Intel splashes out on in-game advertising

Written by Wil Harris

July 6, 2006 // 9:59 a.m.

Tags: #advertising #capital #damien-callaghan #iga #intel #massive #microsoft

Intel has splashed out some cash to invest in a firm that specialises in putting advertising in games.

IGA is the firm, and we've written about their antics before. Intel is hoping that developers will continue to put adverts in their games and strike sponsorship details with companies keen to get their products in front of the eyes of gamers, many of whom are utterly missed by magazine or TV advertising.

Damien Callaghan, Strategic Investment Manager at Intel Capital, said that:

"The explosive growth of digital gaming is attracting millions of new users and is a key element of Intel's vision for the Digital Home... IGA's products enhance this opportunity by enabling game developers and publishers to earn additional revenue ensuring the continuation of a vibrant industry - an issue of importance to Intel and its customers."

Nice to see that Intel sees adverts as an integral part of our digital home experience! The flipside is that, as game budgets spiral and games themselves become more cinematic and detailed, advertising is a necessary way of funding development, especially when PC gaming sales in particular are affected by piracy.

Do you care about advertising in games? Has it bothered you so far? Let us know over in the forums.

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