IGA Worldwide, Inc., the largest independent provider of in-game advertisements, is set to deliver 1 billion ad impressions per week by the end of the year.
The IGA advertising network currently spans 50 different games on multiple platforms, from publishers such as Intel, Burger King and Nokia. IGA has also already made arrangements to serve ads for existing franchises from EA, Atari, Acclaim and Valve.
Between gamers, the jury is still out on how invasive in-game advertising is. In a nutshell, it depends on where the ads show up and how boldly they stand out. From a publishing perspective, in-game ads are a no-brainer – bringing a second stream of income will help offset the growing cost of game production.