IGA Snags Exclusive Rights To EA's In-Game PS3 Ads

In-game advertising masters IGA are really loving the PlayStation 3 right now. Not only ave they signed an exclusive deal to become Sony's first advertising partner for the console, they've also just announced a two-year agreement with Electronic Arts to become their exclusive dynamic in-game ad partner for everything the company puts out on the PS3.

“We are thrilled at this opportunity to expand our strong relationship with EA and are pleased to have been selected to support EA and Sony on this new venture,” said Justin Townsend, CEO of IGA Worldwide. “It’s exciting that the PS3 has opened up and marketers will now have access to the platform, as this represents a tremendous opportunity for brands targeting a valuable and hard-to-reach audience, plus it sends a clear message that dynamic in-game advertising has arrived as a compelling medium for marketers.”

So what do these agreements mean to you? Having an in-game advertising partner in place means that the advertisements will be easier to implement as well as being less obtrusive, with appropriate ad placement that doesn't detract from the enjoyment of the game.

I've been a bit down on in-game advertising in the past, but let's face it...this is the future of gaming. Increased production costs have to be offset somehow, and ideally agreements like this should keep game prices at respectable levels. *fingers crossed*

Sony Make In-Game Ad Deal Official

As alluded to earlier, Sony Computer Entertainment America and Sony Computer Entertainment Europe have officially announced their in-game advertising deal with IGA Worldwide. Says Justin Townsend, IGA Worldwide CEO:

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.

Castlevania Dude On Kojima's MGS4 Decision

Konami's official Castlevania guy Koji Igarashi has been involved in something like 11 games in that franchise. What does Iga think about fellow Konami colleague Hideo Kojima closing the chapter on Solid Snake in Metal Gear Solid 4? Says whip-carrying Iga:

[Metal Gear] is something that Kojima-san has worked on for a long time... That’s his decision and I completely respect him for doing that. Maybe the franchise as a whole will continue. And that’s maybe something that Kojima is thinking about, right? Snake might be at an end, but it could continue in other ways. I don’t know exactly what he’s thinking, but let’s see what he does.

Okay, if you say so. Let's!
Koji Igarashi Isn't Tired [MTV] [Pic]

Koji Igarashi, Castlevania Game Maker, Indy Jones Lover

Ooooooh!

Back in February, Id Software and IGA announced Quake Live, a browser-based 'freemium' multiplayer version of the classic shooter. Now that they've wet our whistles with a couple of teaser screenshots, their ready to get our hands dirty. Quakelive.com is now accepting email addresses for the upcoming beta test of the game. Remember folks, beta testing isn't all fun and games.

Beta testers are given early access to the QUAKE LIVE website and game, and will help us test all of the game's features and functionality while offering feedback and suggestions.

Quake Live Beta Signups [Id Via Videogaming24/7]

Sony Allowing Competition For PS3 In-Game Ads

Sony has announced that managing the PlayStation 3's dynamic in-game ads will be a farmed out proposition. Instead of controlling the ads/market by forcing publishers to buy through them (as Microsoft does with the 360 through their company Massive), Sony will be opening their platform to all three big competitors in the market: Fusion, IGA and AdScape. While this news won't matter much for us as gamers, it's great news for publishers who can only benefit from advertisers fighting over a piece of their pie in the $400 million in-game advertising market.

Game-Ad Boom Looms as Sony Opens Up PS3 [Adage via GamesIndustry]

"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."

In-Game Adverturtles

If you don't already, you should start reading Paul Hyman's weekly game column in The Hollywood Reporter. One reason is that Hyman writes consistently interesting articles, largely on the business aspects of games. Another is that everyone in Hollywood reads The Hollywood Reporter, but not necessarily the game trades. It's interesting to imagine how they are seeing the medium through Hyman's take on it.

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

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