Video game advertising company IGA Worldwide said Tuesday it signed an exclusive deal with Activision Blizzard Inc. to deliver in-game ads for games on Sony Corp.'s PlayStation 3 console.
Financial terms were not disclosed. The first game to feature dynamic IGA ads will be "Guitar Hero World Tour," the next installment of the popular music franchise, which goes on sale at the end of October. Unlike static advertising, which is coded into games and cannot be changed, dynamic in-game ads change over time and can be targeted based on a gamer's location, among other things.
IGA also has an exclusive deal with Electronic Arts Inc., another large game publisher, to deliver ads for PS3 games.
Video games are an increasingly important advertising platform, especially when it comes to reaching teenagers and young men.