Product: Enlight Signs With Double Fusion For In-Game Ads

In-game ad agency Double Fusion and developer Enlight Software (X3: Reunion) have announced a deal to include dynamic in-game advertising in upcoming PC games American McGee presents Bad Day L.A. and Hotel Empire. Using an unique art style provided by the Los Angeles-based Kozyndan art team, American McGee presents Bad Day L.A. follows homeless man Anthony Williams through a catastrophic day in the eponymous city. The game became available at retail Monday, August 28. Enlight's simulation Hotel Empire, on the other hand, will ship in the first half of 2007, and sets players in the role of budding hotel managers as they pick locations, hire and assign staff, strike deals and make the strategic and day-to-day decisions needed to build and operate a world-renowned hotel property. Double Fusion is a notable player, alongside the high-profile Massive Inc. and IGN Entertainment, in the in-game ad market, which are utilized by video and PC game publishers to place advertising within their games - in-game ad companies make the technology for ad delivery and sell these ads to leading marketers and their advertising agencies. "Selecting Double Fusion as our in-game advertising provider for our new titles was an easy decision. As the leader in the space, they will be contributing to the continued success of our games in addition to creating an additional revenue flow for our company," added Enlight founder and CEO Trevor Chan. "We were sold on the fact that the ads will continue to change and evolve over the course of the game, providing players with an up-to-the-minute look and feel, enhancing the overall impact of the game."