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IGA Worldwide/EA deal

Latter's PS3 games to receive influx of in-game ads.

Wednesday 4th June/...IGA Worldwide (IGA), the leading independent in-game advertising network today announced a two-year agreement with Electronic Arts Inc. (NASDAQ: ERTS), the world’s leading interactive entertainment software company, to become the media company’s exclusive global, dynamic in-game advertising partner for titles on Sony Computer Entertainment’s PLAYSTATION®3 computer entertainment system. Sony recently opened its PS3™ platform to allow brands to advertise dynamically within games played on the popular video game console, which to date has sold 13 million units worldwide (1), and is forecasted to sell 58.1 million by 2012 (2).

This agreement provides marketers the ability to plan and execute long-term campaigns targeted towards an elusive demographic – males 18 – 34 – through EA’s blockbuster roster of titles. The in-game development cycle also benefits gamers in that the advertisements are better integrated within the gaming environment in order to deliver a seamless and more authentic game environment. EA has worked with IGA on various projects to date, and this agreement builds on that successful partnership.

Under the agreement, IGA will exclusively manage dynamic in-game advertising within EA’s portfolio of PS3 titles including popular EA SPORTS™ franchises Madden NFL football, NBA LIVE basketball, NASCAR® racing and NHL® hockey. IGA will also have access to EA’s popular racing franchises Need for Speed™ and Burnout™.

“We are thrilled at this opportunity to expand our strong relationship with EA and are pleased to have been selected to support EA and Sony on this new venture,” said Justin Townsend, CEO of IGA Worldwide. “It’s exciting that the PS3 has opened up and marketers will now have access to the platform, as this represents a tremendous opportunity for brands targeting a valuable and hard-to-reach audience, plus it sends a clear message that dynamic in-game advertising has arrived as a compelling medium for marketers.”

IGA’s dynamic in-game advertising platform allows for in-game ad elements to be updated in real time, keeping ads fresh and relevant to each gamer. EA’s development teams work closely with IGA to ensure that advertising is placed appropriately within the game environment in order to reflect an authentic gaming experience.

“EA is committed to providing both great entertainment experiences for consumers and effective advertising solutions for marketers,” said Elizabeth Harz, EA’s Senior Vice President of Global Advertising Sales. “Dynamic in-game advertising is an important growth area for our business, and we are excited to partner with IGA to provide industry leading in-game marketing.”

IGA serves hundreds of millions of dynamic ad impressions per week to more than 10 million highly-engaged online gamers across a wide range of game genres. IGA’s proprietary technology provides marketers with comprehensive measurement data including how consumers interact with each piece of creative, the size of the ad on screen, for how long and at what angle.

(1) Sony plans new role for PLAYSTATION 3, UPI, published April 21, 2008

(2) IDG Q1 2008 Video Game Market Forecast, IDG Consulting, published Q1 2008.

About IGA Worldwide

IGA Worldwide, Inc. ( is the largest in-game advertising company with a proprietary ad serving network. The IGA Worldwide Radial NetworkSM enables advertisers to target millions of engaged gamers across a wide range of platforms and genres. IGA Worldwide has already delivered campaigns for diverse brands such as; 20th Century Fox, Ben Sherman, Discovery, FHM, Hawaiian Airlines, Intel, Jeep, MTV, and T-Mobile. IGA Worldwide also provides strategic consulting services including integrated product placement and promotion through its dedicated creative solutions department. Headquartered in New York with offices in London and Berlin, the group is backed by Peacock Equity (a joint venture between GE-Commercial Finance and NBC Universal), Easton Capital Group, Intel Capital, Morgenthaler Ventures, KTB Ventures, Translink Capital, Presidio STX, LLC. and ITOCHU Corporation.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTSTM, EATM, EA SPORTS Freestyle TM and POGOTM. In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is More information about EA's products and full text of press releases can be found on the Internet at

EA, EA SPORTS, EA SPORTS Freestyle, POGO, Need for Speed and Burnout are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. John Madden, NFL, NBA, NASCAR and NHL are trademarks of their respective owners and used with permission. All other trademarks are the property of their respective owners.

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