The massive potential of in-game advertising was underlined this week, with two major players rolling out their businesses in Europe.
Massive Incorporated and IGA Worldwide have both opened offices in central London. The move follows the first Advertising in Games Forum, held in New York, where sector leaders outlined the $1 billion potential of the new medium.
Massive Incorporated’s client roster includes Coca Cola, Honda, Universal Music and Paramount.
“This will change games industry economics over the next two-to-three years,” said Massive CEO Mitch Davis. “We have agreements with 10 out of the top 20 publishers”
Meanwhile IGA Worldwide, headed by industry veteran Ed Bartlett in the UK, has launched what it calls the ‘first global media group for advertising in games’.
IGA will orchestrate inclusion of ad content in games and plans to announce partners soon.
By Johnny Minkley
