IGA Worldwide and Nadeo strike in-game ad deal

by Jacquie Bowser, Brand Republic 29-Oct-07, 10:10

LONDON - In-game advertising company IGA Worldwide has signed a three-year deal with Nadeo to place ads into its online racing game ‘Trackmania Nations Forever', due to launch early next year.

This is the second time IGA has inserted ads into the Trackmania series, beginning with the original 'Trackmania Nations'.

IGA has already worked with a range of brands in the original version, including Intel, 20th Century Fox, Coca-Cola, HP and Wendy's to incorporate their advertisements into the original game.

Justin Townsend, chief executive of IGA Worldwide, said: "Advertisers, game developers, publishers and consumers are seeing the measurable benefits of serving dynamic advertising into premium games, and Trackmania has proven that the free-to-play model can deliver incredible results."

The original and the new version of the game are free to download and play by anybody with a PC and online connection. 'Trackmania Nations' has been downloaded more than 7m times worldwide.

The sequel will again feature as an official E-Sports World Cup 2008 game and includes a track editor, which allows players to create their own tracks and car skins.

Florent Castelnerac, director at Nadeo, said: "After the success we had in the first 'TrackMania Nations', it was a clear decision to partner with IGA for 'Trackmania Nations Forever'.

"We are looking to deliver the best and most beautiful game we can. Thanks to dynamic in-game advertising, we have the chance to make it free and instantly gather a maximum number of players across the world, from all nations, with a spirit of fun and sport."