IGA Worldwide brings advertisements to our mobile sanctuary.
Once we began walking through virtual space it became apparent to advertisers that this was untapped ad space for the plundering. Product placement and blatant advertising will be coming to our mobile games in attempt to suck out some further revenue from us. The best we can hope for is subsidized game prices and reinvestment of these advertising dollars into the industry.
The UK publisher Codemasters has signed an exclusive in-game advertising deal with IGA Worldwide to deliver static and dynamic ads within a range of titles heading to the mobile platform this year.
The deal, which includes the company’s traditional PC and console games portfolio, will support audio, video and billboard advertising content in and around the game environments through IGA Worldwide’s Radial Network.
Rod Cousens, Codemasters CEO, commented: “Advertising in games generates additional revenue that publishers can offset against product development costs.”
“It’s critical for the ad placements to complement the highly immersive gaming experience of our games across current and future platforms. Following significant due diligence on the market we believe that IGA is ideally placed to deliver on all of these key points,” he added.
The news follows Codemasters’ recent announcement regarding the addition of BREW support for its mobile portfolio, as the company looks to strengthen and expand its presence within the mobile gaming space.
“Codemasters’ proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world’s leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms,” added Justin Townsend, CEO of IGA Worldwide.
There is no information regarding which products will be advertised but announcements are surely to follow.