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IGA Strikes In-Game Ad Deal with Valve

Written on
December 18th 2006
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In-game advertising company IGA Worldwide has signed an exclusive deal with game publisher Valve to provide in-game advertising for the popular Counter-Strike multiplayer first person shooter.

In-game advertising allows brands to appear within a game as billboards, 3D objects, and other game elements than can be seen or interacted with. The integration with the environment, along with the amount of time most players spend in a game, can deliver greater brand recall than advertising in other forms of media.

According to the release, millions of gamers around the world play Counter Strike, spending an estimated five billion minutes per month, making it one of the world’s most popular PC games. “As the world’s premier online action game, Counter-Strike’s player minutes exceed its closest competitor by more than 100%,” said Doug Lombardi, Valve’s director of marketing, in a statement.

The in-game ad deal is also the largest for IGA’s Radial ad network. “This exclusive agreement between IGA Worldwide and Valve adds significant value to our network and provides brands with a surefire way to reach millions of consumers with high impact advertising, and with highly measurable results,” adds IGA CEO Justin Townsend. “We have created a new mass-reach advertising channel where we can deliver targeted ‘above the line’ advertising creative to the living rooms of highly engaged, hard to reach demographics, yet with the measurability of below the line mediums such as online.”



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