Serious game and marketing: Definitions and methodologies[Serious game et marketing : Définitions et méthodologies]

Presentation of key figures and trends in video games, serious games and marketing. The elements are taken from the study conducted with IDATE and published in 2012 . Marketing, economics, research: 3 cycles of conferences to decode these subjects. On Friday November 16, day 2 of Montpellier Agglomération's Montpellier In Game will feature "Game in marcketing", "Game in economics" and "Game in R&D", 3 cycles of conferences to help professionals decode these subjects. Starting at 9 a.m., the conferences will start simultaneously, allowing professionals to build up their own "à la carte" program by choosing from among the 3 conference cycles. Game In Marketing Following the success of the conference organized with ADETEM in 2011, MIG is making the event a permanent fixture, and is now offering an annual event to enable communication and marketing professionals to meet with video game industry players. Gamification, advergaming, serious games and social games are just some of the trends that demonstrate the ability of video games to permeate traditional sectors of the economy. The main aim of the conferences is to highlight the challenges of this irreversible convergence. The conferences will bring together renowned experts in communication and the use of games in marketing, such as Aïda GOCHGARIAN (KTM Advance), Gerardo TALAVERA FARIAS (Renault), Alexandre REYMONET (DigiWorks), Stéphane AULON (Nelis), Julian ALVAREZ (CCI Grand Hainaut), Carole Faure (Global Game Jam), or Frédérique DOUMIC (Ouat Entertainment). Game In Economics he video game economy is constantly evolving in terms of business models and financing methods. Organized with the SNJV, this conference will offer professionals a broad overview of new opportunities for financing and monetizing their productions, with a particular focus this year on the phenomenon of crowdfunding. Conferences will feature renowned experts such as Michael GOLDMAN (MyMajorCompany), Jean BARET (Lyonnet Bigot Baret & Associés), Julien VILLEDIEU (SNJV), Pierre FOREST (Metaboli), Pierre-Alain LAUR (Feerik), Baptiste MERCIER (Hi-Media Payments), as well as up-and-coming start-ups presenting their activities and innovative business models. Game In Research & Development In partnership with the Universities of Montpellier II and III, and in particular the LIRMM, MIG will be offering a space for meetings, exchanges and conferences for teachers and researchers working on video games or on the technologies used or usable by video games. A prominent researcher will be invited to give a talk, and students will be invited to present their work. In the early afternoon, the entire audience will gather for two major presentations in the Salle Pasteur, by leading figures in their fields, on the theme of the interactions between video games and other industries. Dominique Delport, CEO of HAVAS Media, will share the vision of a leading advertising and marketing expert. In return, Stéphane Kurgan, CEO of King.com, a leading casual gaming company, will talk about the spread of video games throughout society.