IGA Worldwide looked to be on death’s door, when large clients like EA left and it was forced to put itself on the trading block. However, funding from groups like T-Venture Funds, Kreos Capital and Easton Capital have helped put them back on their feet.
“It’s been a tough 18 months for the whole ad sector, including in-game,” said IGA chairman Justin Townsend. “But we’ve seen a huge increase in RFPs lately.”
Companies involved in soft drinks, consumer packaged goods and lifestyle brands have shown renewed interest of late, and the company still has a good deal of market share on PC and PS3.
“We’ve always stood by the promise and importance of gaming as a medium, and that hasn t changed for advertisers despite the recession,” said Townsend. “One thing we ve seen is that we no longer have to educate buyers on in-game as a medium. Now it s a line item. And we can position ourselves as a reach buy.”
Source: AdWeek
