VentureBeat reports today that the in-game advertising group—not to be confused with Castlevania developer Koji "IGA" Igarashi—is in the process of securing funding, but is also looking at a potential sale of the company, as it braces for lower than projected revenues. The company has a solid track record of losing heaps of money, with losses of $11 million in 2007, $26 million in 2008.

IGA has had some wins over its few years of existence, securing exclusive contracts with Electronic Arts and helping to bring id Software's Quake Live to online gamers, free of charge.

The in-game advertising firm trimmed back late last year, laying off approximately 25 percent of its staff.

Let's all pray for their continued success. We'd hate to see more people out of work. And we'd miss those deodorant billboards.

Struggling in-game ad firm IGA Worldwide seeks investments or possible sale [VentureBeat - thanks, Leafer09!]

“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*

IGA Worldwide Announces Multi-year Deal with EA as Exclusive Dynamic In-Game Advertising Partner for PLAYSTATION 3 Titles

Agreement Provides Marketers First Time Access to EA’s Premium Portfolio of Titles for PLAYSTATION 3 Audience

New York, N.Y. – June 4, 2008 – IGA Worldwide (IGA), the leading independent in-game advertising network today announced a two-year agreement with Electronic Arts Inc. (NASDAQ: ERTS), the world’s leading interactive entertainment software company, to become the media company’s exclusive global, dynamic in-game advertising partner for titles on Sony Computer Entertainment’s PLAYSTATION®3 computer entertainment system. Sony recently opened its PS3™ platform to allow brands to advertise dynamically within games played on the popular video game console, which to date has sold 13 million units worldwide (1), and is forecasted to sell 58.1 million by 2012 (2).

This agreement provides marketers the ability to plan and execute long-term campaigns targeted towards an elusive demographic – males 18 – 34 – through EA’s blockbuster roster of titles. The in-game development cycle also benefits gamers in that the advertisements are better integrated within the gaming environment in order to deliver a seamless and more authentic game environment. EA has worked with IGA on various projects to date, and this agreement builds on that successful partnership.

Under the agreement, IGA will exclusively manage dynamic in-game advertising within EA’s portfolio of PS3 titles including popular EA SPORTS™ franchises Madden NFL football, NBA LIVE basketball, NASCAR® racing and NHL® hockey. IGA will also have access to EA’s popular racing franchises Need for Speed™ and Burnout™.

“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.”

IGA’s dynamic in-game advertising platform allows for in-game ad elements to be updated in real time, keeping ads fresh and relevant to each gamer. EA’s development teams work closely with IGA to ensure that advertising is placed appropriately within the game environment in order to reflect an authentic gaming experience.

“EA is committed to providing both great entertainment experiences for consumers and effective advertising solutions for marketers,” said Elizabeth Harz, EA’s Senior Vice President of Global Advertising Sales. “Dynamic in-game advertising is an important growth area for our business, and we are excited to partner with IGA to provide industry leading in-game marketing.”

IGA serves hundreds of millions of dynamic ad impressions per week to more than 10 million highly-engaged online gamers across a wide range of game genres. IGA’s proprietary technology provides marketers with comprehensive measurement data including how consumers interact with each piece of creative, the size of the ad on screen, for how long and at what angle.

[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]

Ooooooh!

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]

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."

While I know many of you folks aren't too fond of in-game advertising, this is free Quake we're talking about. It's not like they are delivering some Peggle clone or something. And the features? It's like they're packing a mini Xbox Live into the website. Seems like a fair trade-off for a few "Sponsored By" banners to me.

IGA is banking big on Quake Live, hopeful that other forward-thinking publishers will give the "freemium" concept a go. No word yet on when the game will officially launch, but you can bet we'll be keeping you posted!

IGA Worldwide Partners with id Software on Forthcoming QUAKE LIVE title

IGA Selected Exclusive Provider of Advertiser Sponsorships; In-Game Brand Integration Opportunities within Revolutionary QUAKE LIVE Portal

San Francisco, CA- February 19, 2008 -IGA Worldwide Inc., the leading independent in-game advertising network announced today from 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 action series.

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 gaming experience 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.

About IGA Worldwide
IGA Worldwide, Inc. is the market-leading in-game advertising network offering brands and agencies a single point of access to an exclusive range of opportunities within the world's premium videogame franchises. IGA's proprietary Radial NetworkSM enables advertisers to dynamically-target over 15 million uniquely engaged consumers and has successfully delivered campaigns for brands such as Intel, Coca-Cola, McDonalds, Nokia, Gillette and Unilever. IGA also provides brands with customized branding solutions including integrated product placement and co promotion. IGA Worldwide is headquartered in New York with offices in London, Los Angeles, Connecticut and Berlin.
For more information please visit www.igaworldwide.com.

