In-game advertising network IGA has announced a partnership with id Software to manage ads, sponsorships and creative branding within ids forthcoming free-to-play Quake Live game, based on its previously released multiplayer-focused Quake Arena. Quake Live is described as "an all-new way to deliver the excitement and energy of first-person multiplayer action to a broader audience than ever before" with both the free-to-play game and an accompanying community website, quakelive.com. The site will include friends lists and communication, sponsored events and tournaments, matchmaking, stats tracking, and the game itself, which will be delivered through the browser. IGA says that through its proprietary SDK, it will offer advertisers new opportunities to target brands to the broad audiences the franchise name will bring, and give gamers a free game, new events, and an active community. Said IGA CEO Justin Townsend, "id Software is among the proverbial godfathers of modern gaming and we are thrilled to be working with them on their first title in our 'freemium' category. This partnership is only the latest testament to the increasing acceptance of in-game as an effective, measurable advertising medium and a strategic revenue opportunity for publishers and developers."