An aspirin after the headshot?
Games Goldbach Media wants to turn video games into an advertising medium and offer everything that online advertising can provide. Because no other medium engages users on such an emotional level, the industry is beginning to explore the world of pixels.
Games Goldbach Media wants to turn computer games into an advertising medium and offer everything that online advertising can.
Marcel is about to take aim at his opponent. After a few well-aimed shots from a high-tech machine gun, Gr33b lies crumpled on the ground. Above the dead body is a poster with the inscription "Ear Dis. More Music. More Mobile". - Mobile operator Sunrise is advertising the killer game "Battlefield 2142".
Advertisers have discovered the world of computer games. Anyone who thinks that computer games are only played by a minority is mistaken. The games industry has already overtaken the cinema market with sales in the billions. In 2005, cinema films generated 21 billion dollars, whereas the games industry generated 27 billion. In 2010, turnover is expected to grow to 51 billion dollars. This is the assumption of the British market researcher Informa Telecoms & Media in the report "Dynamics of games".
Computer games are by no means a niche phenomenon in Switzerland. According to a study by Game Mediarep, 58% of Swiss between the ages of 15 and 24 play electronic games. However, the virtual entertainment genre is not only popular with young men. Almost every third person in the 25 to 40 age group is also represented in the gaming community. They play everything from strategy to simulation.
Advertising expenditure will increaseBecause no other medium involves the user so emotionally, the advertising industry is beginning to engage with pixel worlds. The young advertising form of in-game advertising cannot be ignored. The advertising budgets of print and television are not yet under attack. According to a report by the American market researcher Yankee Group, companies worldwide have only invested 77.7 million dollars in advertising in the game format. For 2011, however, the experts forecast an increase to 971 million dollars.
Game Mediarep, a subsidiary of Goldbach Media, plays a leading role in the advertising marketing of computer games in Switzerland. The company currently acts mainly as an intermediary and offers advertising in all games that are listed for in-game advertising and have a corresponding reach in Switzerland. That is around 200 titles. Ten PC titles and a large number of online and browser games that can be found on platforms such as Bigpoint.com can be booked immediately. Game Mediarep intends to significantly expand its marketing activities. The recently announced acquisition of a minority stake in the American company Jogo Media is a major step in this direction. With this investment, Goldbach is adding a number of exclusive titles to its portfolio and expanding into Eastern European countries.
Tailored to target groupsThere are two types of in-game advertising for advertisers. In addition to static advertising, which is already integrated into the game at the time of purchase, companies can place dynamic advertising. Once the game has been sold, advertising can be flexibly integrated and exchanged. In addition, advertising can be tailored to the region and target group. This has long been common practice in online advertising and is a technical revolution in the still young genre of in-game advertising. Since online features have become an integral part of many PC and console titles, advertisers can optimize their in-game campaigns for user behaviour. Advertising is placed in the worlds of experience where it is also seen in real life: mainly on billboards or in the form of product objects.
Gamers do not find advertising messages annoying, but actually want them as a central element, as several studies have shown. For example, a racing or football game only appears authentic when advertising is displayed. "But be careful," warns Camille Zimmermann from Game Mediarep, "advertising is only accepted by users if it fits the context."
Advertisers discover the urge to playCompanies invest in pixel worlds.
The Chrysler car brand already spends ten percent of its advertising budget on in-game advertising. One of the premiere titles in terms of dynamic advertising is "Battlefield 2142" from Electronic Arts. The computer manufacturer Intel
was the first major brand to occupy virtual billboards and advertise the Core 2 microprocessor.
In-game advertising is on the rise. Sunrise launched a campaign for its Ear Dis brand in the above-mentioned strategy first-person shooter.
