Jagex Ltd, creators of online multiplayer game RuneScape, has signed a deal allowing WildTangent exclusive rights to sell ads within Runescape, writes MediaBuyerPlanner. WildTangent will drive subscriptions of RuneScape through the WildTangent Games Network, a distribution channel that reaches over 20 million consumer PCs. Now, Wild Tangent has begun selling both video and banner sponsorships to run before game sessions of RuneScape, as well as in-between levels of the game, MediaWeek reports.

According to Wild Tangent EVP of sales Dave Madden, product placement with actual game play - an increasingly popular tactic when marketing to gamers, will not be employed as part of the deal, to not disrupt RuneScape's inherent medieval fantasy. WildTangent has signed on several top name brands to run ads in RuneScape, including Coca-Cola, Sony Entertainment and the U.S. Navy.

According to a Jagex release, over the past 12 months, RuneScape has surpassed The Sims Online, Everquest, and Star Wars Galaxies in monthly subscriptions. Predominantly aged 14 - 24, RuneScape's audience exceeds 4 million monthly players in the U.S. and over 9 million globally. To date, the property has remained untouched by advertisers in the U.S.