Ed Bartlett: IGA Worldwide

Focus: In-game advertising

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Ed Bartlett
: 29
Company: IGA Worldwide

A video game developer with 12 years' experience, Bartlett started Bristol-based Hive Partners in 2003, writing brands such as Red Bull into the storylines of major global console games. However, Bartlett spotted problems with the longevity and flexibility of the business model, as brands had to be hard-coded for a game's entire lifespan. So in March of this year Bartlett negotiated the merger of Hive into the newly-formed IGA Worldgroup, becoming an equal equity co-founder. IGA's in-game ad serving technology makes it possible to change, update and track ad placements in games across all formats – completely ground-breaking. IGA is currently closing series ‘A' VC funding and forecasts are for an eight-figure turnover by 2007 and nine figures by 2010.

2012 update:

IGA went on to raise $17m in Series A and $25m in Series B from investors such as Intel Capital, NBC, and Itochu. It was the first to serve ads on the Sony PS3 platform. In 2007 he was named a founding judge and ambassador of the Courvoisier Future 500 project. And in November 2010 he left IGA, later forming The Future Tense, a stable of contemporary artists. He has helped to raise more than $1.8m for MTV's Staying Alive Foundation after launching the RE:DEFINE benefit art event in Dallas, which he plans to take to new countries.

2017 update:
Bartlett remains as founder of The Future Tense. In 2015, the organisation completed ON/OFF – a six-year project of photographs capturing famous musicians before and after performing. He is currently working on MTV RE:DEFINE, a curated benefit art event co-created with the MTV Staying Alive Foundation and the Goss-Michael Foundation. Proceeds from the auction go towards programmes that provide HIV/AIDS awareness education to young people.

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