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RapidFire acquires tech from IGA Worldwide, a sign of change in the in-game ad market

Canadian in-game ad network RapidFire has acquired the in-game advertising technology that IGA Worldwide created. The technology was good for delivering real-time advertisements inside of video games such as those made for the PlayStation 3.

The deal shows just how much the game advertising business has changed in the past six years.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.