Codemasters Sign In-Game Ad Deal

July 28th, 2006 by Darren Stevens in Driving

coemasters

Codemasters has signed a deal with IGA Worldwide to bring in game advertisments in titles developed and published by Codemasters. The deal is a multi-title multi-platform agreement that includes titles such as Colin McRae: DIRT and Brian Lara International Cricket 2007 (not released in the US).

The ads will be delivered using IGA’s Radial in-game ad serving technology, which can deliver static ads and interactive product placement. Codemasters CEO Rod Cousens says about the deal:

“Advertising in games generates additional revenue that publishers can offset against product development costs. However, 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.”

Via Gamasutra

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