Double Fusion Expands Its In-Game Advertising With NeoEdge Acquisition

In-game advertising network Double Fusion has acquired NeoEdge Networks, a supplier of in-game advertising for casual games, allowing Double Fusion to move its business into new areas of gaming. The company noted that the acquisition adds over 100 million monthly video impressions in casual and social games to its current count of 3 billion monthly impressions, which occur as part of publishing agreements with the likes of Ubisoft, THQ and 2K Sports. Double Fusion is looking to offer advertisers as wide a range of platforms as possible, ranging from PlayStation 3 titles to a variety of casual and social networks. As part of the acquistion, the company has also opened a new office in New York, with Jesse Paynter, formerly business development director at AOL, leading the new team. Dan Chambers, Double Fusion head of sales, explained, "This acquisition highlights our commitment to deliver a complete 360 degree in-game advertising solution for our clients and partners." "Gaming has become much more than the entertainment of choice for males 18-34. With the dramatic rise of social and casual gaming, it's now mainstream and appeals to women as well as Generations X and Y. You can basically find a game to fit every age and demographic."