14 DAY TRIAL // Those who read news about development, publishing, distribution and advertising agreements between companies behind the big titles on the video games market today might be interested to know that IGA Worldwide (the largest independent in-game advertising network) has confirmed 3 more years of partnership with Codemasters (publisher), in an effort to deliver dynamic and static ads into a range of future titles from the latter.
"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."
The publishing company is well known for delivering a great variety of titles for all platforms as far as the racing genre is concerned. Series such as Race Driver and Colin McRae alone have sold over 7 million and 9 million games respectively up until this point, something that explains IGA's confidence in signing with the publisher on another 3 years of placing ads in its titles.
As for IGA's portfolio, the company has tapped several of the worlds most popular racing games, such as Colin McRae: DiRT (also published by Codemasters). This title alone has already sold some 700,000 copies, according to an official report.
"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."
According to the same report, IGA has recently received $25 million in Series B funding from GE/NBC Universal's Peacock Equity and KTB Ventures, while the publisher of DiRT has also received a $99 million investment from Goldman Sachs (one of the world's largest global investment banks - founded in 1869).