IGA, Atari: Cruising through In-Game Advertising
Leading independent in-game advertising company, IGA Worldwide, has secured Atari’s photorealistic Test Drive Unlimited, for its in-game advertising network. Test Drive, which will be released in September 2006, is set on the beautiful island of Oahu in Hawaii where car and bike enthusiasts can choose from over 100 fully customisable licensed cars and bikes from exclusive manufacturers and race simultaneously with M.O.O.R (Massively Open Online Racing).
Together with Hive Partners, IGA will be incorporating prime billboard locations and interactive branded content within the game. Drivers will be able to see real-world campaigns like Ben Sherman and Marc Ecko clothing across the game’s lifespan. It’ll be like driving along real streets – in a Ferrari.
“By bringing this title into our Radial network, we will know exactly how often, where and when, as well as how many gamers are exposed to in-game advertising or placements, allowing advertisers to deliver ‘above-the-line’ campaign creative and messaging, but with levels of ROI accountability usually only found with online advertising.” said Justin Townsend, CEO at IGA Worldwide.
But just remember, aside from any ads they throw at us, it is still about the game.
Leading independent in-game advertising company, IGA Worldwide, has secured Atari’s photorealistic Test Drive Unlimited, for its in-game advertising network. Test Drive, which will be released in September 2006, is set on the beautiful island of Oahu in Hawaii where car and bike enthusiasts can choose from over 100 fully customisable licensed cars and bikes from exclusive manufacturers and race simultaneously with M.O.O.R (Massively Open Online Racing).
Together with Hive Partners, IGA will be incorporating prime billboard locations and interactive branded content within the game. Drivers will be able to see real-world campaigns like Ben Sherman and Marc Ecko clothing across the game’s lifespan. It’ll be like driving along real streets – in a Ferrari.
“By bringing this title into our Radial network, we will know exactly how often, where and when, as well as how many gamers are exposed to in-game advertising or placements, allowing advertisers to deliver ‘above-the-line’ campaign creative and messaging, but with levels of ROI accountability usually only found with online advertising.” said Justin Townsend, CEO at IGA Worldwide.
But just remember, aside from any ads they throw at us, it is still about the game.
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