Double Fusion eyes PlayStation Home for in-game advertising

Multi-million dollar in-game ads“>Double Fusion just recently signed up with THQ for in-game advertising content delivery on select games for multiple platforms, but it isn’t done yet. In an interview with Gamasutra, Jonathan Epstein, Double Fusion’s President and CEO, managed to mention that “[Double Fusion sees] Home as a very important integrated part of the game advertising environment.”

Are they interested in providing in-game advertising to Sony‘s new online community platform? After bagging 2k Games and Aspyr Media titles, there’s a good chance that they are heavily eyeing the potential business and profit they could be raking in with a popular concept as Home. Epstein explained:

It works tremendously well hand-in-hand with in-game ads, in that you can reach users in their emotionally engaged context during the game, and then follow-up with them with additional advertising or marketing or offers in an environment where they’re more focused on more social behavior and hanging out and information. Being able to offer both those kinds of emotional and informational contexts really makes for a well-rounded marketing program.

But probably because Sony has rights to what Double Fusion should and shouldn’t be doing, Double Fusion will not be selling dynamic ads in PlayStation 3 games “without Sony blessing it.” Sony currently must “spell out” the games that Double Fusion can provide dynamic content on, even if some titles were third-party developed and published.

Concluding the interview, Epstein said, “Whether we are involved in selling ads in Home, whether for Sony or for our publishers, or just work with companies that do so, I imagine the best campaigns will combine both ads in-game and though the network service.”

Via Gamasutra

Multi-million dollar in-game ads“>Double Fusion just recently signed up with THQ for in-game advertising content delivery on select games for multiple platforms, but it isn’t done yet. In an interview with Gamasutra, Jonathan Epstein, Double Fusion’s President and CEO, managed to mention that “[Double Fusion sees] Home as a very important integrated part of the game advertising environment.”

Are they interested in providing in-game advertising to Sony‘s new online community platform? After bagging 2k Games and Aspyr Media titles, there’s a good chance that they are heavily eyeing the potential business and profit they could be raking in with a popular concept as Home. Epstein explained:

It works tremendously well hand-in-hand with in-game ads, in that you can reach users in their emotionally engaged context during the game, and then follow-up with them with additional advertising or marketing or offers in an environment where they’re more focused on more social behavior and hanging out and information. Being able to offer both those kinds of emotional and informational contexts really makes for a well-rounded marketing program.

But probably because Sony has rights to what Double Fusion should and shouldn’t be doing, Double Fusion will not be selling dynamic ads in PlayStation 3 games “without Sony blessing it.” Sony currently must “spell out” the games that Double Fusion can provide dynamic content on, even if some titles were third-party developed and published.

Concluding the interview, Epstein said, “Whether we are involved in selling ads in Home, whether for Sony or for our publishers, or just work with companies that do so, I imagine the best campaigns will combine both ads in-game and though the network service.”

Via Gamasutra