Little money, lots of efficiency
Martin Radelfinger, Managing Director of Goldbach subsidiary Adlink, on the state of in-game advertising in Switzerland.
Martin Radelfinger: In the
In principle, all products and services that are also suitable for
are promoted in films via advertising or product placement and are
to the target group of the respective game.
WW: What does this cost me as a client?
Martin Radelfinger: A lot
less than you might think, because the medium is still new. The price
depends largely on whether a fixed integration into the game
or whether, analogous to the Internet, advertising is dynamically integrated into the
Game is fed in.
WW: The reach of advertising is limited. Young people play on computers and consoles.
Martin Radelfinger: The
is no longer true. More and more people over 30
spend their free time playing electronic games. This is shown by figures
from the USA and also from Europe.
WW: Why rely on a new medium without having reliable long-term data?
Martin Radelfinger: One thing is already clear today: In-
Game advertising is an efficient way to achieve a very prominent presence with a modest budget.
WW: Why?
Martin Radelfinger: Classical
Campaigns can often be mapped one-to-one in games. A
A poster is a poster, a TV commercial is a TV commercial - whether in the real or the
the digital world.
WW: Back
on the subject of money: are you already seeing a shift in budgets
of advertisers in favor of in-game advertising?
Martin Radelfinger: Currently
the money still comes from the sponsorship budgets and less from the
classic advertising budgets. However, this is always the case when a
new advertising medium begins to establish itself. First you let
Test balloons go up.
Interview: Nick Lüthi
