IGA Worldwide will handle the advertising elements of id Software's free, browser-based version of Quake 3 Arena.
Previously called Quake Zero, but now known as Quake Live, the id first-person shooter will rely on ads, sponsorship and "creative branding opportunities" to make money out of its otherwise unbilled players.
Set to launch at www.quakelive.com ("when it's done", obviously), Quake Live will include friends lists, sponsored events and tournaments, matchmaking and stats tracking.
The game itself will be distributed via the website, although it won't actually play in a browser window.
"IGA understands game developers and game players which makes them the perfect partner for Quake Live," says id's Todd Hollenshead.
"Whether it's been the ease of implementing their SDK or just their excitement about Quake Live, they have been fantastic to work with. As we work to bring Quake-style deathmatch excitement to the masses, IGA has fully supported our vision."
The duo has even coined a new term for the Quake Live-style product: it's a "freemium" game. Well done, marketing bods.
When Quake Zero was unveiled at QuakeCon last August as the first project for id's new second development team, id engine supremo John Carmack admitted, "It may work, it may not." Now he and his chums are hooked up with IGA, presumably the view is that it will.
id is also currently working on Rage, a multiformat FPS/racing mash-up, and the team behind Quake Live is expected to go on and develop a new Quake Arena game when it's done.