Activision signs in-game ad deal

In-game advertising firm IGA Worldwide has just announced that it has finalised and signed a deal with Activision to provide in-game adverts through a series of upcoming games, starting with Guitar Hero: World Tour. Bad news for many more discerning gamers, we're sure.

The good (or not so good) news though? The deal will only affect the PlayStation 3 platform and IGA has no right to provide ads for these games on other platforms, so the majority of console gamers in the UK will be unaffected.

"Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time," said Dave Anderson, head of business development at Activision Publishing.

"By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."

Hm. Colour us unconvinced, as too often these deals lead to bright and colourful adverts infringing on the game experience.

"Activision has one of the most impressive stables of games in the video game industry," said Justin Townsend, CEO of IGA Worldwide. "To partner with them demonstrates the appeal of in-game advertising to marketers and consumers, alike. We will be able to connect more brands with engaged users than ever before."

Well, at least it's good news for someone, eh? Tell us what you think about in-game advertising in the forums.

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