Double Fusion Partners With Four Publishers For In-Game PS3 Ads

Independent in-game advertising firm Double Fusion secured exclusive partnerships with four publishers -- THQ, Sega, Eidos, and Midway -- to provide dynamic in-game ads with the studios' PlayStation 3 titles. The announcement comes as the firm continues to grow, according to Double Fusion. The company, which offers sales, marketing, integration consulting, and technology services to game publishers, reports "high double-digit revenue growth" for 2008. Sony Computer Entertainment's American and European divisions revealed their partnerships with Double Fusion in July of this year to allow the agency to deliver dynamic in-game ads for PS3 titles. Sony has a similar partnership with Double Fusion rival IGA Worldwide, along with its own in-game advertising business unit. Double Fusion recently announced a new "dual focus" targeting both casual and core gaming audiences, bringing in Electronic Arts veteran Jana Friedman as its Casual Games Group sales vice president and promoting Aaron Lassila to senior director of Sales for the Core Games Group. “One only has to look at the recent video game sales figures to realize that games are the one form of entertainment consumers don’t want to live without,” says Double Fusion president and CEO Jonathan Epstein. He continues, “We are pleased to partner with and provide incremental revenue opportunities to game publishers by offering advertisers a variety of hand-selected cross-genre games we know will be a hit with gamers and the marketers looking to reach them.”