Test Drive Unlimited To Feature In-Game Ads By IGA >

	2006/05/15 12:41:47: Posted by DM
	According to Atari's press release, the upcoming Test Drive Unlimited will feature in-game ads by IGA, the leading independent ad provider for games. On the one hand this will add to the realism of the game, on the other hand, well, they are ads. Click read more for the full info. PRESS RELEASE IGA Worldwide, the leading independent in-game advertising company has secured Atari, Inc.’s (Nasdaq: ATAR) next major PC game release, Test Drive® Unlimited, for its in-game advertising network. Developed by Eden Games, Test Drive® Unlimited offers gamers and car and bike enthusiasts an unprecedented lifestyle and racing experience. Featuring a photorealistic setting of the Hawaiian island of Oahu, more than 100 fully customisable licensed cars and bikes from exclusive manufacturers, and the ability for thousands of gamers to play and interact simultaneously with M.O.O.R™: Massively Open Online Racing, Test Drive® Unlimited will speed onto store shelves in September 2006. IGA, along with its wholly owned communications consultancy, Hive Partners will be incorporating prime billboard locations and interactive branded content within the game. While driving through more than 1,000 miles of diverse Hawaiian terrain, drivers will see real-world campaigns and even interactive stores for a number of brands, including Ben Sherman and Marc Ecko clothing, and receive dynamic updates of new billboard content across the game’s lifespan. The content will be served globally via IGA Worldwide’s proprietary Radial in-game ad serving network. “Given Test Drive® Unlimited’s wide appeal and high level of realism, we wanted to further enrich gamers’ experiences by providing in-game advertising to emulate the real world,” said Wim Stocks, Executive Vice-President at Atari, Inc. “With IGA’s in-game ad serving network and Test Drive® Unlimited, advertisers will have the opportunity to tap into a large consumer base and reach new audiences.” “Test Drive® Unlimited is an aspirational lifestyle game facilitating a virtual fantasy life – not only is the game set in Hawaii, but players are able to race in top vehicles including models from Lamborghini, Ferrari and Mercedes Benz,” said Justin Townsend, CEO at IGA Worldwide. “As such, it’s no surprise that leading global brands want to incorporate the game into their media plans. By bringing this title into our Radial network, we will know exactly how often, where and when, as well as how many gamers are exposed to in-game advertising or placements, allowing advertisers to deliver ‘above-the-line’ campaign creative and messaging, but with levels of ROI accountability usually only found with online advertising,” he added.
	Labeled With  test drive unlimited xbox360 atari Comments [7]  | Rate this article: -- 1 2 3 4 5 6 7 8 9 10  | Avg. rating of 8.3

This will really not bother me in games, in fact so long as they are unobtrusive, I welcome them, maybe they can help smaller games companies earn a crust.

Well well, what do you know... The first game with in-game ads is on the 360.

Hey, if it helps pay for their server hosting and theres no added fee for me, then I'm cool with it.

I agree. As long as ingame ads don't interfere with the gameplay, then it's all good. Seeing brands that you recognize actually provide a better sense of eh... "reality".

But it's funny since 360 fanboys have been clamouring over the fact that Harrison mentioned how PS3 games will have ingame ads.

To be honest after we see enough of these games with in game ads, I'd be surprised if anyone even pays attention to them, like in reality.

This is Atari's decision to have the ads, has nothing to do with Sony or MS. I don't mind if they are during the loading screens.

Ads are so dumb

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