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To help inspire submissions for the GDC 2012 call for papers, the event's advisory board members for the Business & Marketing track spoke out on the rising business trends in the industry, outlining what they hope to see discussed at the upcoming San Francisco-based show.

Seasoned industry professionals such as Gaikai's David Perry, independent developer Adam Saltsman, Zynga's Louis Castle, Gazillion's Dan Fiden, and Ngmoco's Alan Yu all discussed the most pertinent business strategies of the last few years, as part of their drive to inspire submission ideas for the GDC 2012 Main Conference.

These GDC advisory board members oversee the show's Business, Marketing & Management track, and ensure that each of its sessions remain relevant and hold up the high bar of quality that GDC attendees have come to expect.

The call for papers for GDC 2012 will close on September 6, with a list of business and marketing-specific topics available on the official website. In the following interview, the advisory board members discuss key business issues they'd like to see addressed at next March's show.

How do you all think downloadable and free-to-play titles have affected the business strategies for traditional, boxed retail games?

David Perry: At the start, there was a lot of resistance to free-to-play. I put a lot of energy into trying to be the first free-to-play console game and was met with enormous resistance. I even remember comments saying not to interview me anymore, as this entire concept is horrible. In reality, times have moved on, Zynga is worth billions of dollars, free-to-play is no longer just an Asian phenomenon, and publishers are open to all business models.

Looking around, it's as if the video game industry, including mobile, is driven by three things in this order: Convenience, low price (Free to try), and high quality -- if you have all three you have a slam dunk. The X factor is how easy you make it to share. Boxed retail games fail on two out of three key drivers -- convenience and low price -- therefore they are ticking time bombs.

Adam Saltsman: Free-to-play is a kind of a marketing coup. The name, I mean, not the actual concept. The main difference between "free for the first month" and "free for five minutes a day" is the latter is proven to make scads of money for social games.

Part of me is worried that box games are in the process of getting renamed and re-monetized the same way: "super deluxe special edition tin box with army helmet and real gun, only $250!" But the other part of me is really happy, because I know there will always be a free demo for the next big AAA game that I can download and check out, instead of having to take the big $60 (or $250!) gamble every time.

And there is a happy possible future where games are simply priced based on how you engage them. If you just want to play through the first chapter of a game and see what the controls and graphics are like, that will have one price (maybe free). If you want to pore over the whole game for 200 hours, then that can be a different price. This makes sense for people and for bandwidth I think, but there are a lot of opportunities for the system to be manipulated to work against the audience. This is going to be an interesting few years for any industry that used to sell chunks of data in a box.

Louis Castle: All digital entertainment is trending toward three things: sharable, free-to-sample, and pay for consumption. Boxed games are struggling with the same market forces that have been thrust upon the music industry and now film. There may be some long-term market for physical goods, but it is unlikely to be the primary market it is today.

How soon this industry will be forced to accept the change will depend on how long console makers will hold on to the current model. The market forces have little to no effect if you are one of the major franchises, but everyone else is already having to deal with the difficulties of getting players to pay when free options are readily available.

GDC Europe 2011 is highlighting three new talks, including a look at how Driver: San Francisco balances art and tech, a panel on what publishers really want, and a lecture from Supercell (Gunshine) on browser-based games.

Taking place Monday through Wednesday, August 15-17, 2011 at the Cologne Congress-Centrum Ost, alongside the major gamescom trade show, GDC Europe will again provide the essential pan-European perspective of game development and business trends.

The new highlights from the Main Conference, which features tracks on Business & Marketing, Game Design, Production, Programming and Visual Arts, include the following:

- In the Business & Marketing track panel, "Ask the Decision Makers: Find Out What Publishers Want and How to Get What You Want," representatives from some of the industry's top publishers will discuss what they look for when evaluating a potential product or development partner.

Speakers in this panel include Chris Charla of Microsoft Game Studios, Christian Svensson of Capcom, and Jeff Hilbert of the talent agency Digital Development Management, as well as Martin De Ronde of Vanguard Games (Gatling Gears).

Each of the industry veterans will outline their company's philosophies on game development, teaching attendees what needs to happen before a publisher decides to support a game.

- Also in the Business & Marketing track, CEO Ilkka Paananen of web developer Supercell (Gunshine) will host, "Next Generation of Online Games: Accessible yet Deep and Immersive - and Truly Social via Real-Time Multi-Player!," a talk focused on the overlooked potential of browser-based online games.

Paananen's talk, referencing the Finnish firm's popular browser MMO, will discuss how browser-based games can combine the benefits of social networks with the appeal of hardcore games, simultaneously offering both accessibility and depth. Paananen will also note the obstacles that come with developing for a browser, and his talk will outline "a lot of challenges that must be addressed."

