IGA Worldgroup Launches World's First Global Media Network for Advertising in PC and Video games

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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.

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: http://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


IGA Partners North America

Darren Herman – Chief Commercial Officer

+1 800 548 1388 ext.2


Hive Partners

Rachel Norman - Managing Director

+44 (0) 117 9625626

+44 (0) 7966 482244



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Darren Herman