IGN Entertainment has announced that it is extending its technology platform to serve dynamic content and advertising in video games, in a move to compete with other game ad services such as the newly-launched provider Massive Inc.
IGN's new software and services will apparently "enable developers and publishers to manage their online game content throughout the game lifecycle, as well as execute in-game advertising campaigns."
The company's tools are built on its GameSpy backend infrastructure, service teams, data centers and core technologies. The technology is currently available for the PC and PlayStation 2; versions for next generation platforms will also be developed.
The ad downloading and serving technology will also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns.
"IGN Entertainment's In-Game Marketing Service allows publishers and advertisers to reach the elusive target audience of young males where they are: online and in the game," said David Tokheim, vice president of marketing, IGN Entertainment. "We already capture the attention of the largest group of gamers worldwide. We are now able to reach this same vital audience in multiple mediums."