Ad Company Strikes Deal For In-Game Ads on PS3
Most current video game ads are static; in other words, they’re coded into games and can’t be changed. These ads will be dynamic, which means they can change over time and even be targeted based on where a gamer is playing or on other factors.
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AP
Published: October 6, 2008
NEW YORK (AP) - It’s a deal that will likely affect what you see when you play your favorite video game on a PlayStation 3. And no, we aren’t talking about the graphics. The video game ad company IGA Worldwide says it has struck an exclusive deal with Activision Blizzard to deliver in-game ads for games on Sony’s PS3 gaming console. What makes it a big deal is the way the ads will show up in games. Most current video game ads are static; in other words, they’re coded into games and can’t be changed. These ads will be dynamic, which means they can change over time and even be targeted based on where a gamer is playing or on other factors. IGA has a similar deal with Electronic Arts for delivering ads to PS3 games. Video games have become an increasingly important ad platform, especially for companies that want to reach out to teenagers and young men.
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