The agreement includes multiple game titles, the first of which to feature the integrated ads will be Guitar Hero World Tour, the next instalment in the Guitar Hero franchise.
A recent study by Nielsen Games revealed that more than 80% of consumers felt games were just as enjoyable with in-game advertising and that positive brand association increased 33% when viewing in-game ads.
The announcement follows the current trend for advertisers to expand into the in-game industry, after pay TV provider Setanta announced a deal with Konami digital to feature ads in the popular Pro Evo Soccer series.
IGA and Activision will work together to integrate the ads into games in a contextually relevant way. All ads will be able to be updated in real time, allowing for campaigns to change creative without a major reprogramming effort.
_1.jpg)
.jpg)
