IGA Worldwide will deliver high quality audio, video and billboard advertising content into and around the game environments of titles including Brian Lara International Cricket 2007, the next-generation of the leading off-road racing franchise Colin McRae Rally, and a further, as yet unannounced, next-generation property, via its proprietary Radial in-game ad serving technology.

“Advertising in games generates additional revenue that publishers can offset against product development costs,” said Rod Cousens, CEO at Codemasters. “However, it’s critical for the ad placements to complement the highly immersive gaming experience of our games across current and future platforms. Following significant due diligence on the market we believe that IGA is ideally placed to deliver on all of these key points.”

IGA Worldwide will exclusively manage dynamic ad sales into the range of titles, whilst its wholly-owned creative communications consultancy, IGA Hive will be responsible for static ads, interactive product placement integrations and co-promotion activities.

“The fact that another of the world’s leading video game publishers has made the transition to IGA as a one-stop solution for their in-game advertising further demonstrates the strength and business value of our offering and our position as the leading independent company in the industry,” said Justin Townsend, CEO of IGA Worldwide. “Codemasters’ proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world’s leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms.”