Sega inks in-game ads deal with GET Interactive

Sega of America has signed a new advertising deal with GET Interactive, a company with technology that allows users to buy products directly via online-enabled content.

GET's Ad Venture technology features links within entertainment content — music videos for example — and is completely optional for the user, allowing them to interact with virtual products and go so far as buying real products.

The company says it is working with Sega on a wide array of brand placements in a new videogame currently in development.

"With typical product placement you simply see a product in the game, GET allows you take the relationship one step further and allows the consumer to interact in a more meaningful way with the brand," commented Rob Lightner, vice president of business development at Sega.

GET says that it is currently in talks with other content creators, including videogame companies and movie and television studios, to expand its business.

"Content creators are quickly realising that last generation advertising models will not work for next-generation content models," offered Rick Harrison, CEO of GET Interactive.

"The power of GET is that anywhere and any way the content can be viewed, we can be there, providing an interactive, dynamic branding scenario.

"Our opt-in platform allows for content driven, one-on-one interaction between brands and their target consumers - and that's ideal for brand marketing," he added.