Mediacom sets its sights on gamers with IGA Worldwide ~ develops in-game campaign to promote Universal Pictures’ Smokin’ Aces ~

News Release

May 11, 2007

Mediacom sets its sights on gamers with IGA Worldwide

~ develops in-game campaign to promote

Universal Pictures’ Smokin’ Aces ~

Mediacom has developed an in-game advertising campaign with IGA Worldwide to support the UK DVD release of Universal Pictures’ ‘Smokin’ Aces’ this month.

Using IGA Worldwide’s Radial ad serving and reporting technology, the dynamic in-game advertising campaign, featuring real-time content updates across a range of real world ad formats, is currently being served into Counter-Strike^®, the world’s largest online action video game, generating in excess of 5 billion consumer minutes per month.

IGA Worldwide advised on the creation of in-game ad executions that resonate with the game play experience and setting.

"IGA’s in game solution provided a perfect vehicle for Universal to reach the core target audience of 16-24 males in an innovative way,” said Simon Jones, senior planner at Mediacom. “Counter-Strike is an excellent fit. ”

“Gamers are a notoriously fickle bunch, but through careful contextual guardianship at the point where game IP meets brands and their values, we have created a fantastic campaign that gamers are sure to respond to,” added Justin Townsend, CEO at IGA Worldwide. “We know from research that gamers crave real world brands as part of the game experience. Through our fast-growing dynamic network, which is now offering over 1 million dedicated users per month, we are leading the way in showing how games can be harnessed to deliver a unique and compelling brand message.”

As the fastest growing entertainment medium, computer and video games are drawing a broader demographic footprint than ever before. In addition, the proliferation of broadband will further drive a shift in media and entertainment consumption which in-game advertising is expected to optimise. The latest estimates suggest that the market will grow by between 40 and 50 per cent in 2007 and by 2010 will be worth $1.3 billion.

About Mediacom

MediaCom is one of the world's largest media agency networks. With over $13 billion in global billings, MediaCom provides business-building media solutions for some of the world's largest advertisers. The MediaCom network spans over 100 offices in over 80 countries worldwide, more than any other media agency network.

MediaCom Worldwide, headed by CEO Alexander Schmidt-Vogel, is headquartered in New York, USA, and is responsible for the global vision and direction of the MediaCom Network. Global service teams - in the areas of planning, research, global negotiations and optimisation - push MediaCom's level of expertise to new levels. Global client teams coordinate MediaCom's work for some of the world's largest advertisers, with tailored knowledge management systems and organisational structures to match each clients’ individual needs.

MediaCom was founded in Europe in 1986, and is a partner company of Grey Global Group.

About IGA Worldwide

IGA Worldwide (www.igaworldwide.com) is the leading independent in-game advertising company helping brands to understand and exploit the rich and diverse opportunities available now and in the future. Its proprietary ad serving network, Radial, enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.

It 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 Easton Capital Group, Intel Capital, Morgenthaler Ventures and DN Capital. IGA has recently been voted by ad industry-leaders as the ‘Breakout Company of the Year 2006’ and as a ‘Top Private Technology Company in the World’

For further press information please contact:

Anna Moseley or Helen Cleaves at LEWIS

Tel: +44 (0) 20 7802 2626                          

Fax: +44 (0) 20 7802 2627

Email: annam/helenc@lewispr.com

Web: www.lewispr.com

For IGA Worldwide enquiries, please contact:

Ed Bartlett

Tel: +44 (0) 20 7250 4340

Email: ebartlett@igaww.com

Web: www.igaworldwide.com