Media first in-game advertising timed for Orange British Snowboard Championships - March 2006

i-level, in conjunction with leading in-game advertising specialists Hive Partners have created a media first for Orange of an exclusive one month sponsorship tenancy with the new free-to-download PC snowboarding game “Stoked Rider”, from developers Bongfish. With initial ‘seeding’ with core gaming sites from February 17 2006, the game is now widely available and timed to run during the Orange British Snowboard Championships, in Switzerland in March 2006.

The exclusive in-game branding will include loading screens, exclusive Orange Power-Ups/bonuses placed across the mountains which help the rider to access other areas of the slopes, as well as ‘sponsorship’ ads throughout the game in the likes of the rider configuration screens. The supporting online campaign, comprising banners, skyscrapers and MPUs will appear on sites such as Extreme.com, snow-Forecast.com as well as the winter sports section of Virgin.net, linking through to a microsite promoting the Orange BRITS and AIM series (British Snowboard & Freestyle Ski Championships) and the Samsung X660 pay as you go handset.

“The computer and video games industry is the fastest growing entertainment sector, which demonstrates that gaming is now not the sole domain of excited 12 year olds, but is populated by a far broader consumer demographic that are seeking evermore compelling, engaging entertainment experiences,” said Julian Ireland, European Communications Director at Hive Partners, the strategic communications arm of IGA Worldwide Inc. “We have demonstrated that brand advertisers and game developers can work together closely on an essentially mutually beneficial basis, but only with the relevant contextual control and guardianship that our business model provides.”

Ireland continued: “Working with a forward-thinking agency such as  i-level, who fully embrace the emerging in-game advertising space, will demonstrate that activity in this medium will grow fast on the back of a results-driven, ROI-based approach to delivering uniquely engaging communications.”

William Smyth, Account Director at digital media specialist i-level added: “To really exploit the potential within in-game advertising we need to ensure our involvement enhances the users gaming experience and to do that inclusion must be relevant, have an emotional fit to the brand and the audience and also be realistic to the setting.”

About IGA Worldwide, Inc. (www.igaworldwide.com)

IGA Worldwide, Inc. is the global leader in unique 360-degree in-game advertising solutions, 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 whilst they play. It also provides strategic consulting services including integrated product placement and co-promotion through its wholly-owned communications consultancy, Hive Partners. Headquartered in New York with offices in London and Berlin, the group is backed by Easton Capital Group, Morgenthaler Ventures and DN Capital.

For further press information please contact:
Helen Cleaves or Drew Benvie at LEWIS
Tel: +44 (0) 20 7802 2626    Fax: +44 (0) 20 7802 2627
Email: helenc/drewb@lewispr.com
Website: www.lewispr.com

Lorette Nettar at i-level
Tel: 07968 521 684
Email: lorette.nettar@i-level.com

Download Link 1: Orange snowboard_FINAL.doc