IGA Worldwide is set to handle in-game advertising id Software's upcoming online freebie, Quake Live.

IGA, which has provided in-game advertising to the likes of 'evil corporate giants'/'free spirited capitalist freedom fighters' Coca-Cola and McDonalds, will funnel adverts into the game using its proprietary technology.

The result? Annoying adverts cropping up during gameplay and... free Quake! We're sure you'll agree it's a pretty fair trade-off. It's a good business model for id Software, too. As Quake Live is essentially Quake III Arena - a game long-past its heyday and of no value on shop shelves any more to id - the company is managing to cash in on work that would be otherwise dead.

Of the game, we're told, "Every element of the experience, including friends lists and communication, sponsored events and tournaments, matchmaking, stats tracking, and even the game itself is accessed and delivered free of charge through the web browser."

As you'd expect, id and IGA have a lot of love for each other.

“IGA understands game developers and game players which makes them the perfect partner for Quake Live. Whether it’s been the ease of implementing their SDK or just their excitement about Quake Live, they have been fantastic to work with”, said Todd Hollenshead, CEO of id Software. “As we work to bring Quake-style deathmatch excitement to the masses, IGA has fully supported our vision.”

IGA fired the love right back, with the company's CEO, Justin Townsend, saying, “id Software is among the proverbial godfathers of modern gaming and we are thrilled to be working with them on their first title in our ‘freemium’ category”, said Justin Townsend, CEO of IGA Worldwide. “This partnership is only the latest testament to the increasing acceptance of in-game as an effective, measurable advertising medium and a strategic revenue opportunity for publishers and developers.”

(Question: which proverb is IGA referring to? Answers in the Forum please.)

Anyway, that's enough love for now. Have a look at the screens below. They have guns and stuff.

You can register for a beta of Quake Live here.