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Spend it like Beckham – IGA Worldwide announces in-game advertising in Football Superstars

IGA partners with CyberSports to offer advertisers in-game advertising opportunities in new MMO football title

January 23, 2008

IGA Worldwide, Inc., the leading independent in-game advertising company, today announced a new and exclusive partnership with UK publisher CyberSports to place static and dynamic ads into its debut PC title, the massively-multiplayer online Football Superstars.

The first of its kind, MMO title Football Superstars is being developed for CyberSports by Monumental Games to recreate the game of football and its associated lifestyle, and will allow armchair football fanatics to train, play, compete and spend it like Beckham. Football Superstars puts you in control of one player rather than a whole team, allowing you to guide your player’s career from their first day at the training academy through to stardom as a key member of a premier club, as well as experiencing the fame, glory and lifestyle of a superstar footballer via a stunningly detailed and fully interactive virtual world.

The lifestyle element of this exciting new title will set it apart from other sports titles, whereas the football element will make it stand out from other persistent worlds. Players will be able to live the virtual life of a millionaire player, benefiting from all the perks of a super-rich-and-famous lifestyle.

Justin Townsend, CEO, IGA Worldwide, says:“We are pleased to announce our partnership with CyberSports. Football Superstars features a genuinely unique approach to the MMO genre, as well as providing relevant and innovative opportunities for advertisers, from dynamically-updateable stadium ads and tournament sponsorships to fully interactive stores and even avatar clothing. The possibilities are almost endless, and attractive to a wide range
of brands.”

Football Superstars is free-to-play, with all participants in the 3, 5, 7 or 11-a-side matches being human apart from the AI-controlled goal keepers. Gamers can interact with other players through headsets or in-game chat, and can form their own clubs, create private competitions or just relax with a friendly kick-about on the beach.

The deal between IGA and CyberSports provides a number of unique and varied in-game advertising opportunities throughout the game and virtual world including sponsorship elements, as well as options to reach gamers on the in-game video screens, football and team kit design.

Malcolm Clark, CEO of CyberSports, says:The widespread advertising opportunities provided by Football Superstars means that we needed an experienced partner who understood our brand, as well as having the technology and infrastructure to handle the levels of unique users the game will generate on a global basis.”

The nature of Football Superstars’ open design enables opportunities for potential sponsors to go beyond the pitch, expanding into the virtual world of the football superstar’s clothing, accessories, stores, items, vehicles and electronics. Plus there are also generic opportunities that span the scope of the game, including the in-game mobile phone communication system interface and currency that could be tied into a credit card company or banking institution.

Football Superstars is due for release May 2008.

See http://www.footballsuperstars.com/ for more details.

Executive quote

Justin Townsend, CEO, IGA Worldwide, says:“We are pleased to announce our partnership with CyberSports. Football Superstars features a genuinely unique approach to the MMO genre, as well as providing relevant and innovative opportunities for advertisers, from dynamically-updateable stadium ads and tournament sponsorships to fully interactive stores and even avatar clothing. The possibilities are almost endless, and attractive to a wide range of brands.”

Customer quote

Malcolm Clark, CEO of CyberSports, says: The widespread advertising opportunities provided by Football Superstars means that we needed an experienced partner who understood our brand, as well as having the technology and infrastructure to handle the levels of unique users the game will generate on a global basis.”

About the company

IGA Worldwide, Inc. (www.igaworldwide.com ) is the largest in-game advertising company with a proprietary ad serving network. The IGA Worldwide Radial Network™ enables advertisers to target millions of engaged gamers across a wide range of platforms and genres. IGA Worldwide has already delivered campaigns for diverse brands such as; 20th Century Fox, Ben Sherman, Discovery, FHM, Hawaiian Airlines, Intel, Jeep, MTV, and T-Mobile. IGA Worldwide also provides strategic consulting services including integrated product placement and promotion through its wholly-owned communications consultancy, Hive, a trading name of IGA Hive Ltd. Headquartered in New York with offices in London and Berlin, the group is backed by GE/NBC Universal’s Peacock Equity Fund, Easton Capital Group, Intel Capital, Morgenthaler Ventures, DN Capital and KTB Ventures.

Contact details

Anna Moseley at LEWIS
Tel: +44 (0) 20 7802 2626
Fax: +44 (0) 20 7802 2627
Email: annam@lewispr.com
Web: www.lewispr.com

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