Codemasters, the British developer and publisher of triple-A titles such as Colin McRae and TOCA Race Driver, has signed a deal with in-game ad firm IGA Worldwide that will see a variety of ads appear in its upcoming titles.

“As Codemasters continues to deliver innovative and compelling content, the proven success of our brands and community creates an authentic digital platform that attracts high profile global advertisers,” Codemasters CEO Rod Cousens stated.

“We have extended our partnership with IGA as they will not compromise the brand experience or content credibility of our product offerings for consumers. Their technology, systems and pro-active collaboration through the many development stages of game production, adds value for all concerned.”

IGA’s CEO Justin Townsend added: “We are very pleased to be extending our partnership with Codemasters. The company’s dominance in the racing genre is one of the most relevant and important for advertisers, with a very high concentration of the valuable 18-34 male demographic.

“Codemasters has consistently proven itself as one of the most advanced producers of world class racing and action games and its future portfolio will be no exception.”