took to build a highly scalable, Web-based virtual world for the iconic, world-wide Barbie brand. This detailed case study will discuss both the IP holder's strategy (Mattel) as well as the developer's (Studiocom).
Juan Fernando Santos, Chief Creative Officer, Studiocom
Michael Young, Director, Mattel Brands Online, Mattel, Inc.

2:00 - 2:30 pm Networking Break and Demos
2:30 - 3:00 pm

Case Study: Mobile Virtual Worlds Strategy - A Look at Mini Friday
Virtual worlds are becoming more commonplace online at the same time as Internet use is being detached from the PC environment and expanded to various mobile devices. In the crossroads of these trends is uncharted territory: virtual worlds on mobile devices. What are the opportunities and challenges in this space? Sulake launched a small, mobile-only virtual world Mini Friday at the end 2006 and it now has over 300,000 registered users. Attendees will learn through a real case what the opportunities and roadblocks are regarding virtual worlds in mobile devices at the present as well as what the future holds for this field.
Sampo Karjalainen, Co-founder and Chief Creative Officer, Sulake Corporation Ltd.

3:00 - 3:30 pm Case Study: Virtual Worlds Promotion Strategies of Rapper 50 Cent
An exclusive look at rapper 50 Cent's use of virtual worlds as a method of promotion. 50 Cent rose to fame with the release of his albums Get Rich or Die Tryin' (2003) and The Massacre (2005). Both albums achieved multi-platinum success, selling over twenty-one million records worldwide. Find out how G-Unit Records, a record label founded by 50 Cent and his manager, Sha Money XL, uses virtual worlds to promote the rapper's music.
Chris "Broadway" Romero, Creative Director, G Unit Records /
3:30 - 4:00 pm Networking Break and Demos
4:00 - 5:00 pm


Case Study: Capturing Their Brains and Eyeballs - Business Models of
It is not just about eyeballs but about capturing their brains as well. This case study looks at the use of whyville to get inside kids heads - a good sort of way. See how virtual worlds drive engagement. This session will discuss metrics and insights obtained from activities sponsored in by Toyota (Scion), the kids cell phone company Kajeet, and the U.S. Centers for Disease Control and Prevention.
Dr. James Bower, Chairman, Chief Visionary Officer, Numedeon Inc /
Erin Edgerton, M.A., Content Lead for Interactive Media, the Centers for Disease Control and Prevention’s (CDC), National Center for Health Marketing (NCHM)
Craig Peters, Founder, CKPcreative


Virtual Worlds 2008 is produced by Virtual Worlds Management, a division of Show Initiative, LLC


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