ARD bets big on gaming to win over younger audiences—but is it mission creep?
ARD, Germany's public broadcaster, is expanding into the gaming world to attract new audiences and engage existing ones. The move, however, has sparked debate about its compatibility with the public broadcasting mandate.
ARD has launched the 'ARD Games Network' to explore innovative platforms like VR, AR, or the metaverse. Despite allegations of sexual abuse and right-wing infiltration on the platform Roblox, ARD presented a game there at Gamescom. The network will operate in four clusters: Strategy, Community, Culture, and Growth, fostering exchange among broadcasters and bolstering ARD's gaming initiatives.
The success of these initiatives is currently under scrutiny. Critics question whether ARD's game plans align with its public broadcasting mandate and demand clarity on their success, measured by access numbers. ARD is responsible for proving this compatibility and supporting its claims with these numbers. The broadcaster sees gaming as a future field to strengthen its brands and reach the nearly 50 million Germans who play digital games regularly, with an equal gender ratio and an average age of around 38 years.
ARD's gaming ventures have sparked debate about their mandate, with critics seeking clarification on their success. Despite these concerns, ARD continues to explore new platforms and reach out to young audiences through its 'ARD Games Network'.
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