IGA Worldwide, the largest independent in-game advertising network has announced a 3-year partnership with Codemasters, one that will see them delivering both dynamic and static advertisements into the publisher’s upcoming titles, including the recently released Colin McRae Rally DiRT.

“We are very pleased to be extending our partnership with Codemasters,” said Justin Townsend, CEO, IGA Worldwide. “The company’s dominance in the racing genre is one of the most relevant and important for advertisers, with a very high concentration of the valuable 18-34 male demographic. Codemasters has consistently proven itself as one of the most advanced producers of world class racing and action games and its future portfolio will be no exception.”

The ad agency already reaches 10 million users worldwide, promoting products from Intel, T-Mobile, MTV, FHM, Paramount, Amazon and many more leading products.

If you hate seeing in-game advertising, get prepared to check off another publisher off your list: IGA Worldwide and Codemasters have signed an exclusive deal that will see a “range of key titles” from Codemasters get “high quality audio, video and billboard advertising content,” including upcoming titles Brian Lara International Cricket 2007 and Colin McRae Rally.

“The fact that another of the world’s leading video game publishers has made the transition to IGA as a one-stop solution for their in-game advertising further demonstrates the strength and business value of our offering and our position as the leading independent company in the industry,” said Justin Townsend, CEO of IGA Worldwide. “Codemasters’ proven ability to deliver globally successful franchises will open up a whole new range of possibilities for the world’s leading brands and agencies, enabling advertisers to reach their target demographics across an exciting range of game genres and platforms.”

The next ColinMcRae Rally and Brian Lara titles are set for release in 2007, with the latter batting into stores in March 2007 on PS2, Xbox 360 and PC.