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IGA and Codemasters Extend In-Game Advertisement Agreement

by Rainier on Aug. 28, 2007 @ 12:46 a.m. PDT

In-game advertising network IGA Worldwide announced a new 3-year partnership with game publisher Codemasters, delivering both dynamic and static advertisements into a range of future titles from the publisher.

"We are very pleased to be extending our partnership with Codemasters," said Justin Townsend, CEO, IGA Worldwide. "The company's dominance in the racing genre is one of the most relevant and important for advertisers, with a very high concentration of the valuable 18-34 male demographic. Codemasters has consistently proven itself as one of the most advanced producers of world class racing and action games and its future portfolio will be no exception."

"As Codemasters continues to deliver innovative and compelling content, the proven success of our brands and community creates an authentic digital platform that attracts high profile global advertisers," says Rod Cousens, CEO, Codemasters. "We have extended our partnership with IGA as they will not compromise the brand experience or content credibility of our product offerings for consumers. With an established base of premier clients, the independent standing of IGA weighed heavily in our selection. Their technology, systems and pro-active collaboration through the many development stages of game production adds value for all concerned."

"Together with IGA, we look forward to delivering targeted dynamic advertising to our audience of gamers," said Peter Chan, business development manager, Codemasters. "IGA was the obvious in-game advertising network partner choice for us given their history and expertise in matching brands to targeted gamers."

IGA Worldwide presently offers a reach of over 10 million users to many of the world's leading brands including: Intel, Discovery Networks, Ben Sherman, T-Mobile, MTV, FHM, 20th Century Fox, Paramount, Amazon and Jeep and these additional partnerships continue to grow both the network reach and the audience demographics available.

IGA recently received $25 million in Series B funding from GE/NBC Universal's Peacock Equity and KTB Ventures and Codemasters recently received a $99 million investment from Goldman Sachs to support the company's future growth plans.

Codemasters' current title DiRT (titled Colin McRae: DiRT in Europe) series, itself having already shipped over 700,000 units.

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