IGA to sell in-game ads for Burnout Paradise

By Patrick Garratt, Tuesday, 29 January 2008 14:46 GMT

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.

Sometimes we include links to online retail stores. If you click on one and make a purchase we may receive a small commission. For more information, go here.



Burnout Paradise



  • Is this the first teaser for Kickstartvania?

    A mysterious flyer handed out at Keji Inafune’s PAX Prime panel may be the first clue to a project nicknamed Kickstartvania.

  • IGA - 36% of gamers seek product info from in-game ads

    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 […]