London, 16 November 2006 – New Street Media, Europe’s leading in-game advertising and advergame specialist, can today announce that Electronic Arts™ (EA) will be running a one-week advergame campaign on PlayJam from 20 November to increase awareness of Pogo™, its online casual games service.

New Street Media who brokered the deal is responsible for all advertising and branded games on PlayJam, the most popular iTV games channel in the UK available on digital satellite and cable.

Maryam Bazargan, Managing Director at New Street Media said, “Advergames are becoming an increasingly popular way for brands to reach and engage their audiences. It’s no longer about telling consumers about your product, but allowing them to engage with the brand.”

Pogo UK has chosen to use PlayJam following the success of advergames such as those for CBBC, Yoplait, Warner Bros and the COI, on the channel. PlayJam’s audience is very receptive to branded games with previous advergames receiving up to 500,000 gameplays in just one week – making PlayJam one of the most cost effective platforms to reach and engage a gaming audience. Pogo UK expects that this will drive an increased volume of traffic to the Pogo UK website.