Developed by Eden Games, Test Drive Unlimited offers gamers and car and bike enthusiasts an unprecedented lifestyle and racing experience. Featuring a photorealistic setting of the Hawaiian island of Oahu, more than 100 fully customizable licensed cars and bikes from exclusive manufacturers, and the ability for thousands of gamers to play and interact simultaneously with M.O.O.R: Massively Open Online Racing, Test Drive Unlimited will speed onto store shelves in September 2006.
IGA, along with its wholly owned communications consultancy, Hive Partners will be incorporating prime billboard locations and interactive branded content within the game. While driving through more than 1,000 miles of diverse Hawaiian terrain, drivers will see real-world campaigns and even interactive stores for a number of brands, including Ben Sherman and Marc Ecko clothing, and receive dynamic updates of new billboard content across the game's lifespan. The content will be served globally via IGA Worldwide's proprietary Radial in-game ad serving network.
"Given Test Drive Unlimited's wide appeal and high level of realism, we wanted to further enrich gamers' experiences by providing in-game advertising to emulate the real world," said Wim Stocks, Executive Vice-President at Atari, Inc.
"With IGA's in-game ad serving network and Test Drive Unlimited, advertisers will have the opportunity to tap into a large consumer base and reach new audiences."
"Test Drive Unlimited is an aspirational lifestyle game facilitating a virtual fantasy life - not only is the game set in Hawaii, but players are able to race in top vehicles including models from Lamborghini, Ferrari and Mercedes Benz," said Justin Townsend, CEO at IGA Worldwide. "As such, it's no surprise that leading global brands want to incorporate the game into their media plans. 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," he added.
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