IGA signs with EA

IGA Worldwide has finalised a deal to beome EA’s exclusive global in-game advertising partner for titles on PS3, following the announcement that

Sony has opened up the platform to dynamic ad content.

This agreement means that marketers will have the ability to promote their wares through EA’s portfolio of top-selling PS3 titles, which promises to deliver a ‘seamless and more authentic game environment.’

The deal covers dynamic in-game advertising within EA Sports franchises Madden, NBA Live, NASCAR and NHL hockey, alongside high profile 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.”