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IGA Worldwide/Sega deal

Football Manager series (including the online Football Manager Live) to get in-game ads.

Thursday 29th May/...IGA Worldwide Inc. the leading independent in-game advertising company, today announced an exclusive partnership deal with SEGA Europe Ltd and Sports Interactive for forthcoming titles in the Football Manager™ series, including the highly anticipated Massively Multiplayer Online version, Football Manager Live.

Football Manager Live, due for release this summer, combines the hugely successful Football Manager series gameplay, with the dynamic play experience of a Massively Multiplayer Online Game, allowing managers to pit their tactical skills directly against hundreds of other human players for the first time.

Players can create their own team name, colours, badges and home ground, before deciding which players to sign from Sports Interactive’s world famous database of over 270,000 real life players.

This new development of the franchise offers aspiring football managers the opportunity to play the game their way, changing tactics within live matches from a virtual dugout, exchanging banter with other virtual managers through the in-game chat facilities, and balancing the books for their team, all directly against the tactical brains of other real managers from around the world.

Through IGA’s global sales team, brands will have access to a wide range of advertising prospects in keeping with the opportunities experienced in a real football environment, including league and tournament sponsorship, pitch-side billboards, web-based MPU’s plus a number of premium static integrations.

Uniquely, IGA will also be using its proprietary Radial technology to dynamically link ad spaces between the Football Manager Live game client and the corresponding locations on the football manager live web portal, giving advertisers extended and cohesive exposure as well as the ability to offer video and rich media content within the web-based MPU spaces.

Beyond simply a web portal, links directly into the game servers, allowing managers as well as the public at large the ability to browse the profiles, teams and competition results of other managers as well as chatting via the forums, akin to Facebook for Football.

“The Football Manager series boasts 3 of the top 5 fastest selling PC games in history and we are extremely enthusiastic about partnering with Sports Interactive and SEGA on these world-leading titles leading into the Euro 2008 series this summer,” said Justin Townsend, CEO of IGA Worldwide. “The unique opportunities available to our clients in these titles offer unrivalled exposure, engagement and accountability whilst adding realism and context to a game environment that prides itself on these same qualities.”

“By having all in-game advertising in-situ in our forthcoming titles, it will add to the game playing experience for our customers” said Miles Jacobson, Studio Director at Sports Interactive. “With IGA we’ve found a partner who understands our needs in that regard, and will be helping to enhance this experience in both Football Manager and Football Manager Live”

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 SEGA Europe Limited

SEGA® Europe Limited is the European Distribution arm of Tokyo, Japan-based SEGA Corporation, and a worldwide leader in interactive entertainment both inside and outside the home. The company distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Computer Entertainment Europe. SEGA Europe’s web site is located at

About Sports Interactive Ltd.

Sports Interactive (SI), is the world’s leading developer of football management simulations through it’s Football Manager series of games Founded in 1994 and based in the Old Street area of London, SI has a full-time staff of 44 and employs services of more than 1,500 part-time researchers across the globe. The company’s games have enjoyed an unparalleled history of commercial and critical success, with nine of its creations among the UK's Top 20 fastest-selling PC games of all time, and 4 in the UK’s top 20 best selling PC games of all time. Sports Interactive became a wholly owned subsidiary of SEGA in 2006. Further information on the company and its games is available from the SI website,

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