Ahead of this year’s debut by the German Association for the Digital Economy (BVDW) at the Games Convention in August, its Connected Games working group is inviting industry colleagues to discuss its goals with experts. These include safeguarding youth protection, providing transparent market data and standardizing new forms of advertising. The event offers a platform for scheduled, focused dialogue with experts from the working group about deficiencies in the online-games market.
The forecast of strong growth in the games industry over the coming months makes it necessary to promote games more visibly as a medium of the digital age. “The knowledge available within the BVDW and its extensive experience in the online and new-media sector represent enormous potential for the continued development of the industry as a whole,” emphasizes working-group head Marc Wardenga. “In recent months, we have worked intensively on market metrics and youth protection. We will soon be able to present our first results.”
On youth protection in online games, the working group is holding initial talks with relevant industry associations about joint cooperation. At present, however, it sees no need for additional national associations in the online-games sector. The Connected Games working group will also develop guidelines for game developers and for dealing with game-content regulation.
In market research, the working group will establish generally applicable market figures and definitions to create transparency. It will soon collect market data such as game reach. “It is important to create awareness of the market’s size, user structure and the advertising impact of games. That is why we need advertising standards that do not yet exist,” says working-group head Carsten Szameitat. “Initial analyses by member companies show that the online-games market in particular is growing at an above-average rate.
Casual games—games that are quick and easy to learn—are becoming an established force in the market.”
Another focus is in-game advertising, which is already a firmly established part of the marketing mix. In-game advertising offers the opportunity to reach many people directly during their leisure time. Alongside initiating studies on the topic, the Connected Games working group is therefore concentrating primarily on developing uniform standards.
The Games Convention will once again exert a powerful attraction this year. The trade show combines three aspects: a business platform, a showcase for media representatives from every country and a public test track for games, hardware, information and edutainment.
That is reason enough for the Connected Games working group to exhibit at the Games Convention in Hall 2, stand G40. The group is also offering interested parties the opportunity to arrange meetings with experts from member companies including SevenOne Intermedia, 11 Prozent Communication, Bigpoint, Gamesload, nexxter, RealGames and United Internet Media. Appointments can be arranged immediately.
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