IGA Worldwide Powers Ad-Supported ESWC Title
Game developer Nadeo is releasing the latest edition of their massively multiplayer online racing game Trackmania Nations as a free download for the Electronic Sports World Cup, an international video gaming competition. Powering the title is IGA Wordwide’s in-game advertising technology. Nadeo developed this version of Trackmania Nations (still below) specifically for the ESWC, and has released it as a free download to the general public.
So far, IGA Worldwide CEO Justin Townsend tells ADOTAS that reactions from gamers have been “Very positive actually; surprisingly positive,” He adds, “…there is very specific targeting for very specific target groups, so on the whole, what we see from our internal research, as well as from our external research is that so long as the ads are contextually relevant to the gaming environment, then it’s a very very positive takeup indeed.”
Right now IGA is serving up ads for T-Mobile for Trackmania, and they will be releasing material from other advertisers as well over the next few days. IGA’s software allows publishers to track where their games are being played. “We actually target French advertising to the French population, English to the English population, and so on with Germany and the rest as well,” says Townsend.
Currently Trackmania Nations has been downloaded more than a million times. IGA has served advertising to more than 800,000 unique Trackmania Nations gamers, spending nearly 2 million hours connected to the IGA ad servers. Ads appear both around the Trackmania racing arena, and inside it as billboards. Other games featured in the Electronic Sports World Cup include Counterstrike and Gran Turismo 4.
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