Midway Signs With Double Fusion For In-Game Ads

Major publisher and developer Midway has announced a significant expansion of its in-game advertising strategy, revealing a multi-year, multi-game deal with in-game ad firm Double Fusion to provide dynamic, in-game advertising to upcoming Midway titles. According to the firms, the deal includes multiple next generation titles, including Stranglehold, the forthcoming Midway title developed in collaboration with John Woo, as well as other un-named titles. This announcement is one of the first major publisher deals for Double Fusion, which recently announced a $10 million financing round, and is one of the notable players in the in-game ad market alongside Massive Inc. and IGA Partners. Midway also announced it recently appointed Sarah McIlroy as director of in-game advertising and promotions for Midway. Formerly with Atari and with more than 12 years of experience in promotions, marketing communications, and strategic partnership development, Ms. McIlroy will be responsible for developing relationships with advertisers and ensuring that products are presented in a way that enhances gameplay experience. "Along with our strategy to create immersive, engaging content, we believe that the technology to allow for dynamic, in-game advertising will add a sense of cultural relevance and context for the mass-market audience," said Steve Allison, chief marketing officer, Midway. He continued: "Our relationship with Double Fusion will not only add potential incremental revenue on top of our existing static ad placements, but allow us to work with a partner sensitive to game development and committed to making ad placements organic and credible."