Codemasters, IGA Worldwide sign in-game ad deal

UK publisher Codemasters has signed an exclusive in-game advertising deal with IGA Worldwide, to deliver static and dynamic ads within a range of key titles on both console and mobile platforms.

Confirmed titles - which will support audio, video and billboard advertising content into and around the game environments - include Brian Lara International Cricket 2007, the next-generation version of racing franchise Colin McRae Rally and a further, as yet unannounced, next-gen property.

Rod Cousens, Codemasters CEO, commented: "Advertising in games generates additional revenue that publishers can offset against product development costs.

"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," he added.

The move marks the latest in a string of major publishers seeking additional revenue streams through in-game advertising, particularly in light of the console hardware transition and reports of rapidly escalating software development costs.

"Codemastersâ proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the worldâs leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms," added Justin Townsend, CEO of IGA Worldwide.

Interestingly, the deal stretches beyond Codemasters' PC and console product range, extending into the mobile game division, which is a relatively new venture for the publisher. The company plans to launch the latest version of its acclaimed Colin McRae Rally series in 2007, which will appear on PC, console and mobile phones.

No information regarding specific advertising brands or products to appear in the games has been announced so far, although both Codemasters and IGA Worldwide are expected to make further announcements on the new deal shortly.