IGA Worldwide Inc. announced that its in-game advertising technology will be used to integrate advertising and sponsorship opportunities into MLB. The Show(TM), the new baseball game from Sony Computer Entertainment America (SCEA) released in early March. MLB.

IGA Worldwide, Inc.’s Chairman, Justin Townsend told VentureBeat that his firm is seeking funding and has put the company up for sale. IGA laid off 25% of its staff in November, leaving it with around 45 employees, Townsend told VentureBeat. The company has reportedly hired Gordian Group to assist it in possible funding or a sale process. Prospective bidders have been given until March 27 to submit bids.

IGA Worldwide announced two key milestones; the launch of the company's new software development kit (SDK 4.0). The new SDK works in support of the company's proprietary Radial Network 4.0 and allows for a more seamless integration of dynamic in-game ads into four distinct gaming platforms: PC, Mac, Flash and the most recent addition to the stable, PLAYSTATION(R)3. IGA's unique SDK and infrastructure combined with its relationship with top game publishers such as Electronic Arts (EA) and Activision (ATVI) provides advertisers with rapid access to virtual ad space in over 80 premium computer and videogame titles, with an aggregate reach of over 30 million consumers worldwide. Advertisers only need to supply IGA with campaign creative in one of five common sizes to enable the content to be viewed in the IGA network. Reporting and communication between the Radial Network and the SDK has also been updated. When an ad appears on screen, the SDK monitors the length of time the impression has remained viewable. Should that impression meet a certain time requirement at a predetermined viewing angle and screen size, it is then relayed to Radial as a served ad unit.