Gamebryo, Double Fusion Partner For In-Game Ad Tech

Representatives from Double Fusion have announced a partnership with Emergent Game Technologies to integrate the company’s in-game advertising technology as an inline feature in Emergent’s Gamebryo Element game engine and toolkit. The integration is intended to allow developers using Gamebryo to incorporate in-game advertising placements from within the Gamebryo environment. The partnership is the first time in-game advertising technology has been integrated directly into a game engine. Emergent and Double Fusion will also provide financial incentives to publishers and developers to serve and sell their in-game advertising space. Developers and publishers that purchase the Gamebryo engine from Emergent and reach an agreement with Double Fusion as their in-game advertising partner within three months of the engine license will receive a rebate on their engine license fee. The concept of in-game advertising has been increasing in profile within the industry for some months now, and was most recently highlighted by the announcement of deals between Electronic Arts and in-game advertising companies Massive Incorporated and IGA Worldwide. "The earlier a developer begins work on the integration of an advertising campaign, and the more integrated the ad placement process is with the creation of the game, the more contextual and native the advertising will be," said Jonathan Epstein, president and CEO of Double Fusion. "Our partnership with Emergent means more opportunity for advertisers, more lead time for the creative and sales teams, and more ad dollars for game developers and publishers."