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

In-game advertising moves into the mainstream with exclusive German sales partnership

~ agreement between IGA Worldwide and AdLINK allows complete integration of ad strategies ~

News Release

May 22, 2006

In a move set to further drive the already considerable growth of the medium, IGA Worldwide Inc. has signed an exclusive partnership agreement with AdLINK Internet Media GmbH in Düsseldorf, Germany.

In the deal, AdLINK, Germany's leading independent advertising network, will offer dynamic in-game advertising opportunities to its roster of leading brands and agencies such as Intel, T-Mobile and Volkswagen, powered exclusively by IGA Worldwide's proprietary Radial technology.

"This is further confirmation that in-game advertising has moved into the mainstream and is highly significant for both IGA Worldwide and the industry as a whole," said Ed Bartlett, VP Europe at IGA Worldwide. "It also reflects a continuing shift towards engaging digital media by the advertising industry as a whole. This partnership means in-game advertising is now a highly visible and attractive element in the European campaign planning strategies of the biggest brands."

AdLINK is IGA Worldwide's first sales partner in Europe, and develops campaigns for advertising agencies and high-profile marketers including Procter & Gamble and Sony.

Matthias Wahl, Managing Director at AdLINK commented: "The partnership heralds a full choice for our advertisers across all channels. In-game advertising is a fresh, innovative way for brands to engage with their target audience - a previously untapped market. This offers huge opportunities to advertisers, and provides the exact target audience that many of our clients are looking for."

(245 words)


About IGA Worldwide, Inc. (
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 AdLINK Internet Media AG (
AdLINK Internet Media is Europe's leading independent advertising network. AdLINK currently aggregates over 3,000 high reach, well-branded and niche sites including MTV, Real Networks, Via Michelin, Autotrader and Expedia. This offering allows advertisers to efficiently target their desired audience: from site-specific, to content category to run-of-network buys and everything in between, AdLINK provides the solution when branding is your goal.

Similarly AdLINK helps performance-based advertisers achieve their results. For advertisers with above-the-line branding objectives, AdLINK's large quality reach allows careful and targeted optimisation of campaigns and hence increased conversions and ROI.

For further press information please contact:
Drew Benvie or Helen Cleaves at LEWIS
Tel: +44 (0) 20 7802 2626
Fax: +44 (0) 20 7802 2627
Email: drewb/

For IGA Worldwide sales enquiries, please contact:
Tom Hosking
Tel: +44 (0) 20 7250 4347

For AdLINK sales enquiries, please contact:
Christoph Wilke
Tel: +49 (0) 211 30277 200

GamesIndustry International avatar

GamesIndustry International


GamesIndustry International is the world's leading games industry website, incorporating and