IGA Worldwide is slowly turning into one of the leading in-game advertising companies in the world, bringing ads for titles like Trackmania or Quake Live. They also have numerous projects with other firms, one of them being Israeli developer Invasion Interactive and its MMOFPS Rising Eagle: Futuristic Infantry Warfare. The game is going to receive an ad injection from IGA and, therefore, it will be 100% free to play. Don't you love ads already?

Rising Eagle: Futuristic Infantry Warfare is the debut title of the Israeli company, bringing team-based tactical combat to the online worlds, along with competitive and cooperative play, exciting game modes, plus dangerous and beautifully crafted weapons.

Ed Bartlett, VP Publisher Relations, Europe of IGA Worldwide, said, "The release of a top tier title like Rising Eagle: Futuristic Infantry Warfare for free demonstrates IGA's continued drive to offset the rapidly rising cost of developing premium games. As in-game ad budgets steadily increase the 'freemium' model which IGA pioneered will further illustrate the company's commitment to bringing games to market in a manner that benefits consumers, developers, publishers and advertisers".

It seems that this is the future of gaming, at least of PC gaming, since this free to play model has two major advantages: from the publisher's point of view, there are from the start much more players in their game, since it is free (and, therefore, in-game campaigns are targeted at more people) and from a gamer's point of view, there is one huge privilege: no money spent. So it's a win-win situation.

However, until we get to see IGA's ads in Rising Eagle: Futuristic Infantry Warfare, we should know that on behalf of premium advertisers, the company places relevant, contextual advertisements within the game's dynamic urban environment in order to further enhance the all-encompassing sense of realism for the gamer. And, of course, to promote the products.