iTVX Gets In The Game--Literally--Signs On First In-Game Client

IGA Partners, the in-game advertising network of video games, has signed on as a client of iTVX, the product placement measuring company.

For iTVX, which already has a number of TV and agency clients, IGA is its first video game client. The company's iTVX-In Games measurement will work with IGA Partners to develop new parameters for in-game product placement.

IGA Partners sells sponsorships that enable companies to display in-game product or brand name billboards in scenes where game characters interact.

Product placement measuring company iTVX will also extend its measuring efforts into the mobile phone business, and IGA Partners will be the company's first mobile partner.

Recently, iTVX has made a number of other client deals with Nissan USA, Toyota Motor Corp., Spike TV, Scout Productions (the producers of "Queer Eye for the Straight Guy"), and Wal-Mart.

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