IGA signs in-game advertising deal with Activision

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.

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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.

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FOR SUBSCRIBERSAbdul El-Sayed tries to woo MAHA voters as Democrats seek inroads with RFK’s supporters

FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

FOR SUBSCRIBERSCornell rape allegation spotlights stringent New York state laws that have long drawn criticism

FOR SUBSCRIBERSThe debate over AI’s future rages on both coasts

FOR SUBSCRIBERSDecades-old march dispute reignites in Northern Ireland, threatening political crisis

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.