id Software has chosen IGA Worldwide to bring in-game ads to the upcoming free-to-play Quake Live.

IGA Worldwide will be handling all advertising, sponsorship and creative branding for Quake Live, a game that is a free-to-play version of 1999's multiplayer shooter Quake III Arena.

The multiplayer Quake Live will be accessible through quakelive.com, where gamers will have access to friends lists, communication features, sponsored events and tourneys, matchmaking and stat-tracking. The game itself is delivered through the user's web browser.

"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," said IGA CEO Justin Townsend in a statement.