IGA reports £8m investment success
In-game advertising company IGA Worldwide has received investment worth £8.9m and signed an agreement to advertise in games from publisher Codemasters.
Intel Capital has ploughed $5m (£2.6m) into IGA, following
a $12m (£6.3m) investment from Easton Capital, Morgenthaler
Ventures and DN Capital.
In April, Microsoft bought IGA Worldwide competitor Massive in a
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IGA Worldwide creates virtual outdoor, TV, press and radio advertising,
which it places within the game
As video games are now often played with an online connection, campaigns
can run concurrently with real-world advertising.
Justin Townsend, chief executive of IGA Worldwide, said that Intel
Capital was a "strategic investor" which could help the company in its
goal to become part of the "media hub for the living room of the
future".
The company will have access to Codemasters games including Brian Lara
International Cricket 2007 and the next generation of the off-road
racing franchise, Colin McRae Rally.
Rod Cousens, chief executive of Codemasters, said: "Advertising in games
generates additional revenue that publishers can offset against product
development costs."
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