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SimBin Signs In-Game Advertisement Deal

by Rainier on April 13, 2006 @ 8:54 a.m. PDT

IGA Worldwide has signed a multi-year exclusive agreement to integrate its Radial in-game advertising technology into SimBin’s stable of officially licensed racing video game titles – GTR, based on the FIA GT and a recently announced new series to be based on the World Touring Car Championships.

The agreement with SimBin, recognised as one of the world’s premier racing simulation developers with major pan-European and US distribution agreements, includes three titles for 2006 starting with the imminent re-release of the universally applauded FIA GT racing game, GTR, winner of numerous awards and with average review scores exceeding 90 per cent. This will be followed later this summer with the hotly anticipated GTR sequel and last, but definitely not least, the debut of the first dedicated WTCC racing game. The deal comes on the heels of a recent IGA announcement for another immensely popular racing franchise, TrackMania Nations.

“What SimBin required for these titles was not only revenue generating ads, but extremely realistic and appropriate ad content and placement that will match and enhance the unrivalled pixel-perfect realism our games provide, coupled with the flexibility and high degree of measurability and standards inherent in IGA’s Radial network,” said Magnus Ling, CCO of SimBin.

The WTCC (World Touring Car Championship) is broadcast worldwide and in 2005 attracted 491 million viewers. It is anticipated that 600 million will tune-in in 2006. The series features official factory-supported entries from BMW, Ford, Chevrolet, Alfa Romeo, Honda, Mercedes and Seat, amongst others.

“SimBin’s GTR is renowned as the most realistic racing simulation ever released, and having played early versions we are certain that their WTCC titles will maximise their unique combination of professional racing background and veteran development teams to deliver the most exhilarating experience for players,” said Justin Townsend, CEO of IGA Worldwide. “We are really excited to be able to offer these virtual racing communities as an exclusive promotional platform for the world’s leading brands whilst adding to the realism of the game environments.”

As well as featuring dynamic billboards around the tracks and circuits, IGA’s wholly-owned communications consultancy Hive Partners will be responsible for integrated promotional opportunities surrounding the real-life events, including the attendant ‘Get Real’ race center, which allows race day attendees to participate in linked races at the circuits.

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