Double Fusion, Trilogy Announce 'Showcase' In-Game Ad Deal

In-game advertising technology and service provider Double Fusion has announced that it has signed a multi-year deal with newly formed independent game developer Trilogy Studios for advertising and product placement within the studio's first title. The partnership is particularly interesting because the companies claim that it "aims to create a game franchise that will become an industry showcase for dynamically served advertising that is integrated into a game's storyline", by taking advantage of the capabilities of the Double Fusion software and services. The Double Fusion technology platform includes creative update and tracking capabilities that will allow Trilogy to develop a set of both integrated and environmental advertising placements, which, the companies claim, "go well beyond the current paradigms of billboards and other static images." The Santa Monica, Calif-based Trilogy Studios was founded last summer by former Electronic Arts Los Angeles executives Rick Giolito and Mark Skaggs, together with former Vivendi Universal executive vice president Michael Pole. The Trilogy executives have a combined pedigree working on titles such as the Medal Of Honor series, which Giolito led for 5 years, and The Lord of the Rings: The Battle for Middle Earth and Command & Conquer titles, which Skaggs headed up development for. The company is currently working on an Unreal Engine-powered shooter/RPG title which is believed to be episodic in nature. "We believe that Double Fusion's technology is the most innovative in-game advertising platform on the market and will allow us to most effectively and creatively integrate branded advertising placements into our title," said Michael Pole, CEO of Trilogy Studios. "As a partner, Double Fusion understands our needs and we are excited about the opportunity to integrate dynamic ad content into the game's storyline."