Atari partners with IGA Worldwide

Atari has announced a new deal with independent in-game advertising network IGA Worldwide for the provision of targeted dynamic ads in the PC version of Test Drive Unlimited.

Utilising the company's Radial network, IGA will implement various dynamic billboard ads within the game, but plans to extend this further with the introduction of branded interactive elements to the game such as virtual stores for Marc Ecko and Ben Sherman apparel - which players can approach during a race and interact with sales staff to purchase new items.

Wim Stocks, Atari's EVP, commented: "Given Test Drive Unlimitedâs wide appeal and high level of realism, we wanted to further enrich gamersâ experiences by providing in-game advertising to emulate the real world."

"By bringing this title into our Radial network, we will know exactly how often, where and when, as well as how many gamers are exposed to in-game advertising or placements, allowing advertisers to deliver âabove-the-lineâ campaign creative and messaging, but with levels of ROI accountability usually only found with online advertising," added Justin Townsend, IGA Worldwide CEO.

In-game advertising is a rapidly expanding sector of the games industry, supported by multiple publishers and brand professionals, recently gaining a significant vote of confidence when Microsoft acquired in-game advertising firm Massive Inc in a deal estimated to be worth USD 200-400 million.

Test Drive Unlimited is scheduled for an autumn release on PC, Xbox 360, PS2 and PSP formats.