'Not another Axe ad!'

Under the terms of a new agreement, NBC Universal may sell ads in games represented by IGA Worldwide, reports Mediaweek.

The deal empowers NBCU's digital sales team to sell available inventory in games for which IGA is contracted to handle ad sales.

NBCU will offer the inventory to clients in other media sectors as well.

NBCU gains access to premium game inventory and IGA gains access to NBCU's premium advertising clients through the deal — the metaphoric win-win for all.

Earlier this year, NBCU and parent GE took part in a round of financing for IGA.