SCEA, SCEE Partner With Double Fusion For In-Game Ads

Sony Computer Entertainment's American and European divisions have announced a partnership with in-game advertising firm Double Fusion to deliver dynamic in-game ads for PlayStation 3 titles. Double Fusion, whose recent network additions include City of Heroes from NCsoft and Brothers In Arms creator Gearbox, intends to work with publishers and advertisers to create effective marketing programs for brands targeting PS3's gamer demographic. This announcement follows a recent report from market research advisory firm predicting a 1,150% growth for the in-game advertising industry to $971.3 million between 2006 and 2011. Said SCEA senior vice president Phil Rosenberg: "PS3 is open for the ad business... PlayStation is taking a major role in enabling this fast-developing sector that is both positive and inevitable for the games medium." Officials from Sony recently revealed a similar partnership with Double Fusion rival IGA Worldwide to provide in-game ads for PlayStation 3 titles. Sony meanwhile created its own in-game advertising business unit in October of last year. Said Double Fusion president and CEO Jonathan Epstein: "We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world. We are very excited to work with SCE on this and PS3 will add a vast number of players to our already robust network. SCE's participation strengthens the in-game advertising ecosystem."