<a href="http://adserver.adtechus.com/adlink/3.0/5242.1/2382763/0/0/ADTECH;alias=Gamasutra_Console_PC_IMU1_300x250;loc=300;key='+adkeys+';grp='+adrand+'" target="_blank"><img src="http://adserver.adtechus.com/adserv/3.0/5242.1/2382763/0/0/ADTECH;alias=Gamasutra_Console_PC_IMU1_300x250;loc=300;key='+adkeys+';grp='+adrand+'" border="0" width="0" height="0"></a> In-game advertising firm IGA Worldwide announced that it delivered ad content to its 30 millionth unique user through its network. Through partnerships with publishers such as Electronic Arts and Activision -- with whom IGA has secured exclusive deals with to provide in-game ads for their PlayStation 3 games -- the agency has incorporated virtual ads in over 80 video games. IGA also announced the launch of its new software development kit (SDK 4.0), which works with its proprietary Radial Network 4.0 to allow companies to integrate dynamic in-game ads into PC, Mac, Flash, and PlayStation 3.
As the U.S. videogame industry continues to grow in the next several years, dollars spent on in-game advertising will increase accordingly. By 2013, marketers will spend a total of $681 million on in-game advertising, up from $403 million in 2008, per . During the forecast period, the relative mix of console/PC-based and Web-based advertising will shift slightly toward the latter, with 75 percent of the total spent online in 2013.