Double Fusion Expands With Japan Investment

In-game ad network Double Fusion has announced that it is expanding its presence in Japan through new investments from Japan-based media investment fund Sedona Capital, hoping to capitalize on what it calls "the world's second largest advertising market." Double Fusion notes that in addition to being the home country of seven of the top 20 videogame publishers and two of the three major console manufacturers, Japan is also home to "one of the world’s largest and most active online PC gaming communities," which, the company says, is "an audience of particular relevance to the game advertising industry." Double Fusion has chartered a number of deals in the past several months, most recently a three-year deal with Eidos Interactive (Tomb Raider, Hitman series) to cover ten unspecified "key" Eidos titles, all currently in development. Said Double Fusion's Asia VP Alex Sood, “Japan is a natural market for game advertising, and Double Fusion is committed to increasing our client base there and to continuing our best-of-breed services to our existing Japanese game publisher clients and advertisers - Sedona Capital’s investment provides us the opportunity to do both without compromise. This investment allows us to continue the rapid execution of our growth strategy for the game advertising market in Japan.”