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In-game advertising network IGA Worldwide has announced its brand partnerships within Electronic Arts' Burnout Paradise, revealing that it incorporated placement for Burger King, Diesel, Gillette and others in the game with billboards, retail store

Leigh Alexander, Contributor

January 29, 2008

1 Min Read

In-game advertising network IGA Worldwide has announced its brand partnerships within Electronic Arts' Burnout Paradise, detailing the companies for which it obtained placement in the game. IGA says it is working with brands including Burger King, Diesel, Gillette, CompUSA.com, Sling Media, Vizio, JL Audio and others to incorporate static ads, including billboards, retail stores, radio stations and vehicles into the game. Most recently, IGA partnered with UK publisher CyberSports to place ads in its upcoming PC title Football Superstars, though no specific brand partnerships were revealed. IGA CEO Justin Townsend commented, “We are extremely excited to partner with EA as the Burnout series continues to be such a smashing success around the world. The in-game advertising market is expected to reach nearly £340m ($670m) 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.”

About the Author(s)

Leigh Alexander

Contributor

Leigh Alexander is Editor At Large for Gamasutra and the site's former News Director. Her work has appeared in the Los Angeles Times, Variety, Slate, Paste, Kill Screen, GamePro and numerous other publications. She also blogs regularly about gaming and internet culture at her Sexy Videogameland site. [NOTE: Edited 10/02/2014, this feature-linked bio was outdated.]

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