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GCDC names in-game advertising speaker

Nick Welch of Massive will deliver a speech on dynamic in-game advertising and how best to use it

The Games Convention Developers Conference has announced that Nick Welch, EMEA business development manager for Massive, will speak about dynamic in-game advertising at this year's event, discussing which games work best with it, and how to implement it.

The talk, "Investigating the factors that contribute to DIGA dollar success in video games", will layout guidelines for a successful evaluation of dynamic in-game advertising placement at the event, taking place over August 18-20, in Leipzig.

"DIGA is now delivering on its initial promise. The industry has proven growth over the last three years with healthy forecasts for further growth through 2012 and beyond," said Welch. "Advertisers and media agencies strive for innovation and content-rich advertising solutions for their brands, of which DIGA has increasingly become a valuable component."

Dynamic in-game advertising allows for developers and advertisers to customise and remotely change the advertising in any given title.

"In-game advertising is an essential component of the evolving business models for monetising games on all platforms and that makes the topic a perfect fit for GCDC," said Frank Sliwka, project director for GCDC. "Our goal is to present a program that meets the needs of the global interactive entertainment community and Mr Welch's presentation will be an excellent addition to our line-up."

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