IGA Worldwide Reaches 30 Million Users, Launches New SDK

In-game advertising firm IGA Worldwide announced that it delivered ad content to its 30 millionth unique user through its network. Through partnerships with publishers such as Electronic Arts and Activision -- with whom IGA has secured exclusive deals with to provide in-game ads for their PlayStation 3 games -- the agency has incorporated virtual ads in over 80 video games. IGA also announced the launch of its new software development kit (SDK 4.0), which works with its proprietary Radial Network 4.0 to allow companies to integrate dynamic in-game ads into PC, Mac, Flash, and PlayStation 3. To add their promotions to the IGA network, advertisers submit their content in one of five sizes. The firm also updated its reporting and communication functions between the Radial Network and the SDK. When an ad appears on screen, the SDK monitors how long the content is viewable. Once it meets a certain time requirement at a predetermined viewing angle and screen size, it is relayed to Radial as a served ad unit. Thus, Radial can report on how long an in-game ad appeared on screen and the number of unique views of the ad across each title in the campaign. "IGA Worldwide’s intention is to make the process of incorporating dynamic in-game ads into relevant games as streamlined as possible," says IGA Worldwide's chief technology officer Peter Sispoidis. "The new Software Development Kit is a major step in the right direction, as it aids all parties involved in placing in-game ads, from the game developers to the media buyers."