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

IGA Worldwide wins exclusive multi-year dynamic in-game advertising agreement for FIA GT and WTCC racing titles

IGA takes pole position by adding forthcoming titles from world leading racing developer SimBin into its Radial ® network portfolio

April 13, 2005

IGA Worldwide, the multi-award-winning in-game advertising specialist, has signed a multi-year exclusive agreement to integrate its Radial ® in-game advertising technology into SimBin's stable of officially licensed racing video game titles - GTR, based on the FIA GT and a recently announced new series to be based on the World Touring Car Championships.

The agreement with SimBin, recognised as one of the world's premier racing simulation developers with major pan-European and US distribution agreements, includes three titles for 2006 starting with the imminent re-release of the universally applauded FIA GT racing game, GTR, winner of numerous awards and with average review scores exceeding 90 per cent. This will be followed later this summer with the hotly anticipated GTR sequel and last, but definitely not least, the debut of the first dedicated WTCC racing game. The deal comes on the heels of a recent IGA announcement for another immensely popular racing franchise, TrackMania Nations.

"What SimBin required for these titles was not only revenue generating ads, but extremely realistic and appropriate ad content and placement that will match and enhance the unrivalled pixel-perfect realism our games provide, coupled with the flexibility and high degree of measurability and standards inherent in IGA's Radial network," said Magnus Ling, CCO of SimBin.

The WTCC (World Touring Car Championship) is broadcast worldwide and in 2005 attracted 491 million viewers. It is anticipated that 600 million will tune-in in 2006. The series features official factory-supported entries from BMW, Ford, Chevrolet, Alfa Romeo, Honda, Mercedes and Seat, amongst others.

"SimBin's GTR is renowned as the most realistic racing simulation ever released, and having played early versions we are certain that their WTCC titles will maximise their unique combination of professional racing background and veteran development teams to deliver the most exhilarating experience for players," said Justin Townsend, CEO of IGA Worldwide. "We are really excited to be able to offer these virtual racing communities as an exclusive promotional platform for the world's leading brands whilst adding to the realism of the game environments."

As well as featuring dynamic billboards around the tracks and circuits, IGA's wholly-owned communications consultancy Hive Partners will be responsible for integrated promotional opportunities surrounding the real-life events, including the attendant 'Get Real' race center, which allows race day attendees to participate in linked races at the circuits.

(424 words)

NOTES TO EDITORS

About IGA Worldwide, Inc. (www.igaworldwide.com)
IGA Worldwide is the global leader in 360-degree in-game advertising solutions, helping brands to achieve measurable results in the world's fastest growing and most engaging new communications medium. Through its proprietary ad serving network, Radial ®, IGA enables advertisers to dynamically target millions of engaged consumers across a broad range of game platforms, titles and genres, while its wholly-owned communications consultancy, Hive Partners delivers strategic consulting services and exclusive access to unique integrated product placement and co-promotion opportunities.

Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, 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 100 Private Company' in the media and entertainment sector in the OnHollywood awards.

About SimBin
SimBin Development Team AB is a Swedish game developing company making interactive entertainment with focus on the highest simulated gaming realism for all leading gaming platforms. The company possesses a global distribution network with its main markets in Europe and the US. SimBin was founded in 2003 and occupy a total staff of 70 people, consisting of 40 employees at the headquarters in Vara and the development studio in Gothenburg, and 30 distributed consultants worldwide. In the SimBin portfolio you will find award-winning titles like "GTR - FIA GT Racing Game" and "GT Legends".

For further press information please contact:

Helen Cleaves or Drew Benvie at LEWIS
+44 (0) 20 7802 2626
helenc/drewb@lewispr.com

Author
GamesIndustry International avatar

GamesIndustry International

Contributor

GamesIndustry International is the world's leading games industry website, incorporating GamesIndustry.biz and IndustryGamers.com.