Posterscope gets in the game

• Posterscope signs deal with IGA
• Billboards inside computer and video games
• Simultaneous display with real world

Singapore - Posterscope Group Singapore has announced a new deal with IGA Worldwide, the in-game advertising network, in which billboards bought on behalf of their clients will appear inside IGA's network of computer and video games at the same time as their display in the real world.

Developments in gaming technology such as IGA's proprietary Radial ad serving platform, photo-real graphics capability and broadband online connectivity together with similarity in media formats, is allowing the exploitation of synergies between real and virtual worlds.

The new offering is complementary to the in-game advertising strategies already being employed by media agencies and digital specialists. However, an exclusive out-of-home ‘add on' package allows advertisers to benefit from favourable rates in return for less control regarding individual game selection and ad frequency.

According to Posterscope, this approach will not be appropriate for all brands and campaigns but it is expected the initiative will significantly widen the appeal of in-game advertising and it allows advertisers to reach a valuable and highly engaged audience - working alongside real world out-of-home media.

IGA's network currently reaches over 30 million consumers worldwide across a variety of gaming platforms including PlayStation 3, and has an average ad view duration in excess of eight seconds.

"There is a convergence of what we do with offline media and the virtual world. Nowhere better is this demonstrated than in gaming. Keeping offline messages connected to what people do online is strategically important for all clients," said Adrian Daniels, managing director of Posterscope Group Singapore.

James Salins, sales director for IGA, commented: "Our network offers a wide range of relevant photorealistic and interactive environments from cities to sports arenas, with the added advantage that our technology measures the size and duration of every ad on screen, for every single user."

Research carried out by Nielsen in 2008 revealed that 36% of gamers bought or sought information about a product after seeing an ad in a videogame, with an average increase in positive opinion of a brand or product of 61%.

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