GDC: IGA scoops Quake Live in-game ads deal

IGA Worldwide is to provide all the advertising, sponsorship and creative branding for id Software's forthcoming free-to-play title Quake Live.

The latest iteration of the classic multiplayer shooter will be free and played through web browsers, offering users friends lists and communication, stats tracking, matchmaking, sponsored events and tournaments in one package — the quakelive.com website.

"IGA understands game developers and game players which makes them the perfect partner for Quake Live," commented Todd Hollenshead, CEO of id Software.

"Whether itâs been the ease of implementing their SDK or just their excitement about Quake Live, they have been fantastic to work with."

With the game free to consumers, IGA will handle all sponsorship, advertising and branding within the game and on the quakelive.com website.

"id Software is among the proverbial godfathers of modern gaming and we are thrilled to be working with them on their first title in our 'freemium' category,â said Justin Townsend, CEO of IGA Worldwide.

"This partnership is only the latest testament to the increasing acceptance of in-game as an effective, measurable advertising medium and a strategic revenue opportunity for publishers and developers," he added.