IGA Worldwide announced at the 2008 Game Developer Conference that it has partnered with id Software to manage all advertising, sponsorship and creative branding opportunities within the forthcoming Quake Live web site and free-to-play version of the popular QUAKE Arena multiplayer action games.
Created by id Software as an all-new way to deliver the excitement and energy of first-person multiplayer action to a broader audience than ever before, Quake Live offers game players of all skill levels a totally free and easily accessible multiplayer game and community through a single website at quakelive.com. Every element of the experience, including friends lists and communication, sponsored events and tournaments, matchmaking, stats tracking, and even the game itself is accessed and delivered free of charge through the web browser. Integrated with IGA's proprietary SDK, Quake Live will offer companies and agencies fresh opportunities to dynamically-target brands to audiences within a broadly accessible version of one of the world's premiere game franchises, while also offering gamers a totally free premium game, fun events and a vibrant, active community of other players.
"IGA understands game developers and game players which makes them the perfect partner for Quake Live. Whether it's been the ease of implementing their SDK or just their excitement about Quake Live, they have been fantastic to work with," said Todd Hollenshead, CEO of id Software. "As we work to bring QUAKE-style deathmatch excitement to the masses, IGA has fully supported our vision."
"id Software is among the proverbial godfathers of modern gaming and we are thrilled to be working with them on their first title in our 'freemium' category," said Justin Townsend, CEO of IGA Worldwide. "This partnership is only the latest testament to the increasing acceptance of in-game as an effective, measurable advertising medium and a strategic revenue opportunity for publishers and developers."
IGA predicts more progressive game publishers like id will create what the company has coined "freemium," or free-to-play premium games based on their most popular titles in order to attract new audiences and open new revenue advertising revenue streams. A recent eMarketer forecast estimated the current video game advertising market to exceed $502MM and is expected to grow 23 percent year-over-year over the next five years.
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