VIDEO GAMES MONTH: IGA scores with Reebok

In-game ad firm partners with Reebok for new free-to-download online game, Football Superstars.
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Reebok has revealed a partnership with in-game advertising firm IGA Worldwide, to become an integrated partner for the forthcoming free-to-download online game, Football Superstars.

Created by UK-based company CyberSports, Football Superstars is the first MMOG (massively multiplayer online game) of its kind, recreating a 3D virtual football world that enables thousands of human players to compete alongside, as well as against one another.

Reebok will be using the platform to launch its Ambassador Programme, a global search offering amateur players across the world the chance to win a sponsorship deal with Reebok and join its stable of footballers including Thierry Henry and Ryan Giggs.

Virtual advertising hoardings, provided by IGA, will appear around the numerous Football Superstars pitches to support the Ambassador Programme. There will also be a registration link to Reebok's home page offering three months 'premium' subscription to the game, while registrants will also be eligible to enter the Ambassador Programme.

"We're excited to join the virtual world of Football Superstars," said John Zaheer-Flaherty, Reebok's global head of football. "The game and the platform is a perfect fit for Reebok, allowing gamers to express themselves rather than telling them how to play the game."

Giuseppe Bellanca, VP ad sales for Europe at IGA, added: "This game offers brands the unique chance to reach the European market. We are thrilled to be involved with a partnership which combines a high profile sports brand with the first MMO to pioneer the inclusion of a virtual world in its game."

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