Global games publisher Davilex Games and Down Under Ingame Advertising (DUIA), Europe's premier in-game ad-agency, are pleased to announce the establishment of an exclusive relationship between the two companies that will see both parties explore and capitalize on future in-game advertising projects for Davilex games. The deal, which is effective immediately, appoints DUIA as the exclusive agency representing Davilex Games on in-game advertising and game promotions in the international market. Work on in-game advertising between Davilex Games and DUIA had already started prior to the agreement with the implementation of radio station City FM in the PC game Amsterdam Taxi Madness.

In-game advertising is seen by both marketeers, game publishers and advertising agency's as one of the most exciting new forms of advertising and brand communication. Games allow for a broad spectrum of advertising possibilities like sponsorship, product placement, and 'above' and 'below the line' cross-promotions and help advertisers reach audiences that have been hard to reach through traditional media. The deal between Davilex and DUIA ensures a commercial focus and structured approach for both parties in this new market with the combined expertise of the two companies ensuring the best possible outcome.

Davilex Games recently announced that the company's new focus lies in publishing a range of high quality tiles, thus strengthening Davilex's position as a major European player. In 2002 Davilex already made the decision to develop titles based on popular properties & licenses. Besides "Knight Rider: The Game", Davilex also managed to secure the rights to the extremely successful 80's TV series "Miami Vice". Davilex Games shall continue to follow this course of action, with negotiations concerning other well-known film and television properties already taking place.

"To underline our global ambition we took on Down Under Ingame Advertising (DUIA), who are clearly leading in the in-game advertising field, to provide us with partners and advertisers who want to associate and be part of the world renowned intellectual property that Davilex Games represents", said Hans Lange, Sales & Marketing Director for Davilex Games B.V.