Skip to main content
If you click on a link and make a purchase we may receive a small commission. Read our editorial policy.

IGA Worldwide and Atari rev up in-game advertising

photorealistic Test Drive® Unlimited joins IGA's Radial network

May 15, 2006

IGA Worldwide, the leading independent in-game advertising company has secured Atari, Inc.'s (Nasdaq: ATAR) next major PC game release, Test Drive® Unlimited, for its in-game advertising network.

Developed by Eden Games, Test Drive® Unlimited offers gamers and car and bike enthusiasts an unprecedented lifestyle and racing experience. Featuring a photorealistic setting of the Hawaiian island of Oahu, more than 100 fully customisable licensed cars and bikes from exclusive manufacturers, and the ability for thousands of gamers to play and interact simultaneously with M.O.O.R: Massively Open Online Racing, Test Drive® Unlimited will speed onto store shelves in September 2006.

IGA, along with its wholly owned communications consultancy, Hive Partners will be incorporating prime billboard locations and interactive branded content within the game. While driving through more than 1,000 miles of diverse Hawaiian terrain, drivers will see real-world campaigns and even interactive stores for a number of brands, including Ben Sherman and Marc Ecko clothing, and receive dynamic updates of new billboard content across the game's lifespan. The content will be served globally via IGA Worldwide's proprietary Radial in-game ad serving network.

"Given Test Drive® Unlimited's wide appeal and high level of realism, we wanted to further enrich gamers' experiences by providing in-game advertising to emulate the real world," said Wim Stocks, Executive Vice-President at Atari, Inc.

"With IGA's in-game ad serving network and Test Drive® Unlimited, advertisers will have the opportunity to tap into a large consumer base and reach new audiences."

"Test Drive® Unlimited is an aspirational lifestyle game facilitating a virtual fantasy life - not only is the game set in Hawaii, but players are able to race in top vehicles including models from Lamborghini, Ferrari and Mercedes Benz," said Justin Townsend, CEO at IGA Worldwide. "As such, it's no surprise that leading global brands want to incorporate the game into their media plans. By bringing this title into our Radial network, we will know exactly how often, where and when, as well as how many gamers are exposed to in-game advertising or placements, allowing advertisers to deliver 'above-the-line' campaign creative and messaging, but with levels of ROI accountability usually only found with online advertising," he added.

(376 words)


About Atari
New York-based Atari, Inc. (Nasdaq: ATAR) develops interactive games for all platforms and is one of the largest third-party publishers of interactive entertainment software in the U.S. The Company's 1,000+ titles include hard-core, genre-defining franchises such as DRIVER, The Matrix (Enter The Matrix and The Matrix: Path of Neo), Stuntman and Test Drive®; and mass-market and children's franchises such as Nickelodeon's Blue's Clues and Dora the Explorer, and Dragon Ball Z®. Atari, Inc. is a majority-owned subsidiary of France-based Infogrames Entertainment SA (Euronext - ISIN: FR-0000052573), the largest interactive games publisher in Europe. For more information, visit

About IGA Worldwide, Inc. (
IGA Worldwide, Inc. is the global leader in unique 360-degree in-game advertising solutions, helping brands to understand and exploit the rich and diverse opportunities available now and in the future. Its proprietary ad serving network, Radial, enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play. It also provides strategic consulting services including integrated product placement and co-promotion through its wholly-owned communications consultancy, Hive Partners. Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, Morgenthaler Ventures and DN Capital.

For further press information please contact:

Drew Benvie or Helen Cleaves at LEWIS
Tel: +44 (0) 20 7802 2626 Fax: +44 (0) 20 7802 2627
Email: drewb/ Web:

For IGA Worldwide enquiries, please contact:
Tom Hosking
Tel: +44 (0) 20 7250 4340

GamesIndustry International avatar

GamesIndustry International


GamesIndustry International is the world's leading games industry website, incorporating and