IGN Entertainment Launches In-Game Advertising And Marketing Technology Service

BRISBANE, Calif. - April 12, 2005 - IGN Entertainment, the leading gaming information network and the leading provider of in-game technology solutions, is extending its technology platform to serve dynamic content and advertising in video games. IGN's new software and services will enable developers and publishers to manage their online game content throughout the game lifecycle, as well as execute in-game advertising campaigns. Advertisers will be able to develop cross media programs that include in-game and online ads and promotions as part of IGN Entertainment's overall media offering.

"Our In-Game technology is already proven in over 300 games, and includes online matchmaking, chat, CD key verification, unified registration, and statistics and tracking," said Mark Stieglitz, general manager, publisher services, IGN Entertainment. "We are extending our current platform and solution set to enable game publishers to manage the space within their games dynamically, for In-Game marketing, advertising or for other purposes based on their unique needs."

The new In-Game Marketing Technology and Service will extend IGN's media and technology platforms, allowing publishers to enhance the gameplay experience by continually updating their games with new levels, patches, alternative player skins, weapons, buildings, maps, and even soundtracks. These same tools can be used to advertise the next version of a game by dropping in trailers and assets as they become available, as well as offering special in-game promotions.

In addition, IGN's technology will enable publishers to add incremental revenue to their games by selling in-game advertising themselves, or by having IGN leverage its advertising infrastructure and experience to manage and sell in-game advertising programs on their behalf. The technology also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns.

IGN Entertainment's flagship website, IGN.com, reaches the highest concentration of 18-34 year old males online, according to Nielsen//NetRatings @Plan Spring 2005 release. IGN Entertainment's network of media properties reaches an audience of more than 22 million unique users* and serves 1.5 billion impressions a month on behalf of its client base of more than 650 advertisers.

"IGN Entertainment's In-Game Marketing Service allows publishers and advertisers to reach the elusive target audience of young males where they are: online and in the game," said David Tokheim, vice president of marketing, IGN Entertainment. "We already capture the attention of the largest group of gamers worldwide. We are now able to reach this same vital audience in multiple mediums."

IGN Entertainment's In-Game tools and services build on its proven GameSpy backend infrastructure, service teams, data centers and core technologies. Rich dynamic marketing technology is currently available for the PC and PS2; versions for next generation platforms will be also developed.

About IGN Entertainment

IGN Entertainment provides many of the Internet's leading destinations for video gaming, entertainment and community targeted at teens and 18-34 year-old males. The company's properties include IGN.com, GameSpy, Rotten Tomatoes, FilePlanet, GameSpy Arcade, GameSpy Arena, Direct2Drive, TeamXbox , 3D Gamers, more than 70 community sites and a vast array of online forums. Collectively, these properties reached 22.6 million users worldwide* in the month of February 2005, according to Internet audience measurement firm comScore Media Metrix. IGN Entertainment is also a leading provider of technology for online game play in video games. The company's paid content, download and game play services are among the most popular game-related subscriptions available on the Internet. The privately held company has its headquarters in the San Francisco Bay Area, with offices throughout the U.S.

*comScore Media Metrix, February 2005 Worldwide data. Worldwide data cited herein represent an aggregate of 32 countries reported by comScore Media Metrix on a monthly basis.

IGN Entertainment, Direct2Drive, IGN.com, GameSpy, Rotten Tomatoes, FilePlanet, GameSpy Arcade, GameSpy Arena and TeamXbox are trademarks of IGN Entertainment. Other trademarks and copyrights mentioned are the properties of their respective holders.