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IGA Puts Brands Into 'Burnout Paradise' Game

Jan 30, 2008, 5:00 AM
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IGA Worldwide Inc., an independent in-game advertising network, has announced brand partnerships in Electronic Arts' "Burnout Paradise" game.

The brands include Burger King, Diesel, Gillette, CompUSA.com, Sling Media, Vizio and JL Audio. IGA is working to incorporate static integrations, including billboards, retail stores, radio stations and vehicles into the game.

Said Justin Townsend, CEO of IGA Worldwide, in a statement, "The in-game advertising market is expected to reach nearly $670 million this year, which would indicate marketers, game developers and publishers like EA are fast becoming more convinced of the many branding and financial benefits that advertising within this medium continues to deliver."

--Nina M. Lentini

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