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IGA Worldwide signals major ad network expansion with multi-title Codemasters agreement

exclusive deal signed for static and dynamic rights across leading game franchises and platforms including mobile and next generation consoles

July 27, 2006

IGA Worldwide, the leading independent in-game advertising company, has signed an exclusive multi-title, multi-platform agreement for a range of key titles from Codemasters, a leading developer and publisher of critically acclaimed video games.

IGA Worldwide will deliver high quality audio, video and billboard advertising content into and around the game environments of titles including Brian Lara International Cricket 2007, the next-generation of the leading off-road racing franchise Colin McRae Rally, and a further, as yet unannounced, next-generation property, via its proprietary Radial in-game ad serving technology.

"Advertising in games generates additional revenue that publishers can offset against product development costs," said Rod Cousens, CEO at Codemasters. "However, it's critical for the ad placements to complement the highly immersive gaming experience of our games across current and future platforms. Following significant due diligence on the market we believe that IGA is ideally placed to deliver on all of these key points."

IGA Worldwide will exclusively manage dynamic ad sales into the range of titles, whilst its wholly-owned creative communications consultancy, IGA Hive will be responsible for static ads, interactive product placement integrations and co-promotion activities.

"The fact that another of the world's leading video game publishers has made the transition to IGA as a one-stop solution for their in-game advertising further demonstrates the strength and business value of our offering and our position as the leading independent company in the industry," said Justin Townsend, CEO of IGA Worldwide. "Codemasters' proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world's leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms."

Colin McRae Rally was originally launched in 1998 and is now a genre leading, 8-million+ selling series. In 2007, Codemasters will launch an all-new Colin McRae title for next-generation consoles, PC and mobile phones. The new title will go beyond the series' point-to-point rallying to deliver the most diverse selection of extreme off-road competitions. Sensational gravel, mud and dirt racing events from the world over will complement the renowned international rallying events.

Brian Lara, the genre-leading cricket game series, will return with Brian Lara International Cricket 2007 and officially feature the ICC Cricket World Cup 2007. Coming to PlayStation®2, Xbox 360 and PC, the sequel to the best-selling 2005 title will launch to coincide with the ICC Cricket World Cup 2007 in March 2007.

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About Codemasters

Codemasters is a leading developer and publisher of best-selling interactive entertainment products for a global audience on current and future gaming platforms and channels. Established in 1986, the company's dominant brands include Colin McRae Rally, TOCA Race Driver, LMA Manager, Brian Lara Cricket and Operation Flashpoint.

The company is headquartered in Southam, Warwickshire UK and maintains operations in the US, Germany, France, Spain, and Benelux. More information about the company and its products is available online at

About IGA Worldwide, Inc.

IGA Worldwide, Inc. ( ) is the leading independent in-game advertising company, 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, IGA Hive. Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, Intel Capital, Morgenthaler Ventures and DN Capital. IGA has recently been voted by ad industry-leaders as the 'Breakout Company of the Year 2006' and as a 'Top Private Technology Company in the World.

For further press information please contact:

Helen Cleaves at LEWIS PR

Tel: +44 (0) 207 802 2626


For IGA Worldwide enquiries, please contact:

Ed Bartlett

Vice-President Europe

Tel: +44 (0) 207 250 4340



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