Double Fusion bags in-game advertising for THQ titles

 

After just entering a deal with Aspyr Media and their flagship tennis title Top Spin, Double Fusion now gets to deliver dynamic in-game content to “a number of THQ‘s highly anticipated titles,” including the Juiced, MX vs ATV and Stuntman series. The in-game ad firm bagged US$ 26 million late last year in sponsored finances for an aggressive move to the virtual advertising market, and seems to be on a definite roll.

Although Double Fusion won’t be the primary source for advertising material, the firm will be acting the conduit for interested marketers to supply their advertising content over to the tappable bracket of adolescent and young adult male gamers.

But up against Microsoft‘s official in-game ad content provider Massive, the ability for Double Fusion to offer their content for games coming to the Xbox 360 will be severely hampered by Microsoft’s monopolistic stand that “all dynamic in-game advertising on the Xbox 360 will be through Massive’s servers and technology.”

Jonathan Epstein, president and CEO of Double Fusion, said in a closing statement with the official press release, “THQ’s top games reach an enormous audience, critical to effective advertising. The addition of these next generation franchises allows us to offer an even more robust network to brands and marketers.”

 

After just entering a deal with Aspyr Media and their flagship tennis title Top Spin, Double Fusion now gets to deliver dynamic in-game content to “a number of THQ‘s highly anticipated titles,” including the Juiced, MX vs ATV and Stuntman series. The in-game ad firm bagged US$ 26 million late last year in sponsored finances for an aggressive move to the virtual advertising market, and seems to be on a definite roll.

Although Double Fusion won’t be the primary source for advertising material, the firm will be acting the conduit for interested marketers to supply their advertising content over to the tappable bracket of adolescent and young adult male gamers.

But up against Microsoft‘s official in-game ad content provider Massive, the ability for Double Fusion to offer their content for games coming to the Xbox 360 will be severely hampered by Microsoft’s monopolistic stand that “all dynamic in-game advertising on the Xbox 360 will be through Massive’s servers and technology.”

Jonathan Epstein, president and CEO of Double Fusion, said in a closing statement with the official press release, “THQ’s top games reach an enormous audience, critical to effective advertising. The addition of these next generation franchises allows us to offer an even more robust network to brands and marketers.”