In the latest in a series of interviews with speakers from this August's GDC Europe, Douglas Wilson, developer of the IGF-finalist B.U.T.T.O.N., discusses how to design multiplayer games that don't adhere to strict rules.

In 2009, Wilson (pictured, right) co-founded the Copenhagen Game Collective, a non-profit game design group in Copenhagen, Denmark He is also a Ph.D. candidate at IT University of Copenhagen's Center for Computer Games Research, where he teaches and researches game design. In addition, his upcoming dissertation will discuss intentionally abusive, unbalanced, or broken game design.

Next month at GDC Europe, Wilson will host a talk as part of the Independent Game Summit titled, "Intentionally Broken Game Design and the Art of "Deputizing" Players," where he will examine "traditional folk games, design research, and precedents in other media forms" to explain how players tend to enforce game rules without strict systems in place.

With GDC Europe just weeks away, Wilson discussed the concept of his upcoming talk, outlining the core design of his unusual multiplayer title B.U.T.T.O.N., as well as the benefits of creating games with lenient rules.

Your recent multiplayer title B.U.T.T.O.N. used a very minimalist approach, omitting some of the traditional systems and rules most often seem in multiplayer games. What inspired you to take such an atypical approach?

One of the core ideas behind B.U.T.T.O.N. is that modifying and negotiating the rules is sometimes the most enjoyable game of all. I feel like this is a lesson that we computer game designer sometimes forget. The system itself is never what comprises the game. Rather, it's what the human players do with that system. Just think about the kind of improvisational play that underlie kids' playground games, or the "house rules" that inevitably crop around boardgames and pickup sports.

Some game design theorists have argued that these ambiguities are a "problem" that computer technology can fix. How dull! As I see it, the key is to actively embrace these ambiguities in a way that feels intentional and fun. To this end, we conceptualized B.U.T.T.O.N. not as a "computer game," but rather as a game that just happens to use a computer. I do admit that all games -- even the most traditional and "closed-system" games -- are subject to these kinds of negotiations and house rules. What we tried to do with B.U.T.T.O.N. was to actively call attention to the ambiguities of gameplay, in attempt to convince players to revel in and enjoy them.

Your talk description says you examined "traditional folk games, design research, and precedents in other media forms" when looking at alternative methods of multiplayer games. Can you describe what this research entailed and what you learned from it?

For my Ph.D. dissertation I've spent a lot of time studying folk games and sports, from old Danish children's games to the American New Games movement of the 1970s. One of my favorite examples is the traditional Inuit game of Iqiruktuk, also known as Mouth Pull. In Mouth Pull, two players stand side-by-side, placing their arms over each other's shoulders and hooking their thumb into their opponent's mouth. When the game begins, both players start tugging away at each other's mouth! The first player to surrender loses.

GDC Online has debuted a new batch of lectures for the October show in Austin, featuring speakers from Riot Games on iterative tool creation, SOE on introducing streaming to EverQuest II, and Bunchball on the essence of gamification.

Taking place Monday, October 10 through Thursday, October 13, 2011 at the Austin Convention Center in Austin, Texas, GDC Online continues as the leading worldwide event dedicated solely to discussing the development and business trends surrounding connected games -- including casual titles, MMOs, virtual worlds, and social networking games.

This year's Main Conference will include tracks on Business & Marketing, Customer Experience, Design, Production, and Programming, as well as a sponsored track on Monetization.

As seen in the event's Schedule Builder, the following lectures are highlights from this year's Main Conference:

- In the show's Programming track, Riot Games' senior gameplay engineer Andy Woo and senior producer Travis George will host "Putting the Plane Together Midair," a talk detailing the ongoing development process behind the studio's smash hit League of Legends.

Woo and George will go over the studio's process for iteratively developing their tools, while simultaneously using those tools to ship projects and support an active online game.

- Also in the Programming track is a lecture dubbed, "EverQuest II Extended: Streaming a Non-Streaming Game," in which Joshua Kriegshauser, technical director at Sony Online Entertainment, will explain how EverQuest II adopted an online streaming system for a game originally designed for a standard, file-based install.

Noting SOE's assumptions and lessons learned when retroactively implementing this streaming system, Kriegshauser will teach attendees the ins and outs of implementing an online streaming system in games designed without that infrastructure in mind.

With just a day left until early registration ends on July 20 at Midnight UTC, GDC Europe 2011 organizers have chosen to reveal information on the show's Expo Floor and its gamescom-based Business Lounge, and recap some of the show's most notable lectures and panels.

