Thomas Balduff spoke about Augmented Reality (AR) at Casual Connect Europe because it is such a strong and important subject for the games industry. “Everyone is thinking and talking about Augmented Reality (AR), but in the games industry no marketing or business education has been done on the topic. I hope to begin changing this situation by addressing what is important for AR and what is only superficial – the ‘wow effect’.”
Why Augmented Reality Matters
Total Immersion holds a significant place in the games industry ecosystem as the market and technology leader for Augmented Reality. As Balduff points out, “AR is a great tool game developers can use to immerse users into the game. And marketing departments love AR for promoting games.”
“AR is a great tool game developers can use to immerse users into the game. And marketing departments love AR for promoting games.”
Balduff sees digital distribution as one of the major opportunities coming in the games industry. He expects that within the next five years only digital downloads will be available.
The Attraction of the Games Industry
Thomas Balduff is the Sales Manager for Austria and Germany at Total Immersion, the company which provides the world’s most widely used commercial augmented reality platform. Balduff was attracted to the casual, open minded nature of the games industry and enthusiastic about becoming part of it.
He began his career in the games industry with Macrovision, the pioneer in content protection. Macrovision maximized its product portfolio when it acquired Trymedia, which was the leader in Digital Content Distribution. Balduff managed the European Business, working with Games Publishers and Digital Sales Channels. He feels his greatest success to this point has been the business deals with Gamesload.de and RTL.DE, where he particularly enjoyed the great people he worked with.