About id Software:
Id - defined by Freud as the primal section of the human psyche; id Software, located in Mesquite, Texas, was founded in 1991. From inception to present day, id Software has relentlessly provided technical, design and artistic leadership as an independent game developer and technology provider. Transcending the games industry, id's iconic brands such as Wolfenstein, DOOM, QUAKE and Enemy Territory have become staples of popular culture for generations of gamers. More information on id Software can be found at www.idsoftware.com.

Torokun's Page [Deviant Art]

Graphic novelist Warren Ellis is currently working on the straight-to-DVD animated Castlevania flick. Konami's Koji (call me "IGA") Igarashi, who only makes Castlevania games, is involved and adding his two cents to the project. Blogs Ellis:

The film is, of course, set in Wallachia in 1476. We've worked with Koji Igarashi to get the film solidly inside the Castlevania timeline, and he's approved everything I came up with, including some new embroidering to the timeline. To make it work as a film, I had to introduce new backstory, and I went through five drafts of the premise and three of the full outline to get the material where IGA wanted it. He remains absolutely passionate about Castlevania. After eight rewrites of pre-production material, I remain absolutely passionate about beating the crap out of IGA in a dark alleyway one day.

One look at IGA's business card should tell you, hey, this dude ain't fucking around. Brian Ashcraft

Ellis Blogs Re-writes [Castlevania Dracula's Curse via GameSetWatch]

Christian Nutt over at Games Radar has a big, meaty GDC interview with all things Castlevania Koji Igarashi. From talking Gears of War to the rise of mini-games in Japan, they cover a lot of ground. Standout quote:

I'm sorry... I'm getting busier and busier. Sometimes I feel like I'm getting too old. I'm just waiting for my lottery winnings and then I can leave Konami.

Does that mean IGA is burnt-out or what? Brian Ashcraft

Big Igarashi Interview [Games Radar]

With the Belmont clan isn't battling Dracula, it's running a bed and breakfast in High Wycombe, England. Must agree with Ollie at Insert Credit, that font is perfect! Brian Ashcraft

Not The Only Belmont Hotel, But the Creepiest [Insert Credit]

How. Shocking. Koji "Iga" Igarashi not only LOVES Castlevania, he also LOVES 2D game design. He tells game site Kikizo:

As you know I love 2D game development!

Yes! We know!

I am working really on an underground basis to make it happen on a console game. But then again when you look at the mainstream market, it doesn't want 2D console games.

Don't know about you cowpokes in Kotaku-land, but I am hip to 2D and am interested in a big old fashion console Castlevania. Iga goes on to say he asked his team to bring the series to the PSP, but they contested and said: "Please, we can't do this on PSP!" And so Castlevania games are on the DS. Just like that, huh? Brian Ashcraft

Iga Talks 2D, DS [Kikizo]

Make up your mind! First Konami's official Castlevania dude Koji "Iga" Igarashi said "meh" to the Wii-mote. Then, he warmed up to controller, and now he's back to blowing raspberries at it. In a recent interview with Nintendo Power, Iga says:

For me, the Nintendo Wii controller doesn't yet connect with the core gameplay of Castlevania. I definitely don't want to make a game with gimmicky controls where you swing the controller like a whip...

That's it, Iga. We (being "me") do want you to make that game—gimmicky controls and all. Don't give the public what it wants. GOOD IDEA. Brian Ashcraft

Iga A Hater (Again) [QJ.Net]

Konami's Koji "Iga" Igarashi doesn't just make Castlevania games. He makes Castlevania games for Americans. The outspoken Iga has admitted his hesitancy on developing for the Wii on multiple occasions. So that leaves the 360 and the PS3. Iga says:

I'm seeing the Wii as the most successful next-gen platform in Japan. But then again, Castlevania is US-driven. We have a lot of gamers from North America, so we want to focus on them... So when we're thinking of working on next-gen games... I don't think we'll see like what we did with PS2, when a lot of casual gamers bought it just because they wanted a DVD player. That's how they were able to get a majority of the audience. I don't think this formula works for PS3... The situation is really chaotic right now. We'll have to just watch what's going on for a few months, or maybe a year. I'm currently wondering which is the right next-gen platform for Castlevania.

So, where will the new Castlevania games end up: PS3 or Xbox 360? Place your bets. Brian Ashcraft

Iga Makes Yankee Games [Game|Life, Thanks Q9!]

