Electronic Arts Inc. (NASDAQ:ERTS) today announced an
agreement with IGA Worldwide Inc., a leading independent in-game
advertising network, in a move to offer marketers new dynamic
advertising possibilities in select EA franchises on a global basis.
Through the agreement, a portfolio of EA games will be incorporated
into IGA's network. Financial terms of today's agreement were not
disclosed.
The initial EA title to incorporate dynamic in-game advertising
via IGA is Battlefield 2142(TM), developed by DICE in Stockholm,
Sweden. Fans of the franchise will see new, realistic brand presence
integrated into contextually relevant game environments across the
platforms and across the geographies where they play. At least two
additional EA titles will offer dynamic ad serving capabilities
through the course of the agreement with IGA.
"Consumers are increasingly gaming in deep, virtual worlds and
advertisers need adapted ways to reach these audiences," said Frank
Sagnier, Vice President for Online and Strategic Relationships for EA
in Europe. "The agreement with IGA is a first step in a detailed
strategy to deliver advertising in a seamless format. We are
continually looking at how to bring more connected experiences and
services to consumers, and working with a network like IGA is a start
to building this dimension of our business."
"At IGA, we are establishing a global advertising network with the
consumer reach to rival any cable channel, yet with the proven
advantages of engagement, measurability and consistently hitting the
demographic sweet spot," said Justin Townsend, CEO for IGA Worldwide.
"EA's strategic commitment to the space is one that many leading
advertisers have been waiting for, and no advertiser should even think
about building a comprehensive marketing campaign without considering
in-game advertising as a key component of their overall advertising
spend."
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City,
California, is the world's leading interactive entertainment software
company. Founded in 1982, the company develops, publishes, and
distributes interactive software worldwide for videogame systems,
personal computers and the Internet. Electronic Arts markets its
products under four brand names: EA SPORTS(TM), EA(TM), EA SPORTS
BIG(TM) and POGO(TM). In fiscal 2006, EA posted revenue of $2.95
billion and had 27 titles that sold more than one million copies. EA's
homepage and online game site is www.ea.com. More information about
EA's products and full text of press releases can be found on the
Internet at http://info.ea.com.
Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, and POGO are
trademarks or registered trademarks of Electronic Arts Inc. in the
U.S. and/or other countries. Battlefield 2142 is a trademark of
Digital Illusions CE AB. All other trademarks are the property of
their respective owners.
About IGA Worldwide, Inc.
IGA Worldwide, Inc. (www.igaworldwide.com) is the leading
independent in-game advertising company helping brands to understand
and exploit the rich and diverse opportunities available now and in
the future. Its proprietary ad serving network, Radial, enables
advertisers to target millions of engaged consumers across a wide
range of platforms and genres while they play. It also provides
strategic consulting services including integrated product placement
and promotion through its wholly-owned communications consultancy,
Hive, a trading name of IGA Hive Ltd. Headquartered in New York with
offices in London and Berlin, the group is backed by Easton Capital
Group, Intel Capital, Morgenthaler Ventures and DN Capital. IGA has
recently been voted by ad industry-leaders as the "Breakout Company of
the Year 2006" and as a "Top Private Technology Company in the World."
