In-game advertisements seem to be popping up all over the place, with the most common occurrences in racing and sport titles. Not to be outdone, leading independent in-game advertising company IGA Worldwide has signed a multi-title, multi-platform deal with Codemasters to supply in-game advertising in three of their upcoming titles.
The exclusive deal contracts IGA Worldwide to deliver high quality audio, video, and billboard advertising content into the game environments of Brian Lara International Cricket 2007, Colin McRae Rally, and a third, unannounced, next-gen title.
“Advertising in games generates additional revenue that publishers can offset against product development costs,” said Codemasters CEO Rod Cousens. “However, it,s critical for the ad placements to complement the highly immersive gaming experience of our games across current and future platforms. Following significant due diligence on the market we believe that IGA is ideally placed to deliver on all of these key points.”
IGA Worldwide will manage the dynamic ad sales into these titles while its creative communications consultancy, IGA Hive, will deliver static ads, interactive product placement integrations, and co-promotion activities.
“The fact that another of the world,s leading video game publishers has made the transition to IGA as a one-stop solution for their in-game advertising further demonstrates the strength and business value of our offering and our position as the leading independent company in the industry,” said CEO of IGA Worldwide Justin Townsend. “Codemasters, proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world,s leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms.”
According to IGA Worldwide, 70% of gamers say that advertisements inside computer and video games enhance realism. With IGA Worldwide,s technology, brands can place and exchange advertisements in-game on the fly; consequently, advertisements in the game can correspond to ever-changing campaigns in other media. While engaged in play, gamers are concentrating at a much higher level than someone who is passively watching television or reading a magazine, so in-game advertising seems like a sure bet.
