IGA Worldwide and NBC Universal Digital Media have announced a deal for NBC Universal to sell a portion of IGA's premium in-game advertising and create customized packages for clients on the IGA network.
IGA Worldwide is the world's largest in-game advertising company, offering advertisers a market of millions of "engaged consumers" across a wide range of platforms and genres through its proprietary "Radial" network. In-game advertising is expected to out-pace online advertising with a predicted growth rate of 33 percent per year over the next five years.
Justin Townsend, CEO at IGA Worldwide, said, "We couldn't be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients. The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network."
"We are focused on creating multi-platform solutions for our marketing clients, ensuring they achieve their campaign goals and connect with engaged consumers wherever they are spending their time," added Nick Johnson, Vice President of NBC Universal Digital Media Advertising Sales. "The virtual world and gaming space is one of the fastest growing mediums around. Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience."
Financial details of the arrangement have not been released.