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Top brands show great interest in new forms of e-game advertising

At the 3rd GfM World Congress in Berlin e-game advertising stepped into the limelight. For the first time major players in the industry like Microsoft, Jung von Matt, Atari, IGA, UFA and ORF took up on the new advertising channel.

With more than 80 attendees, GfM World has become one of the most important forums for brands, media, advertising agencies and publishers.

Top-class speakers and attendees from all areas of the industry met at the 3rd GfM World Congress in Berlin on 30th March 2006. The luxurious ambiance of the Grand Hotel Esplanade set the scene for intensive discussions on the development of in-game advertising and current activities.

The different requirements on advertising and its quality were clearly exemplified: IGA Worldwide, one of the first in-game advertising agencies worldwide, illustrated how advertising can be placed and measured easily in e-games even today.

The organizer of the 3rd GfM World Congress, 11 Prozent Communication, a consulting agency specializing on e-games and mobile entertainment, offered a general market survey and explained the different characteristics of the involved industry areas.

Jung von Matt defined future requirements on this new form of advertising and Microsoft presented its vision of media networks in future households. ORF demonstrated that a convergence between classical media and e-games can already be realized perfectly at present.

Because of the extremely positive resonance the 4th GfM World Congress on e-marketing (29th/30th March 2007) will be arranged as an international event for the first time.

In addition to e-game advertising topics like networking with online, mobile media and PC as well as consoles will be discussed. New chances for advertising are evolving in these areas and should be taken into account.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.