Sensis MediaSmart partners to get in the games

Stan Beer
Friday, 11 May 2007 16:29

Your IT - Entertainment

Hoping to cash in on the emerging in-game advertising market, MediaSmart, Sensis’ digital advertising arm, has announced an exclusive Australian distribution agreement with global in-games ad player IGA Worldwide.

The agreement will see MediaSmart selling IGA Worldwide’s inventory exclusively in the Australian market. MediaSmart already represents BigPond GameArena and Ausgamers, two of Australia’s largest gaming websites.

Anthony Saines, Group Manager Sensis Digital Marketing Services said, “With 79% of Australian households having a device for playing computer and video games,  the gaming audience cannot be ignored by the advertising industry.

“The MediaSmart mission is to build a network that allows us to respond to every digital advertising brief. In-game advertising provides another way for us to reach the ever-growing digital audience in an increasingly fragmented media landscape.

“With the average age of Australian gamers set at around 28, our exciting new partnership with IGA Worldwide – the largest independent in-game advertising network – makes it easier for us to target the ‘lost generation’ of 18 to 30 year old males who are becoming more and more elusive to traditional media.”

Some of the opportunities available to advertisers through MediaSmart’s new partnership will be in-game billboards, logo placement and videos.

“We are thrilled to add Sensis as a partner of IGA Worldwide,” said Justin Townsend, CEO, IGA Worldwide.  “By expanding our business globally, we are now able offer a full choice for our advertisers across all channels in the United States, Europe and now Australia.”