IGA takes in-games ads to casual sector

The deal will see IGA extend its advertising network significantly, particularly within the casual gaming sector. The Acclaim Games brand was acquired in 2005 by Activision co-founder Howard Marks and currently boasts four MMO titles, namely BOTS!, 9Dragons, 2Moons and Dance, with another two titles in development. BOTS! was released in July last year and has almost 500,000 registered users in the US and Europe.

“This agreement expands the growth of our advertising network into social gaming, delivering a mass market to advertisers wanting to access the powerful engagement and proven effectiveness of in-game advertising,” said IGA Worldwide CEO Justin Townsend. “This is the first in a string of announcements in this exciting new space, with well over 20 titles signed and due for launch over the coming quarter, bringing our total available reach in line with that of a TV network.”

Acclaim’s CEO Howard Marks added: “Acclaim offers its sophisticated multiplayer game content online for free and charges for optional in-game virtual items, and we are pleased to join IGA Worldwide’s network that enables us to continue to offer our games free to players.”


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