IGA Worldwide To Deliver Dynamic In-Game Advertising in Sony Computer Entertainment America’s MLB(R) 09 The Show(TM) for the PLAYSTATION(R) 3(TM) System

MLB(R) 09 The Show(TM) Is SCEA’s First PLAYSTATION(R) 3 Blu-ray(TM) Disc Title to Incorporate Dynamic In-Game Advertising

NEW YORK, March 30 /PRNewswire/ — IGA Worldwide, the leading in-game advertising network, announced that its in-game advertising technology will be used to integrate advertising and sponsorship opportunities into MLB(R) 09 The Show(TM), the new baseball game from Sony Computer Entertainment America (SCEA) released in early March. MLB(R) 09 The Show(TM) is the latest version in SCEA’s best-selling, high-definition baseball franchise for the PLAYSTATION(R) 3 (PS3(TM)) system, and the first Blu-ray(TM) Disc title from SCEA to incorporate dynamic in-game advertising.

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SCEA and IGA Worldwide are now able to make the players’ world within the game relate even more closely to the baseball games they watch in real life. Advertisers within MLB(R) 09 The Show(TM) will be able to showcase their brands and products within the ballpark environment, enabling baseball fans to interact with contextually relevant popular brands that are integrated into the stadiums. MLB(R) 09 The Show(TM) provides a vast array of customization options and in-game advertising opportunities, including stadium signs and billboards.

“MLB(R) 09 The Show(TM) is easily the most authentic and versatile baseball title on the market, and the incorporation of in-game advertising will enhance the entire game experience for baseball fans who can now interact in a very personal way with the brands and products they associate with their favorite team,” said Tim Walsh, executive vice president North America, IGA Worldwide. “MLB(R) 09 The Show(TM) is the first disc-based PS3 title to incorporate dynamic in-game advertising, opening up a whole range of opportunities for marketers to drive brand awareness and recall within the context of an extremely popular game.”

“We are pleased to partner with IGA Worldwide in bringing this exciting marketing opportunity to MLB(R) 09 The Show(TM),” said David Winding, Director – Network Advertising, Sony Computer Entertainment America. “SCEA is committed to bringing the most realistic baseball experience to our consumers and this has never been more evident than in MLB(R) 09 The Show(TM) on PS3.”

About IGA Worldwide

IGA Worldwide (http://www.igaworldwide.com) is the world’s leading in-game advertising network. IGA enables advertisers to target millions of highly engaged consumers playing games across a wide range of gaming platforms and genres. IGA Worldwide was selected by Sony Computer Entertainment as the first in-game advertising provider for the PLAYSTATION(R) 3 and is partnered with leading game companies such as Activision, Atari, Codemasters, Electronic Arts, id Software and Valve Software. The company has delivered campaigns for a broad range of brands such as 20th Century Fox, Gillette, Intel, McDonald’s, Puma, Toyota and Unilever. IGA was founded in 2005 and is headquartered in New York City with additional offices in Los Angeles, San Francisco, London, Paris and Berlin. IGA’s financial backers include Easton Capital, Intel Capital, Peacock Equity, Morgenthaler Ventures, DN Capital, KTB Ventures, Translink Capital, Itochu Technology and Sumitomo/Presidio STX.

PlayStation, PLAYSTATION and PS3 are registered trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

SOURCE IGA Worldwide