Jagex Ltd., maker of the hugely popular massively multiplayer online game RuneScape, has signed an advertising agreement with WildTangent Inc. that will enable the marketing firm to drive subscriptions of the game through their network-- a distribution channel reaching over 20 million consumer PCs through major partnerships with Dell Inc., Hewlett-Packard Co., Sony Corp. and Toshiba Corp.

Within the agreement, WildTangent will market RuneScape in the United States and sell advertising space associated with the videogame as its exclusive advertising sales agent. Also, WildTangent will feature the game as one it distributes with personal-computer makers.

Recently, like Jagex and WildTangent, numerous videogame makers have joined together with marketing firms in order to experiment with this new type of advertising, ultimately in search of an outlet that will bring advertisements to the ever-so-coveted youth audience.