Casual game ad deal for IGA

IGA has signed an exclusive agreement with casual game publisher and distributor Merscom to put in-game ads into its upcoming slate of casual titles.

The deal covers the US and Europe and IGA hopes will extend its reach to female gamers.

"This agreement expands our casual game network to further enable our advertisers to reach this growing, engaged and influential audience of female gamers” says Justin Townsend, CEO of IGA Worldwide. “We continue to strive to create opportunities to offer advertisers new and exciting ways to reach various demographics and this partnership with Merscom allows us to deliver on that promise.”

Lloyd S.Melnick, chief customer officer at Merscom added:
“In-game advertising is being talked about a lot but very little has been done within the casual gaming space. We are excited to partner with IGA to open up casual games to advertisers throughout the world for one of the first times.”