IGA Worldwide Inks Three-Year Deal with Codemasters

Independent in-game advertising network IGA Worldwide has announced a 3-year partnership with Codemasters (DiRT, Overlord) to deliver both static and dynamic ads into the publisher's future titles. The agreement is an extension of a partnership between IGA and Codemasters announced last year, already affecting Codemasters titles Brian Lara International Cricket 2007, the next-generation version of Colin McRae Rally and DiRT. IGA, whose other clients have included Electronic Arts, Valve, Eidos, Atari and Acclaim, recently received $25 million in Series B funding from GE/NBC Universal’s Peacock Equity and KTB Ventures. “We are very pleased to be extending our partnership with Codemasters,” said Justin Townsend, CEO, IGA Worldwide. “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.”