Latest in Gaming

Image credit:

IGA to deliver in-game ads on PS3, starts with Guitar Hero


IGA Worldwide, an independent distributor of in-game advertising, has announced a multi-year agreement with Activision to deliver dynamic in-game ads into multiple games on the PS3. The first game to feature IGA integrated ads will be Guitar Hero: World Tour. This is the second publisher deal announced by IGA since PS3 opened its platform for in-game advertising.

"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 will integrate advertisements in a "contextually relevant way." The ads will be updated in real time, and will be targeted to the broad demographics Guitar Hero can reach.

From around the web

ear iconeye icontext filevr