Interesting nugget of information this morning in MediaPost’s Online Media Daily:

In-game advertising network IGA Worldwide Inc. has expanded its global footprint to include two exclusive sales partnerships in Australia and Canada. IGA will be working with Sensis, Australia’s leading information resource and Access Marketing, an independent Canadian media company. The deal broadens IGA’s global reach, while creating opportunities for local and regional advertisers in Australia and Canada to reach gamers in the 18-34 demographic on IGA’s worldwide network. IGA Worldwide presently generates more than 200 million impressions per week.

The press release adds: ” The deals will see Sensis’ digital advertising arm MediaSmart representing IGA Worldwide’s in-game advertising opportunities exclusively in the Australian market, through games inside of IGA‘s Radial Network. The partnership puts MediaSmart in a strong position to capitalize on the distinctive in-game advertising channel which is poised for further growth in the Australian market and bound to play an influential role in future media buying. Sensis provides advertising services to thousands of leading Australian businesses and this partnership underscores the appeal of in-game ads as a way to reach consumers for businesses of any size.”

What it means: smart move by Sensis. Knowing full well that videogames are yet another media entry door, they are going to leverage their existing MediaSmart sales team to promote local and national advertisers via in-game advertising. A great way to reach the 15-30 year-olds.