In-game ad firm Double Fusion has a new deal with 2K Sports, through which it becomes the exclusive in-game ad provider for both NBA and NHL 2K10 on the PlayStation 3.
In-game ad firm Double Fusion has a new deal with 2K Sports, through which it becomes the exclusive in-game ad provider for both NBA and NHL 2K10 on the PlayStation 3. Double Fusion says it's been working with 2K Sports all the while, integrating the ad placements into the games during development. The firm says it focused on contextual relevance and realism regarding the ad placement in the sports-venue game worlds. Double Fusion points to its "dynamic advertising engine," by which it owns the placements and its various clients can then serve advertising directly into the games with which it partners. The firm's ad partners can also track and various efficacy measurements for the ads with Double Fusion reporting tools. "Extending our dynamic advertising relationship with 2K Sports is a testament to the growing importance of in-game advertising and the value Double Fusion delivers for its publishing partners," says Double Fusion CEO Jonathan Epstein. "The franchises included in this agreement provide a tremendous opportunity for brands to reach an enthusiastic audience of sports fans," he continues, "much like they would try to do during actual sporting events, with the added bonus of being able to implement targeted campaigns quickly and effectively."
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