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BizReport : Advertising : January 16, 2007
In-Game Ad Platform Upgraded to Flash
Hoping to appeal to a wider base of online gamers, IGA Worldwide is upgrading their in-game ad platform to support flash-based games. The upgraded platform also offers better targeting and tracking controls.
Ed Bartlett, IGA's vice president of publisher relations said (via MediaPost), "One thing we've done here is really set up the system now to work on multiple platforms. We're also looking to the future, to mobile, and to consoles."
According to Bartlett the upgrade will allow IGA to branch out from PC-based games and to serve ads in other platforms. As for the improved controls, the new platform allows for geo-targeting of ads down to the city level. For example, gamers in Dubuque will not receive in-game ads for businesses based in Tampa. The tracking controls will follow the static ads, for example product placements that are hard-coded into games.
IGA will also upgrade past titles so that ads served in those games are up to date.
Earlier this month, IGA began delivering ads to six popular online games with some success. Those ads are in MMOG games BOTS!!, 9Dragons, 2Moons and Dance!. According to the company website, 70% of gamers feel that in-game ads add to the reality of games.
Tags: in-game advertising
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