Double Fusions to serve ads in Dead to Rights: Retribution

Double Fusion has inked a deal with NAMCO BANDAI Games America to be its first in-game advertising partner. Under the terms of this new deal Double Fusion will serve dynamic in-game ads for the PS3 version of Dead to Rights: Retribution. Slated for a 2010 release, the game will also be released for the Xbox 360.

To incorporate the dynamic ads into Dead to Rights: Retribution, Double Fusion worked closely with the game’s developer, Volatile Games, who integrated Double Fusion’s dynamic ad serving technology into its proprietary game engine – BlitzTech - allowing for what it calls “seamless advertising integration with no gameplay impact.” Let’s hope so.

Sony, Double Fusion in Ad Pact

Sony Computer Entertainment America and Sony Computer Entertainment Europe today announced a partnership to implement In game advertising to the Playstation 3. The plan is set to use Double Fusion as the advertising firm for future titles. Double Fusion already has agreements with NCSoft and Yahoo games for similar deals.

Says SCEA Senior Vice President Phil Rosenberg, “PS3 is open for the ad business.” Double Fusion has already partnered with a list of publishers including Eidos, Ubisoft and SOE. You may have noticed some of Double Fusion’s work with Jeep in Tomb Raider Legend or Dodge in Ghost Recon 2.

The market for in game advertising is expected to grow to nearly 1 Billion USD by 2011, according to the Yankee Group.