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IGA Partners, Ltd has announced a new venture to capitalize on over 500 million retail video gamers with the creation of IGA Partners North America, the exclusive North A...

Simon Carless, Blogger

March 8, 2005

1 Min Read

IGA Partners, Ltd has announced a new venture to capitalize on over 500 million retail video gamers with the creation of IGA Partners North America, the exclusive North American agent for its in-game ad network, which has not yet announced initial publisher or development partners. IGA Partners North America represents a unique integration of advertising agency experience, video game culture, and proprietary technology aimed at assisting corporate advertisers and their agencies in delivering effective advertising and marketing messages to gamers. The creation of the North American company will help IGA Partners, Ltd. expand into the United States and Canadian markets while taking advantage of the infrastructure and relationships that Darren Herman and Andrew Sispoidis have already built. The venture also gives both entities a better understanding of the needs of global advertisers - needs that often require both worldwide coordination and local market implementation. "We are extremely excited about bringing Darren and Andrew onboard and making them part of our team,” says Justin Townsend, CEO of IGA Partners Europe, "With their previous track record of success in the in-game advertising and video game industry with inGamePartners, we recognized a real opportunity to expand our global reach and offer more opportunities to our clients.”

About the Author(s)

Simon Carless

Blogger

Simon Carless is the founder of the GameDiscoverCo agency and creator of the popular GameDiscoverCo game discoverability newsletter. He consults with a number of PC/console publishers and developers, and was previously most known for his role helping to shape the Independent Games Festival and Game Developers Conference for many years.

He is also an investor and advisor to UK indie game publisher No More Robots (Descenders, Hypnospace Outlaw), a previous publisher and editor-in-chief at both Gamasutra and Game Developer magazine, and sits on the board of the Video Game History Foundation.

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