• by Tameka Kee , October 31, 2007

NBC Universal Digital Media has entered a sales deal with New York-based IGA Worldwide--a move that strengthens both companies' abilities to offer in-game ad packages that also feature online, TV and wireless components.

NBCU's Digital Media sales department will have access to IGA's premium in-game ad inventory for core PC games, with the option to expand to other platforms like console and casual game titles in the future. Both companies' sales teams will work together to craft multi-platform deals for IGA network clients.

According to Nick Johnson, vice president, NBC Universal Digital Media Advertising Sales, the deal comes amidst the media giant's continued exploration of digital distribution opportunities, and they chose IGA because "we felt like they were the experts in the space."

The deal was likely also bolstered by GE/NBC Universal's Peacock Equity Fund's participation in IGA's $25 million Series B investment round, which closed in July.

Johnson noted that the addition of IGA's in-game inventory complements NBCU's TV 360 ad model--enabling them to amplify and extend a brand's broadcast placement with ancillary Web, wireless, and now dynamic PC game ad spots.

For IGA, the deal "puts the entire weight of NBC Universal behind us," said Justin Townsend, IGA's CEO. "It's bringing the market force to bear and more validation to the in-game ad industry with major brands and ad agencies."

The company has already crafted packages for clients that combined in-game placements like billboards or video spots, with the added reach of co-branded retail coupons for the game itself--serving both the advertiser and the publisher. Working with the NBCU Digital Media sales team adds broadcast and wireless to the mix.

While IGA sells in-game ad units on an impression basis, the company has been conducting some "intensive sales training seminars" with NBCU's Digital Media sales team, "because while the actual media buying process remains the same, it's a bit of a different sell than TV or another digital medium," said Townsend.