IGA Worldwide in Pole Position Through Exclusive In-game Ad Deal with Codemasters
Wednesday 29th August/...IGA Worldwide, Inc., the largest independent in-game advertising network demonstrates continued momentum as they announce a new 3-year partnership with game publisher Codemasters. IGA will deliver both dynamic and static advertisements into a range of future titles from the publisher.
Codemasters has built an enviable reputation as one of the world leaders in the racing genre, with the Race Driver and Colin McRae franchises alone having sold over 7 million and 9 million games to date respectively, and their tremendous following is a further indicator of the significant reach for advertisers in the in-game advertising space. Similarly IGA's racing vertical already reaches several million users and includes several of the worlds most popular racing games including Codemasters' current hit title DiRT (titled Colin McRae: DiRT in Europe) series, itself having already shipped over 700,000 units.
"We are very pleased to be extending our partnership with Codemasters," said Justin Townsend, CEO, IGA Worldwide. "The company's dominance in the racing genre is one of the most relevant and important for advertisers, with a very high concentration of the valuable 18-34 male demographic. Codemasters has consistently proven itself as one of the most advanced producers of world class racing and action games and its future portfolio will be no exception."
"As Codemasters continues to deliver innovative and compelling content, the proven success of our brands and community creates an authentic digital platform that attracts high profile global advertisers," says Rod Cousens, CEO, Codemasters. "We have extended our partnership with IGA as they will not compromise the brand experience or content credibility of our product offerings for consumers. With an established base of premier clients, the independent standing of IGA weighed heavily in our selection. Their technology, systems and pro-active collaboration through the many development stages of game production, adds value for all concerned."
"Together with IGA, we look forward to delivering targeted dynamic advertising to our audience of gamers," said Peter Chan, business development manager, Codemasters. "IGA was the obvious in-game advertising network partner choice for us given their history and expertise in matching brands to targeted gamers."
IGA Worldwide presently offers a reach of over 10 million users to many of the world's leading brands including: Intel, Discovery Networks, Ben Sherman, T-Mobile, MTV, FHM, 20th Century Fox, Paramount, Amazon and Jeep and these additional partnerships continue to grow both the network reach and the audience demographics available.
IGA recently received $25 million in Series B funding from GE/NBC Universal's Peacock Equity and KTB Ventures and Codemasters recently received a $99 million investment from Goldman Sachs to support the company's future growth plans.
About IGA Worldwide
IGA Worldwide, Inc. ( www.igaworldwide.com) is the largest in-game advertising company with a proprietary ad serving network. The IGA Worldwide Radial network enables advertisers to target millions of engaged gamers across a wide range of platforms and genres. IGA Worldwide has already delivered campaigns for diverse brands such as; 20th Century Fox, Ben Sherman, Discovery, FHM, Hawaiian Airlines, Intel, Jeep, MTV, and T mobile. IGA Worldwide also provides strategic consulting services including integrated product placement and promotion through its wholly-owned communications consultancy, Hive, a trading name of IGA Hive Ltd. Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, Intel Capital, Morgenthaler Ventures and DN Capital.
About Codemasters
Codemasters is a leading developer and publisher of best-selling interactive entertainment products for a global audience across multiple gaming platforms and channels. Established in 1986, the company's dominant brands include DiRT, Overlord, Clive Barker's Jericho, Race Driver and Operation Flashpoint. Codemasters is headquartered in Warwickshire UK, with North American operations based in Burbank, Calif. The company also maintains operations in Germany, France, Spain, and Benelux. Codemasters receives over two million visitors to its web site every month, discover why at www.codemasters.com