Here's another one of those milestones that makes thirty-somethings like your truly turn to the bottle to soothe the pain of wasting one's life on video gaming: this year is the 20th anniversary of Konami's venerable Castlevania series, soon to be marked with another Nintendo DS adventure. What have I been doing with my life?!

Fortunately Konami knows that one thing that quiets the nagging voice of gaming-induced sloth and the sound of Death ticking one more year off his wait for you—sexy Castlevania Portrait of Ruin pre-order goodies! There's nothin' that needless consumption can't solve.

For those of you looking to fill the void of time lost whipping and turkey leg eating, get your reservations in now. Specialty retailers EBgames and Gamestop are selling the Belmont booty now, which includes a soundtrack CD, a 48-page art book with slipcover, plus a Castlevania branded stylus and DS game card case. All for a mere $39.99! At that price, how can you complain that the stylus isn't stake shaped? Michael McWhertor

Castlevania: Portrait of Ruin Preview [IGN]

Check out Castlevania series composer (and constant Iga companion) Michiru Yamane's equally gorgeous card after the jump.

Anyone else experiencing a Patrick Bateman level of murderous business card envy? Or am I the only one polishing my axe? Michael McWhertor

He used to be a hater, but now Konami's resident Castlevania dude Koji "IGA" Igarashi has warmed up to the Nintendo Wii. He gripe previously was that the Wii-mote is not suitable for whipping for long periods of time and stated flat out that a Wii Castlevania was "unlikely." In a recent interview with Nintendo of Europe, he said:

We still can't think about anything other than this DS version because we are so busy but of course we would like to think of something interesting and pleasant for Wii. I have some ideas for Castlevania for Wii.

Which hopefully doesn't mean whipping for extended periods of time. Carpal Tunnel, I can do without. Brian Ashcraft

More Here [1Up]

In light of Intel's recent investment in IGA, a firm primarily known for paying Counter-Strikelike advertising in games:

Basically, the gaming industry wants users to buy their products at retail and then watch constantly updated in-game ads. Unlike the TV model, which offers consumers a compelling free product in return for the advertising, the gaming industry offers nothing, not even a discount (though one could argue that games would be even more expensive without this extra revenue; whether this is true or not is a question for another day). Perhaps when the novelty of the practice wears off, gamers will be less tolerant of having their attention sold to advertisers. Or perhaps not; big-name ads lend a certain legitimacy to gaming that players seem to enjoy, which is good news to companies like IGA and to financial backers like Intel.

I've mentioned before the shadiness of inserting ads into luxury products while not reducing the cost, but this is the first time I've read that gamers actually like these ads, and I have to wonder why. Does corporate sponsorship give gamers a feeling of cultural legitimacy which gamers feel their hobby otherwise lacks? I wouldn't be surprised if that were it: gamer insecurity seems to lead to a lot of foolishness, from persecution complexes to endless pseudo-intellectual diatribes about games as art. Florian Eckhardt

Intel Wants Your Eyeballs [Ars Technica]

Castlevania maven Koji "Iga" Igarashi talked about where he stands on the console war. And it's gaming equivalent of a mid-life crisis. While Iga is currently bringing yet another Castlevania to the DS, he seems miffed by next-gen:

I don't know what to do. I was really leaning toward PS3 in the beginning. But then at the Sony conference they announced the price and I was like, 'Mmm, maybe it's too expensive.'

When it comes to Wii, obviously the controller has a unique feature, but I just can't come up with a good idea that utilizes it. I mean, clearly you can with a lot of time.

So the PS3 price-tag gives Iga a big, rubbery one, while the Wii makes his brain hurt. So, by process of elimination, he must love the Xbox 360? Nope. He also lets go with a full blast of 360 haterade.

I'm not really negative over Microsoft, but for some reason they tend to back off a little when it comes to something really foreign. But if Japanese developers would say they're working on Final Fantasy or Dragon Quest or Metal Gear maybe, then I guess Japanese consumers would take it seriously and consider purchasing it. There has to be some killer titles to move the consumers into the 360 market. What I'm thinking is if Bill Gates uses his personal money and says, "I have a billion dollars. Why don't you make a game for me?" Then we would love to work on it.

Could Iga's creative blank and next-gen indifference be more symptomatic of a tired series and less of next-gen consoles' shortcomings? Iga, we love ya, but try thinking out of that coffin known as Castlevania. Brian Ashcraft

More Here [Game Informer] via Eurogamer