Interplay Inks Co-Marketing Alliances

Interplay, an Irvine, Calif.-based publisher of CD-ROM and online games, has signed co-marketing agreements with DirecTV Broadband, Olympus, iiYama Monitors and America Online. Financial terms were not disclosed, but a representative said the combined value of the deals was worth about $.5 million.

For the DirecTV broadband marketing agreement, DirecTV will target ads to Interplay’s e-mail database of more than 1.5 million addresses. The campaign will highlight the advantages of broadband access for online gamers.

For both the Olympus and iiYama Monitors deal, the companies will have advertorial placements within their respective Web sites, as well as be featured in co-branded banner ads.

For AOL, inbox inserts will be used to promote the ISP.

DirecTV, Olympus and iiYama Monitors, makers of high-end digital monitors, will have featured ad placements within Interplay’s holiday print catalog, which is mailed to more than 200,000 subscribers.

According to Scott Moore, Interplay sales director, new media, the target audience of Interplay gamers is an attractive one for advertisers. “[Gamers are] more than just PlayStation players,” Moore said. “I’m really excited that our current sponsors see the value in targeting Interplay gamers. Interplay gamers are tech savvy and the early adopters of the Web, which means they’re not afraid of making online purchases. They prefer online ordering.”