IGA strikes ads deal with Merscom

IGA Worldwide will be providing in-game ads for casual gaming specialist Merscom.

The agreement is a move by IGA to tap into a market it believes is heavily dominated by female players aged over 30.

"This agreement expands our casual game network to further enable our advertisers to reach this growing, engaged and influential audience of female gamers" says Justin Townsend, CEO of IGA Worldwide.

"We continue to strive to create opportunities to offer advertisers new and exciting ways to reach various demographics and this partnership with Merscom allows us to deliver on that promise."

IGA will provide contextually relevant ads to European and North American titles both online and in retail.

"In-game advertising is being talked about a lot but very little has been done within the casual gaming space," said Lloyd S Melnick, chief customer officer at Merscom.

"We are excited to partner with IGA, a leader in in-game advertising, to open up casual games to advertisers throughout the world for one of the first times."