Double Fusion's 'Dual Focus' Brings New Execs For Core, Casual Groups

Independent in-game advertising firm Double Fusion hired EA vet Jana Friedman as its Casual Games Group's Sales VP, and Aaron Lassila as its Core Games Group's Sales senior director, calling the exec moves representative of its "dual focus" on both casual and core audiences. Double Fusion brings Jana Friedman as its Casual Games Group's vice president of Sales, where she'll head up the company's efforts to appeal to marketers targeting women and teens, as with recently announced partners Habbo USA and Yahoo! Games. She will also help with the expansion and management of Double Fusion’s New York sales office. Previously, Friedman served as Electronic Arts' director of Online Ad Sales, where she oversaw online platforms EA.com, Pogo.com, and The Sims Online Communities. Prior to that, she worked as Associate Publisher of Conde Nast's Brides.com. Sales director Aaron Lassila now heads Double Fusion's Core Games Group's sales team, where he'll manage ad opportunities with traditional 'core gamers,' such as Double Fusion's recently announced partnership with SCEA and SCEE. "Jana and Aaron’s combined 18 years of experience in reaching female and male consumers respectively through games media sets the stage for Double Fusion’s continued sales force and market expansion," said Double Fusion Core Games Group GM Julie Shumaker.