IGA to sell in-game ads for Burnout Paradise

IGA will sell in-game advertising for EA's Burnout Paradise, including campaigns from Burger king, Diesel, Gillette, CompUSA.com, Sling Media, Vizio, JL Audio and others on billboards, retail stores, radio stations and vehicles in the game.

“We are extremely excited to partner with EA as the Burnout series continues to be such a smashing success around the world,” said Justin Townsend, CEO of IGA Worldwide. “The in-game advertising market is expected to reach nearly £340m/$670m this year which would indicate marketers, game developers and publishers like EA are fast becoming more convinced of the many branding and financial benefits that advertising within this medium continues to deliver.”

Bit of a coup for IGA, this. Burnout Paradise is now topping the UK charts, so it's perfect timing to get involved. Looks like the whole in-game ads "thing" may finally be starting to live up to the promise. Fingers crossed for Justin, there.