G4BOX and Wicked Interactive partner with IGA Worldwide

G4BOX and Wicked Interactive partner with IGA Worldwide
Will Freeman

By Will Freeman

April 20th 2009 at 2:23PM

Free-to-play shooter Cross Fire to feature in-game advertising

G4BOX and Wicked Interactive have signed an exclusive agreement with IGA Worldwide to support in-game advertising in their free multiplayer first-person shooter Cross Fire.

The game, which has already seen a beta launch, will be integrated with IGA Worldwide's proprietary Radial 4.0 advertising SDK, meaning Cross Fire will be able to offer brands and agencies the opportunity to dynamically display and update their advertisements.

“We are delighted to partner with G4BOX on Cross Fire. Its success has allowed us to partner with in-game advertising pioneer, IGA Worldwide, to pursue opportunities in this exciting and ground-breaking advertising environment,” said Garvin Yeung, CEO of Wicked Interactive Ltd.

Ed Bartlett, vice president Europe for IGA Worldwide, added: “Having pioneered ad-supported free-to-play premium games over the last three years, we are very excited to extend this model to Cross Fire, which has all of the necessary features for another huge success story in this category. IGA prides itself on a qualitative approach to ad inventory, and alongside contextual in-game billboards, users can also expect a sponsored tournament and leaderboards as well as subsidised branded content including new levels and arenas.”

Cross Fire is a free-to-play first-person shooter for the PC that allows up to 16 players to compete in a range of game modes and match types.