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Ed Bartlett departure

Leaving in-game ads outfit IGA Worldwide to "pursue new ventures".

London – November 22, 2010 – Ed Bartlett, VP Europe of IGA Worldwide Inc. the leading independent in-game advertising network has today announced that he has left the company in order to pursue new ventures.

One of the pioneers of in-game advertising, former game developer Ed Bartlett sold his agency Hive Partners to IGA in 2004, joining the fledgling company as a co-founder before helping to raise its initial $17m Series A venture capital financing.

Ed played an instrumental role in seeding the in-game advertising market with press, advertisers and games developers, as well as growing IGA’s share of it via global inventory deals with companies including EA, Valve, Codemasters, Sega and Atari, building consumer reach of over 30 million unique users.

Most recently as Vice President Europe, Ed has been responsible for IGA’s day-to-day operations across the UK, France, Germany, Spain and Poland, sealing a number of innovative deals including a partnership with leading out-of-home advertising agency, Posterscope.

“As one of the founding members of IGA/Hive Partners, Ed has played an important role in not only the growth of the company, but the in-game advertising industry as a whole,” said Christian Vry, CEO of IGA. “Everyone at IGA wishes him the very best of luck for the future.”

“The past seven years have been a remarkable period in my life and I am immensely proud of everything we have achieved together in that time, in particular the measurable difference we have made to game developers and publishers seeking new revenue streams” said Ed. “With new funding in place and signs of a resurgence in the advertising market, the company is extremely well placed to capitalise on renewed industry confidence and market growth. I’m now looking forward to exploring a number of exciting new challenges in gaming and beyond.”


Contacting Ed Bartlett

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About IGA Worldwide

IGA Worldwide ( is the world’s leading independent in-game advertising network. IGA enables advertisers to target millions of highly engaged consumers playing games across a wide range of gaming platforms and genres. IGA Worldwide was selected by Sony Computer Entertainment as the first in-game advertising provider for the PLAYSTATION ®3 and is partnered with leading game companies worldwide. The company has pioneered the in-game advertising space, delivering dynamic campaigns for a broad range of brands such as 20th Century Fox, Gillette, Intel, McDonald’s, Puma, Toyota and Unilever. IGA was founded in 2005 and is headquartered in New York City with additional offices in San Francisco, London, and Berlin.  IGA’s financial backers include Easton Capital, Kreos Capital and T-Venture. 

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