GameHorizon

Ed Bartlett

VP Publisher Relations Europe and Co-Founder, IGA Worldwide, Inc.

Ed Bartlett, Vice President Publisher Relations Europe and Co-Founder of IGA Worldwide is one of a new generation of multi-discipline industry visionaries, combining a 15 year background in the videogame sector with astute business acumen and proven advertising and media expertise.

Having fulfilled senior creative and production roles on key game releases for publishers including Sega, Virgin Interactive, BMG Interactive, Acclaim and Hasbro Interactive, Bartlett moved into Business Development in 1999 as a Director of the renowned games development house, ‘The Bitmap Brothers'.

Bartlett is one of the original pioneers of in-game advertising, founding dedicated agency Hive Partners ahead of the curve in 2003. As its CEO, Bartlett led the company to profit in its very first year of trading, securing global Blue Chip advertiser accounts such as Red Bull, and striking groundbreaking deals with leading videogame publishers including Sega and Vivendi Universal Games.

In 2005 Bartlett negotiated the acquisition of Hive Partners by IGA Worldwide, joining the company as a founder member and helping to raise its $17 million Series A VC round. He has since been responsible for building the foundations of its industry-leading proprietary Radial Network, securing landmark global deals with the likes of Electronic Arts, Valve, Sega, Atari and Codemasters. IGA Worldwide was subsequently selected by Sony Computer Entertainment America and Sony Computer Entertainment Europe as the first partner for the PLAYSTATION®3 in-game advertising platform.

Bartlett is a multi-published author in the Business category and in 2006 was runner up in the Business Entrepreneur section of the UK Enterprise awards. He is also a regular speaker at a range of leading media and investor conferences and events and is the media category judge for the Courvoisier Future 500 awards.