IGA Worldwide Chief Executive Justin Townsend contends that his company's reach is actually greater than Massive's. After it launched its PS3 ad initiative with EA's "Madden NFL 09," IGA has seen "a big increase in the volume of sales," says Townsend. The average ad buy has gone from $300,000 to $1 million. All told, the in-game ad industry is expected to reach $800 million in the U.S. by 2012, according to Parks Associates.

From the article, "IGA's Massive Ad Play" by Mary Jane Irwin

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