IGA Worldgroup Launches World's First Global Media Network for Advertising in PC and Video games
IGA Worldgroup, the world's largest name in in-game advertising, today announces the formation of the first global specialist media group dedicated to advertising opportunities in the in-game space, using their technology enabled media network to help brands reach millions of end consumers. IGA Worldgroup also acquires Hive Partners, the leading in-game advertising agency.
New York, NY (PRWEB) April 27, 2005 -- IGA Worldgroup, the world's largest
name in in-game advertising, today announces the formation of the first global
specialist media group dedicated to advertising opportunities in the in-game
space, using their technology enabled media network to help brands reach
millions of end consumers.
Operating out of New York, London and Berlin,
and tapping into the expertise of former executives from leading agencies such
as McCann Erickson, BBDO, Carat and McKinsey, the IGA Worldgroup network of
companies has expanded to include IGA Partners North America (formerly In-game
Partners LLC), IGA Partners Europe, IGA Technologies, and the newly acquired
Hive Partners, a communications agency best known for its groundbreaking in-game
advertising work for energy drinks giant Red Bull. With its rapid expansion, IGA
Worldwide will open new offices in Paris, Benelux, Los Angeles, and Tokyo in the
coming months.
IGA Partners' primary offering is the planning, serving
and tracking of highly targeted and dynamically updateable advertising campaigns
into their global network of live multi-platform (PC, console, handheld and
mobile) video game titles via proprietary ad-serving technology. Consumers
playing game titles enabled with the IGA technology will see a range of
territory-localized and context-sensitive advertising content both during and
between game play sessions, including billboards, interstitial screens, TV spots
and a wide variety of other formats comparable with real world advertising.
Plus, with the next generation of high definition, broadband-enabled, 'always
on' game consoles, this content will rapidly expand to include a wider variety
of rich media and even brand-specific game play content.
"IGA Partners'
combination of proven cross-industry expertise and experience ensures that we
adhere to the highly stringent requirements and demands of not only game
publishers and brands, but also the gaming consumer," explains Justin Townsend,
IGA Partners Europe CEO. "We ensure that we deliver relevant and high quality
advertising that enhances the gaming experience while delivering impressive
advertising ROI for our portfolio of leading brands and game
publishers."
The group is also the first to offer a 'through the line'
approach to the medium, with the recent acquisition of leading integrated
communications agency Hive Partners. The Hive Partners brand will execute all
consulting, creative and strategic product placement and brand partnership
activities for the group's roster of brand and publisher clients. "We are now
able to offer brands a more cohesive approach to getting inside the game," says
IGA Partners North America CCO, Darren Herman, "Hive Partners allows us to not
only build out our media network but allows the in-depth static and
plot-integration deals that generate buzz for advertisers."
"Along with
this rapidly changing perception of the game market and its value to consumer
brands, I believe that the combination of infrastructure, technology, industry
experience and overall approach within IGA Worldgroup puts us in an extremely
strong position in this market moving forwards," explains Ed Bartlett, former
CEO of Hive Partners and now VP of European Publishing for IGA Partners. "What
could be more effective for brands than being able to deliver relevant and
content specific product messaging to this consumer segment in a completely
engaging and high-fidelity medium?"
For more information on IGA
Worldgroup, visit: www.ingameadvertising.com.
About IGA Partners
IGA
Partners is the #1 name in In-Game Advertising, the default choice for game
developers/publishers and brand advertisers alike. As a technology enabled media
network, IGA Partners represents a unique fusion of agency experience, video
game culture, and proprietary technology - all committed to helping our network
partners expand their revenue potential whilst helping advertisers and their
agencies deliver effective advertising and marketing messages to the In-Game
audience.
About Hive Partners
A wholly-owned subsidiary of IGA
Worldwide Holding AG, Hive Partners is a leading integrated communications
agency dedicated to interactive entertainment-focused branded content.
Passionate in their focus on using interactivity to drive, engage and retain
consumer interest, the team has set the benchmark for immersive branded
experiences in premium retail videogame titles since August 2003. Hive is
responsible for some of the most talked-about interactive in-game product
placement integrations, reaching millions of media-savvy consumers through a
startling variety of contextually relevant and value-adding game play
experiences, targeted viral advertising and below-the-line co-promotional
activity. With an enviable network of clients and partners including some of the
world's leading videogame publishers and consumer brands, Hive has a diverse and
exciting portfolio of globally recognized titles and related brand opportunities
spanning every conceivable game platform, reaching into 2006 and
beyond.
Media Contacts:
IGA Worldwide (North America Public
Relations)
Sara Lamela - Max Borges Marketing Solutions
+1 305-576-1171
ext.5
e-mail protected from spam bots
IGA Partners North America
Darren Herman – Chief Commercial Officer
+1 800 548 1388 ext.2
e-mail
protected from spam bots
Hive Partners
Rachel Norman - Managing
Director
+44 (0) 117 9625626
+44 (0) 7966 482244
e-mail protected from
spam bots
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Source : http://www.prweb.com/releases/2005/4/prweb233832.htm