Tag Archives: iga

The IGA has claimed today that 36 percent of gamers that see an in-game advert go on to seek information about the related product.

The nugget comes from a new promo vid from the agency, viewable here.

The movie also claims that 90 percent of gamers recall brands they’ve seen through in-game adverts.

We’re not lying. Watch and see.

The IGA has said that its in-game ads tech has been helping to provide revenues among pirated games for years, in light of the fact that MTV is preparing to trial a system to dynamically add advertising to pirated video content on MySpace – effectively giving IP holders revenues from pirated web movies.

“This is an interesting and much needed development for video content, however this is something we have already done for years very successfully for videogames via our dynamic advertising technology,” IGA co-founder Ed Bartlett told VG247 this morning.

“Essentially our system doesn’t care whether the end user has bought, borrowed, rented or pirated the game, it will still deliver regionalised ad content, earning the publisher revenues.”

Bartlett added that IGA’s delivery system also told clients how much their games are being pirated and in which countries.

The exec added that some games are capable up supported a model where a free client is funded solely by ad revenue.

“If you take this model to its extreme conclusion, you end up with free-to-play ad-funded content, with the best example of this model being Trackmania Nations, which has had over 10 million downloads to date and is now in the Guiness Book of Records as the most popular online racing sim.

“Effectively all of their revenues coming from our advertising sales, since there is no retail cost.”

Could automatically-included ads in all pirated games be a way to constantly gather revenue from inevitable piracy, though? Bartlett said it depends on games themselves.

“The story here ultimately comes back to compelling content,” he said. “Whether it be games or video or even music, it’s simply not enough to just make it free and automatically expect to generate enough users to subsidise it through advertising.

“Trackmania was a success because it is a fantastic game, with excellent online and community features, so whilst MySpace will undoubtedly experience some success with this model the reality is it’s all about the content.”

PC games publishers of the world: take note.

IGA will supply in-game ads to Activision’s PS3 games, thanks to a deal announced today.

The first game to be served by the deal will be Guitar Hero World Tour.

“Activision has one of the most impressive stables of games in the video game industry,” said IGA head Justin Townsend.

“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.”

Press release after the link.

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The IGA’s put out a press release claiming that 82 percent of people in a study the company executed with Nielsen reacted positively to contextual in-game advertising.

To quote the release, “One of the most important factors confirmed by the Study is that most consumers reacted positively to in-game ads: 82 percent felt games were just as enjoyable with ads as without. In addition, there was an average 61 percent increase in consumers’ favorable opinions of products advertised in-game post-play.”

Full thing after the drop.

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IGA’s announced a two-year deal with EA to provide in-game ads for its sports and racing titles.

The agreement covers EA Sports franchises Madden NFL, NBA Live, NASCAR and the NHL series, as well as racers Need for Speed and Burnout.

“We are thrilled at this opportunity to expand our strong relationship with EA and are pleased to have been selected to support EA and Sony on this new venture,” commented Justin Townsend, CEO of IGA Worldwide.

Press release after the link.

More »

Update: It’s been confirmed. Press release after the link.

Forbes reckons Sony’s about to announce an in-game ad deal with IGA, with competitor Double Fusion apparently working on a separate deal with the platform holder.

A press release is expected on Wednesday.

The deal will cover dynamic advertising, as opposed to the static kind, which allows clients to roll over campaigns in-game.

Lots more guff through the link.

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According to this, Sony is to provide an “open platform” to in-game ads in PS3, and now has internal team selling space on PSN titles such as Pain.

The maker of the PlayStation3 system will offer an open platform, meaning in-game-ad-serving companies Double Fusion, IGA and Google-owned AdScape all will be able to sell ads in games that run on PS3, according to people familiar with Sony’s plans. The three companies will strike deals with the major game publishers creating PS3 games, such as Electronic Arts, Activision and Ubisoft. Increasingly, those who score the plum publisher deals will turn out to be the winners in the competitive and fast-growing space.

The article doesn’t sound amazingly convincing, if we’re geing honest, but worth a nose nonetheless.

Here. Quake Live was announced today as a free-to-play version of the id shooter, which will be funded by ads supplied by IGA. The game will apparently run in a browser, but that doesn’t look too browser-friendly to us. We’re sure we’ll be proved wrong.

According to this, id is to release a free-to-play, browser version of Quake, supported by ads supplied by IGA.

Dubbed Quake Live, the game will offer friends lists and communication, stats tracking, matchmaking, sponsored events and tournaments.

“IGA understands game developers and game players which makes them the perfect partner for Quake Live,” said Todd Hollenshead, id CEO. “Whether it’s been the ease of implementing their SDK or just their excitement about Quake Live, they have been fantastic to work with.”

Like, wow.

IGA will sell in-game advertising for EA’s Burnout Paradise, including campaigns from Burger king, Diesel, Gillette, CompUSA.com, Sling Media, Vizio, JL Audio and others on billboards, retail stores, radio stations and vehicles in the game.

“We are extremely excited to partner with EA as the Burnout series continues to be such a smashing success around the world,” said Justin Townsend, CEO of IGA Worldwide. “The in-game advertising market is expected to reach nearly £340m/$670m this year which would indicate marketers, game developers and publishers like EA are fast becoming more convinced of the many branding and financial benefits that advertising within this medium continues to deliver.”

Bit of a coup for IGA, this. Burnout Paradise is now topping the UK charts, so it’s perfect timing to get involved. Looks like the whole in-game ads “thing” may finally be starting to live up to the promise. Fingers crossed for Justin, there.