NBC Universal Digital Media has entered into an agreement with IGA Worldwide to sell a portion of the company's premium in-game advertising inventory.
The deal also allows NBC Universal Digital Media to create customised packages for marketing clients on the IGA network.
"We are focused on creating multi-platform solutions for our marketing clients, ensuring they achieve their campaign goals and connect with engaged consumers wherever they are spending their time," said Nick Johnson, vice president, NBC Universal Digital Media advertising sales.
"The virtual world and gaming space is one of the fastest growing mediums around. Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and Mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience," Johnson said.
In July, GE/NBC Universalâs Peacock Equity Fund participated in IGA's USD 25 million Series B investment round.
IGA reports that in-game advertising spending is expected to grow faster than online advertising, at a rate of 33 per cent a year over the next five years. Through its proprietary ad serving network, IGA enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.
"We couldn't be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients," said Justin Townsend, CEO, IGA Worldwide.
"The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network."