We are an InGame Advertising company located in beautiful Hamburg, Germany, founded by Björn Gawenda and Sebastian Wendrich in early 2012. Our goal is to offer a decent solution on the InGame Advertising market for Game Developers and Advertisers.

Everbody knows gaming is a growing market (especially mobile-, browser- and social-games) and people spending more and more time on playing games. Some companies consider games a suitable way to adress their audience. Furthermore market research institutes give predictions that there will be more spendings in the next years.

Despite this upgrowth there are still hurdles to overcome. One reason is the communication effort of the business’s deal-making between Game Developers and Advertisers. In most cases both parties need to know each other to enter the InGame Advertising market. If they are not connected to each other and new to the InGame Advertising market they need to make this connection proactively. After that the advertisment is arranged individually because there are no standards in the field of InGame Advertising. This costs a lot of time and money on both sides and moreover the Advertiser has no chance to book near-term campaigns.

Let us talk about the lack of advertising standards. The IAB published guidelines in 2009 which define some aspects regarding the tracking of the effectiveness of InGame Ads. Some of those guidelines are easy to apply but some of them are inapplicable. These guidelines stick to the measurement of InGame Advertising but they do not discuss the advertising formats. In fact games need different image formats than online appearances. So this is also a cost factor for Advertisers who need to produce extra AdContent. Aside from that Game Developers may be responsible to verify the effectiveness towards their Advertisers. Game Developers have to do extra coding and reporting which increases the costs.

To sum it up: A lot of communication has to be done on both sides and the lack of standards makes it difficult for the Game Developers and the Advertisiser to integrate InGame Advertsing. This results in great expense and high expenditure of time.

Why are we telling you all that? Because we solve all these problems. With our AdNetwork we fulfill the requirements of Advertisers and Game Developers. We bring them together and establish a way to tap the full potential of InGame Advertising.

Sebastian Wendrich studied at FH Wedel, which is located near Hamburg, and finished with a diploma in Computer Science. He was working in the games industry since 2006. At SnapDragon Games he was responsible for the development of the inhouse NintendoDS Game Engine and was involved in several NintendoDS titles. After he had a short stop at BigPoint in 2010 he joined Nurago. He was working for Nurago, which is a subcompany of GfK, for 1,5 years in the field of digital market research as a programmer. Since January 2012 he is one of the founders and Managing Directors of elblabs. You can mail me right here: mail

Björn Gawenda also studied at FH Wedel resulting in a diploma in Computer Science. He was working in the games industry since 2007. At SnapDragon Games he was responsible for the development of the inhouse Nintendo Wii Game Engine and was involved in several Nintendo Wii titles. From 2010 on he had a longer stop at BigPoint where he was working on online multiplayer games until he founded elblabs. Since January 2012 he is one of the Managing Directors of elblabs. You can mail me right here: mail