BOTS!!

In-game advertising vendor IGA Worldwide will deliver advertising within six of Acclaim's massively multiplayer online games, or MMOGs, starting this month, reports MediaWeek.

IGA will handle advertising in BOTS!!, 9Dragons, 2Moons, DANCE! and two titles yet to be announced. Though none of the games attract nearly as many gamers as MMOG king World of Warcraft, after only six months BOTS!! has attracted over half a million.

IGA CEO Justin Townsend said deals with MMOG publishers allow the company to quickly expand its reach, since most MMOGs are free to play online. Furthermore, the standardized ad offerings attract more advertisers compared with integrated deals common to top-selling PC and console games.

Massive - acquired by Microsoft last May - originally handled advertising in BOTS!!. That contract expired, but Massive will continue to handle Acclaim games based outside the U.S.