More and more publishers are jumping on the “in-game ads” bandwagon: Take-Two is the latest one to be bitten by the bug. It has signed a deal with Double Fusion to offer in-game advertising in a selection of 2K Games and 2K Sports titles.
As per the terms of the agreement, Double Fusion will be the exclusive North American and European representative for advertising opportunities in 2K’s games throughout 2007 and 2008. In addition, it will serve as the exclusive representative and technology provider for dynamic in-game advertising across all PC and console platforms except for Xbox and Xbox 360.
If you hate seeing in-game advertising, get prepared to check off another publisher off your list: IGA Worldwide and Codemasters have signed an exclusive deal that will see a “range of key titles” from Codemasters get “high quality audio, video and billboard advertising content,” including upcoming titles Brian Lara International Cricket 2007 and Colin McRae Rally.
“The fact that another of the world’s leading video game publishers has made the transition to IGA as a one-stop solution for their in-game advertising further demonstrates the strength and business value of our offering and our position as the leading independent company in the industry,” said Justin Townsend, CEO of IGA Worldwide. “Codemasters’ proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world’s leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms.”
The next ColinMcRae Rally and Brian Lara titles are set for release in 2007, with the latter batting into stores in March 2007 on PS2, Xbox 360 and PC.