Codemasters hires IGA Worldwide for in-game advertising.
IGA Worldwide, the largest independent in-game advertising firm, and publisher Codemasters have announced a three-year partnership during which IGA will deliver dynamic and static advertisements into future Codemasters titles. Codemasters and IGA Worldwide previously tested their business relationship with DiRT, a rally racing game that hosted IGA advertisements.
Justin Townsend, Chief Executive Officer at IGA Worldwide, said, “We are very pleased to be extending our partnership with Codemasters. 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.”
“As Codemasters continues to deliver innovative and compelling content, the proven success of our brands and community creates an authentic digital platform that attracts high profile global advertisers,” said Rod Cousens, CEO of Codemasters. “We have extended our partnership with IGA as they will not compromise the brand experience or content credibility of our product offerings for consumers. With an established base of premier clients, the independent standing of IGA weighed heavily in our selection. Their technology, systems and pro-active collaboration through the many development stages of game production, adds value for all concerned.”
“Together with IGA, we look forward to delivering targeted dynamic advertising to our audience of gamers. IGA was the obvious in-game advertising network partner choice for us given their history and expertise in matching brands to targeted gamers,” added Codemasters’ Business Development Manager, Peter Chan.