IGA Worldwide Eyes Ad Network Expansion with Codemasters Deal
Independent in-game ad company IGA Worldwide, has today signed an exclusive multi-title, multi-platform agreement for key titles from Codemasters, a videogame publisher and developer of games.
According to IGA, the deal was signed for the static and dynamic rights across game franchises and platforms including mobile and next generation consoles.
IGA Worldwide will in turn deliver audio, video and billboard advertising content within the game environments of titles including Brian Lara International Cricket 2007, the next phase of the off-road racing franchise Colin McRae Rally, and a third, unannounced next-generation property, via its proprietary Radial in-game ad serving technology.
IGA Worldwide will exclusively manage dynamic ad sales into the range of titles, while its creative communications subsidiary, IGA Hive, will be responsible for static ads, interactive product placement integrations and co-promotion activities.
“The fact that another of the world’s leading videogame 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 Justin Townsend, CEO of IGA Worldwide in a statement. “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.”
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