Officials from in-game advertising network IGA Worldwide have announced a new “multi-faceted agreement” with NBC Universal Digital Media. As a result the NBC Universal sales team will be able to sell a portion of IGA’s premium in-game advertising inventory and create customized packages for clients on the IGA network.

GE/NBC Universal’s Peacock Equity fund was one of the major participants in IGA’s $25 million Series B investment round in July.

IGA’s proprietary ad serving network already allows advertisers to target video game players, with major clients in the industry, but in this most recent announcement, Nick Johnson, VP of digital media ad sales for NBC Universal, also brought virtual worlds under the umbrella.

“The virtual world and gaming space is one of the fastest growing mediums around," Johnson said. "Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and Mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience."

“We couldn’t be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients, said Justin Townsend, CEO of IGA Worldwide. “The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network.”