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GDC 06 Panels Explore Hot Topics of Digital Distribution, Content Protection and Game Advertising

March 10, 2006. San Francisco, CA.

- Macrovision's Trymedia Games Division has brought together industry experts to participate in three sponsored panels slated to cover game business and technology topics at the upcoming Game Developers Conference (GDC) in San Jose, California. The sessions will take place on Wednesday March 22nd and are open to all GDC attendees. The program includes:

The Online Business Model for PC Games: Show Me the Money
9:00-10:00am

Digital distribution is no longer what happens to a PC game when its shelf life is over. The online business model is ripe with alternative revenue streams that begin day and date with traditional retail. This panel will provide insight into how the online model is changing and where new revenue dollars can be found. Retailers, developers and publishers will weigh in with their experience in simultaneous box and online release, episodic content, peer-to-peer options and more.

Moderator: Alexis Madrigal, DFC Intelligence
Panelists:
Rana Hirschfield, Macrovision's Trymedia Games Division
Ed Zobrist, Vivendi Universal Games
Omar Abdelwahed, Best Buy
Thom Kozik, Yahoo!

Release Cycle Content Protection
12:00-1:00pm

Beta and press versions. Retail and digital releases. Patches and updates. Product release schedules are challenging enough. This panel will discuss how to optimize the content protection process through the timing of implementation, best practice tools and identification of the best person on the team to manage it all.

Moderator: Eric Jensen, Macrovision
Panelists:
Michael Heilemann, Hammer Studios, LLC
Ed Clune, Activision
Dave McComb, Electronic Arts

Effective Advertising Models for Interactive Games: Selling Ads Without Selling Out
2:30-3:30pm

Interactive videogame-related advertising is hot! As consumers across multiple demographic profiles shift entertainment time away from watching TV to playing core and casual games, advertisers are eager to reach them. Find out if your game or business can benefit from advertising dollars and how to balance your game with ads without impacting the gameplay experience. This panel will address both sides of the advertising conundrum: what advertisers want, how much they're willing to pay and what measurement and metrics they need, and - beyond static 'product placement' advertising - what additional opportunities exist to generate advertising revenue from interactive games?
Moderator: Robb Lewis, Macrovision's Trymedia Games Division

Panelists:
Brandon Berger, Ogilvy Interactive
Mitchell Davis, Massive Incorporated
Garry Kitchen, Skyworks
Jon Epstein, United Talent Agency

All three sessions will take place on Wednesday, March 22nd in room C3 of the San Jose Convention Center and are free to all GDC attendees. Previous GDC sessions sponsored by the company have proven to be very popular, so arriving early is recommended.

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Media Note: If you would like to speak with an expert on one of the above topics, or are interested in meeting with Macrovision's Trymedia Games Division at GDC, please contact Linda Meyers in advance or visit GDC booth #1532.

About Macrovision
Macrovision develops and markets content and software value management solutions for the video, music, games and software industries. Macrovision's technologies are embedded in over 9 billion DVD, VHS and CD units representing over $130 billion of protected entertainment content. In the software market, Macrovision licenses software developers the FLEXnet™ universal licensing platform and the InstallShield® suite of software installation, repackaging and update solutions, which are deployed on more than 500 million desktops worldwide. Over 50,000 software publishers and virtually all of the Fortune 1000 companies use Macrovision's technologies to maximize the value of their software. Macrovision is headquartered in Santa Clara, California and has offices worldwide. More information about Macrovision can be found at www.macrovision.com.

About Macrovision's Games Division
Macrovision recently acquired Trymedia® Systems in order to offer a robust solution for the secure distribution of PC games across the physical and digital worlds. This acquisition provided the foundation for the newly formed game division within Macrovision. Macrovision's games division is a leading provider of secure digital distribution services and operates the world's largest distribution network for downloadable games. Macrovision's technology solutions provide game publishers, portals and retailers with content protection, eCommerce and distribution services to maximize their PC game sales. The company's game distribution network connects hundreds of publishers and Internet sites with millions of consumers worldwide, offering games to legitimately download, purchase, subscribe to and share. Macrovision's games division is headquartered in San Francisco. Please visit www.macrovision.com/games to learn more about Macrovision's game technology and services.

© Macrovision 2006. Macrovision, FLEXnet, InstallShield and Trymedia are registered trademarks or trademarks of Macrovision Corporation. All other brands and product names and trademarks are the registered property of their respective companies.

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Macrovision PR Contact:
Linda Meyers
Tel 1 (925) 408 9565
meyerspr@earthlink.net

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