In-game ad network IGA Worldwide Inc. is partnering with the NBC Universal Digital Media Advertising Sales team. They will sell a portion of IGA's premium in-game advertising inventory, as well as create customized packages for marketing clients on the IGA network. While the "Super Mario Bros." are still buying their overalls at unnamed boutiques, the in-game ad market has been landing some big-names, such as Starwood Hotels & Resorts Worldwide, which runs a hotel in "Second Life," a virtual world launched by Linden Research Inc. Estimates about revenue in the in-game ad market over the next few years have ranged from the hundreds of millions of dollars to over $1 billion.

IGA recently reached an agreement with Nadeo to place dynamic ads into the top PC online racing game, "Trackmania Nations Forever," which is due for launch next quarter. Headquartered in New York, IGA is backed by GE/NBC Universal's Peacock Equity Fund, Easton Capital Group, Intel Capital, Morgenthaler Ventures, DN Capital and KTB Ventures.

Separately, NBC Universal and News Corp. launched their joint venture Web site Hulu.com on Monday. Showcasing video clips and TV programs, the partners hope to steal some of YouTube's thunder. — Baz Hiralal

See the sales partnership agreement release

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