Officials from in-game advertising network IGA Worldwide have announced a new "multi-faceted agreement" with NBC Universal Digital Media. As a result the NBC Universal sales team will be able to sell a portion of IGA's premium in-game advertising inventory and create customized packages for clients on the IGA network.
GE/NBC Universal's Peacock Equity fund was one of the major participants in IGA's $25 million Series B investment round in July.
IGA's proprietary ad serving network already allows advertisers to target video game players, with major clients including Electronic Arts, Codemasters, Valve, Eidos, Atari and Acclaim. As such their advertising technology has been used in titles including Battlefield 2142, Counter-Strike, Test Drive Unlimited and Colin McRae: DiRT.