Advertising was also
in the racing game titles Trackmania Nations, Trackmania United and Test drive. The campaign was seen 2.5 million times over three months. Campaigns on this scale
are still the exception in Switzerland. Camille Zimmermann: "In Switzerland, the topic of in-game advertising is still so new that companies and agencies first need to be educated about this new advertising medium. We are currently in talks with some top national brands. But we have to do a lot of generic marketing. "Christian Lüscher
Marcel is about to take aim at his opponent. After a few well-aimed shots from a high-tech machine gun, Gr33b lies crumpled on the ground. Above the dead body is a poster with the inscription "Ear Dis. More Music. More Mobile". - Mobile operator Sunrise is advertising the killer game "Battlefield 2142".
Advertisers have discovered the world of computer games. Anyone who thinks that computer games are only played by a minority is mistaken. The games industry has already overtaken the cinema market with sales in the billions. In 2005, cinema films generated 21 billion dollars, whereas the games industry generated 27 billion. In 2010, turnover is expected to grow to 51 billion dollars. This is the assumption of the British market researcher Informa Telecoms & Media in the report "Dynamics of games".
Computer games are by no means a niche phenomenon in Switzerland. According to a study by Game Mediarep, 58% of Swiss between the ages of 15 and 24 play electronic games. However, the virtual entertainment genre is not only popular with young men. Almost every third person in the 25 to 40 age group is also represented in the gaming community. They play everything from strategy to simulation.
Advertising expenditure will increaseBecause no other medium involves the user so emotionally, the advertising industry is beginning to engage with pixel worlds. The young advertising form of in-game advertising cannot be ignored. The advertising budgets of print and television are not yet under attack. According to a report by the American market researcher Yankee Group, companies worldwide have only invested 77.7 million dollars in advertising in the game format. For 2011, however, the experts forecast an increase to 971 million dollars.
Game Mediarep, a subsidiary of Goldbach Media, plays a leading role in the advertising marketing of computer games in Switzerland. The company currently acts mainly as an intermediary and offers advertising in all games that are listed for in-game advertising and have a corresponding reach in Switzerland. That is around 200 titles. Ten PC titles and a large number of online and browser games that can be found on platforms such as Bigpoint.com can be booked immediately. Game Mediarep intends to significantly expand its marketing activities. The recently announced acquisition of a minority stake in the American company Jogo Media is a major step in this direction. With this investment, Goldbach is adding a number of exclusive titles to its portfolio and expanding into Eastern European countries.
Tailored to target groupsThere are two types of in-game advertising for advertisers. In addition to static advertising, which is already integrated into the game at the time of purchase, companies can place dynamic advertising. Once the game has been sold, advertising can be flexibly integrated and exchanged. In addition, advertising can be tailored to the region and target group. This has long been common practice in online advertising and is a technical revolution in the still young genre of in-game advertising. Since online features have become an integral part of many PC and console titles, advertisers can optimize their in-game campaigns for user behaviour. Advertising is placed in the worlds of experience where it is also seen in real life: mainly on billboards or in the form of product objects.
Gamers do not find advertising messages annoying, but actually want them as a central element, as several studies have shown. For example, a racing or football game only appears authentic when advertising is displayed. "But be careful," warns Camille Zimmermann from Game Mediarep, "advertising is only accepted by users if it fits the context."
Advertisers discover the urge to playCompanies invest in pixel worlds.
The Chrysler car brand already spends ten percent of its advertising budget on in-game advertising. One of the premiere titles in terms of dynamic advertising is "Battlefield 2142" from Electronic Arts. The computer manufacturer Intel
was the first major brand to occupy virtual billboards and advertise the Core 2 microprocessor.
In-game advertising is on the rise. Sunrise launched a campaign for its Ear Dis brand in the above-mentioned strategy first-person shooter.
Advertising was also
in the racing game titles Trackmania Nations, Trackmania United and Test drive. The campaign was seen 2.5 million times over three months. Campaigns on this scale
are still the exception in Switzerland. Camille Zimmermann: "In Switzerland, the topic of in-game advertising is still so new that companies and agencies first need to be educated about this new advertising medium. We are currently in talks with some top national brands. But we have to do a lot of generic marketing. "Christian Lüscher
