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IGA to deliver PS3 ads for Activision

In-game ads deal kicks of with 22 million selling Guitar Hero franchise

In-game ads company IGA Worldwide will be supplying ads for Activision's PlayStation 3 titles, starting with the latest in the 22 million selling Guitar Hero franchise.

The deal comes following IGA's deal with Electronic Arts, to provide ads for the publisher's sports and racing titles.

"Activision has one of the most impressive stables of games in the videogame industry," commented Justin Townsend, CEO of IGA Worldwide.

"To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before."

Sony only opened up the PlayStation 3 platform to in-game advertising earlier this year.

"Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time," said Dave Anderson, head of business development at Activision Publishing.

"By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."

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Matt Martin

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Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.

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