VIDEO GAMES MONTH: IGA inks in-game ad deal

In-game advertising network teams with Activision.
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IGA Worldwide has tied a multi-year agreement with Activision to deliver in-game advertising into multiple video game titles on Sony's PlayStation 3 format.

The first game to feature IGA integrated ads will be Guitar Hero World Tour, the next instalment in the franchise which has, to date, sold in excess of 22 million units worldwide (source: NPD Group, ChartTrack and GfK).

The agreement, which also includes future Activision titles, is the second publisher deal announced by IGA since the PS3 opened its platform for in-game ads.

"Activision has one of the most impressive stables of games in the video game industry," said Justin Townsend, CEO of IGA Worldwide. "To partner with them demonstrates the appeal of in-game advertising to marketers and consumers alike. We will be able to connect more brands with engaged users than ever before."

IGA and Activision will work together to integrate the ads into the titles in a contextually relevant way. All dynamic ads can be updated in real time, allowing for campaigns to change creative without a major reprogramming effort. Ads can be targeted to a number of different demographics and offer marketers a wide variety of measurement metrics.

Dave Anderson, head of business development at Activision, added: "By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."


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