GDC Europe's Expo Floor, located within the Cologne Congress-Centrum Ost, in Cologne, Germany, will once again showcase the most cutting-edge technologies from the industry's biggest and most influential companies.

Unity Technologies, Crytek, Epic Games, Onlive, and Glu Mobile are but a few of the notable exhibitors at the show this year -- please visit the GDC Europe website for the complete list of the show's 35+ exhibitors.

The Expo Floor is open to all GDC Europe pass holders, and provides attendees with numerous opportunities to learn about upcoming products, interact with developers and publishers, and establish business relationships with some of the industry's top professionals.

In addition to the show's Expo Floor, GDC Europe attendees will also receive a 3-day pass to the major gamescom trade show, which takes place just after GDC Europe. As in previous years, gamescom will feature a specialized business-centric area for game industry professionals, also open to GDC Europe attendees.

In this dedicated area, GDC Europe will host its very own Business Lounge, providing gamescom attendees with a perfect venue for networking, gaining exposure, and more, even after GDC Europe proper officially concludes - with meeting rooms from many of GDC Europe's major exhibitors.

GDC Europe has revealed a new batch of lectures for the upcoming August show, featuring industry legend Mark Cerny on the future of the industry, Age of Empires and Titan Quest veteran Brian Sullivan on level design, and Battlestar Galactica Online developer Bigpoint on handling large IP.

Taking place Monday through Wednesday, August 15-17, 2011 at the Cologne Congress-Centrum Ost, alongside the major gamescom trade show, GDC Europe will again provide the essential pan-European perspective of game development and business trends.

Some of the new highlights from the Main Conference, which features tracks on Business & Marketing, Game Design, Production, Programming and Visual Arts, include the following:

- Industry veteran Mark Cerny, whose career spans titles such as Marble Madness, Crash Bandicoot, and Resistance, will host a high-profile talk in the show's Design track titled, "The Long View," which will examine the last forty years of video game history, as well as provide a look into the future.

Cerny notes that "2009 and 2010 have now shown some erosion in console video game sales," and his talk will discuss what this trend could mean for the industry, and why developers might have to adapt to considerable changes in their creative process.

- In a retrospective Design track lecture, "Level Design: Lessons Learned from Age of Empires and Titan Quest," Northeastern University instructor Brian Sullivan will provide attendees with a look back at lessons learned from two popular isometric PC titles he was a part of.

Sullivan, who worked with Ensemble on the Age of Empires series and founded Titan Quest developer Iron Lore Entertainment, will go over the level design processes for these games, offering developers "insight into how to design their levels with respect to gameplay, play style, topic, story, quests, pacing, performance, tech, art, budget, schedule, and fun."

[Continuing his 'Tales from the Vault' series, official GDC historian Jason Scott debuts complete free video of two seminal Nintendo keynotes at GDC -- Shigeru Miyamoto in 1999 and Satoru Iwata in 2005.]

The videotapes are starting to pile up in the "done" box and the process of turning the resulting video files into more lightweight video streaming files is now well underway, and I'll be adding these talks at a good clip for the coming months.

Since Nintendo gave the main keynote for the 2011 GDC [GDC Vault free video], I thought it might be fun to bring out two other Nintendo keynotes given across the last ten years plus: a Shigeru Miyamoto presentation from GDC 1999, and Nintendo's 2005 GDC keynote that introduced the Nintendo DS in depth to the world.

So we're debuting these talks for the first time online, free via GDC Vault. Firstly, Miyamoto's appearance and keynote at the 1999 Game Developers Conference [GDC Vault free video] is a big deal -- a real big deal.

Even if you didn't know who he was, the introductions and palpable excitement from the presenters shows that having the legendary Mario game designer was a huge win for the conference.

To his great credit, Miyamoto provides a presentation about his ideas on game design, the history of Nintendo's entry into the console game market, and a call to innovation, and it's filled with ideas both specific and universal. In other words, he makes it worth the trip.

His speech, coming via a BetaSP archive we've digitized, starts in English. But then he announces he'll continue in Japanese, which he does, with a translator providing the rhythmic back-and-forth between the two languages.

And the core message, as I hear it, is that he thinks story and gameplay, with a good dash of artistry, is what brings the games from being mere shoot-em-ups and twitchfests to being something more, something that will stay with people a long time.

Perhaps that might seem obvious, but his consistent vision from the days of Donkey Kong up through to what he hints at (the Wii) gives these games a sense of weight and thoughtfulness, and his wish in the speech is for many others to do the same.

As an unbroken, long-form presentation of evidence that Miyamoto deserves his high regard and hall of fame designer status, this speech is perfect. It lives up to all the promises of any great speech, and is well worth enjoying, even a decade plus later.