Their claims, from a promo video IGA recently released

• 90 percent of gamers recalled the brands they had seen in games.
• 84 percent feel the ads they see "fit" within the games.
• 70 percent perceive brands that advertise within games as "innovative."
• 36 percent "Bought or requested information of a product after seeing an in-game ad."
• Gamers spend 8.4 seconds, on average, looking at an in-game advertisement.

You can see the figures for yourself in their video.

IGA Worldwide Video [Youtube via Joystiq]

“Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time,” said Dave Anderson, head of business development at Activision Publishing. “By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company.”

See? It's all about realism. I hate it when video games make me thirsty for a beverage or excited about a masculine hygiene product that doesn't actually exist. Thank goodness for realistic advertising!

IGA Worldwide Signs Exclusive PlayStation 3 In-Game Advertising Deal With Activision Publishing

New York, N.Y. – September 30, 2008 – IGA Worldwide (IGA), the leading independent in-game advertising network, today announced a multi-year agreement with Activision Publishing, Inc. to deliver dynamic in-game advertising into multiple video game titles on Sony Computer Entertainment’s PLAYSTATION®3 (PS3). The first game to feature IGA integrated ads will be Guitar Hero® World Tour, the next installment in the best-selling franchise. To date, the Guitar Hero franchise has sold in excess of 22 million units worldwide, according to The NPD Group, Charttrack and GfK.

This landmark agreement, which also includes future Activision Publishing titles, is the second publisher deal announced by IGA since the PS3 opened its platform for in-game advertisements.

“Activision has one of the most impressive stables of games in the video game industry,” said Justin Townsend, CEO of IGA Worldwide. “To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before.”

“Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time,” said Dave Anderson, head of business development at Activision Publishing. “By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company.”

IGA and Activision Publishing will work in tandem to integrate the advertisements into the titles in a contextually relevant way. All dynamic ads can be updated in real time, allowing for campaigns to change creative without a major reprogramming effort. Ads can be targeted to a number of different demographics and offer marketers a wide variety of measurement metrics.

Buoyed by a recent Nielsen Games study highlighting the effectiveness of the medium, advertisers continue to expand into the in-game industry. The Nielsen data revealed that over 80 percent of consumers feel games were just as enjoyable with ads as without. Consumers’ positive brand attribute association increased 33 percent when viewing in-game advertisements.

PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry. Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people's living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot.

According to Sony, IGA Worldwide is the company's first in-game ad partner. Hit the jump for the full press release.

Sony Computer Entertainment America and Sony Computer Entertainment Europe Announce Introduction of Dynamic In-Game Advertising

Advertising Partnership Introduces PS3 as a Dynamic In-Game Ad Platform

FOSTER CITY, Calif. and LONDON, June 4 /PRNewswire/ — Sony Computer Entertainment America (SCEA) and Sony Computer Entertainment Europe (SCEE) today announced the introduction of dynamic in-game advertising on PLAYSTATION(R)3 (PS3). Marketers interested in placing advertisements in games for PS3 or publishers with available in-game space for advertisements are able to engage through advertisement distribution partners, with IGA Worldwide selected as PS3's first partner. This partnership will serve to bolster the already rapidly growing worldwide in-game advertising industry, which is expected to grow 1,150 percent to $971.3 million between 2006 and 2011 according to the Yankee Group.

"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market," said Phil Rosenberg, Senior Vice President, SCEA. "Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers."

"PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry," said Justin Townsend, CEO, IGA Worldwide. "Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people's living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot."

PS3 provides advertisers with a direct avenue to reach the highly targeted, sought after gaming demographic, and has sold more than 12.5M units worldwide. DFC Intelligence forecasts that sales for the current generation of game systems will pass the 180 million mark by 2011, therefore, reiterating the potential for the in-game advertising market.

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation(R) and PS one(R) game console, the PlayStation(R)2 computer entertainment system, the PSP(R) (PlayStation(R)Portable) handheld entertainment system, the ground-breaking PLAYSTATION(R)3 (PS3(TM)) computer entertainment system and its online and network services PLAYSTATION(R)Network and PLAYSTATION(R)Store.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console, the PlayStation 2 computer entertainment system, PLAYSTATION 3 and the PSP system for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.

About Sony Computer Entertainment Europe Ltd.

Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PLAYSTATION(R)3, PlayStation(R)2, PSP(TM) (PlayStation(R)Portable) and PLAYSTATION(R)Network software and hardware in 99 territories across Europe, the Middle East, Africa and Oceania. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories.

About IGA Worldwide

IGA Worldwide, Inc. (http://www.igaworldwide.com) is the leading in-game advertising company with a proprietary ad serving network. The IGA Worldwide Radial Network(SM) enables advertisers to target millions of engaged gamers across a wide range of platforms and genres. IGA Worldwide was selected by Sony Computer Entertainment America and Europe as the first partner for the PLAYSTATION(R)3's in-game advertising platform. The company has delivered campaigns for diverse brands such as; 20th Century Fox, Ben Sherman, Discovery, FHM, Hawaiian Airlines, Intel, Jeep, MTV, and T-Mobile. IGA Worldwide also provides strategic consulting services including integrated product placement and promotion through its dedicated creative solutions department. Headquartered in New York with offices in London and Berlin, the group is backed by Peacock Equity (a joint venture between GE-Commercial Finance and NBC Universal), Easton Capital Group, Intel Capital, Morgenthaler Ventures, KTB Ventures, Translink Capital, Presidio STX, LLC. and ITOCHU Corporation.

That said, I think he's reaching in this week's column.

Check out this discussion of NBC Universal's investment in in-game ad service provider IGA Worldwide.

What is far more stunning is that this summer the venerable NBC Universal invested in Massive's competitor, IGA Worldwide, and it has just agreed to start selling ads into IGA's inventory of video games. That makes NBC Uni the first non-gaming media giant to join the fledgling in-game ad business. But it certainly won't be the last, say industry observers.

NBC Uni's move into vid game ads augurs trend [The Hollywood Reporter]

The folks at IGA mention predictions of a 33% increase in the number of in-game ads over the next year. I found it notable that in a recent review of Guitar Hero III at Gamespot, one of the "cons" listed was a "heavy dose" of ads.

A press release loaded with dull business talk guaranteed to put you to sleep is after this. Skip to the comments, you'll be much happier.

IGA Worldwide and NBC Universal Enter Strategic Relationship

Tuesday 30th October/...IGA Worldwide, Inc., the largest independent in-game advertising network, and NBC Universal Digital Media today announced they have entered into a multi-faceted agreement. Through this new relationship, the NBC Universal Digital Media Advertising Sales team will now have the opportunity to sell a portion of IGA's premium in-game advertising inventory, as well as create customized packages for marketing clients on the IGA network.

"We couldn't be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients, said Justin Townsend, CEO, IGA Worldwide. "The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network."

"We are focused on creating multi-platform solutions for our marketing clients, ensuring they achieve their campaign goals and connect with engaged consumers wherever they are spending their time," said Nick Johnson, Vice President, NBC Universal Digital Media Advertising Sales. "The virtual world and gaming space is one of the fastest growing mediums around. Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and Mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience."

With in-game advertising spending expected to grow 33% a year over the next five years and faster than online advertising , IGA Worldwide is at the forefront of this new strategic advertising medium, offering a unique 360 degree advertising solution that helps brands to understand and exploit the rich and diverse opportunities available now and in the future. Through its proprietary ad serving network Radial™, IGA enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.

In July, GE/NBC Universal's Peacock Equity Fund participated in IGA's $25 million Series B investment round, for which JMP Securities was the consulting investment bank.