Double Fusion, Gearbox Software sign in-game ad deal

A recent announcement from Double Fusion might just be the starting signal of the in-game advertising flurry for 2008’s line up of games. Gearbox Software, the developers behind Borderlands, Aliens: Colonial Marines, and Brothers In Arms: Hell’s Highway, have apparently signed an agreement with advertising firm Double Fusion, permitting the use of the dynamic advertising technology in future games from Gearbox. More at the full story.

According to a press announcement by dynamic advertising firm Double Fusion, dynamic content – at least in the way of in-game advertising – is bound to land on Gearbox Software‘s future titles. This is after both companies inked a deal that would permit the use of dynamic ad technology from the advertising bigwigs, which David Eddings, Gearbox Software’s licensing VP, says will bring authenticity to their games.

Anticipated titles such as the dynamic content packing Borderlands (PC, PlayStation 3, Xbox 360), the long-awaited Xenomorph-blasting Aliens: Colonial Marines (PC, PlayStation 3, Xbox 360), and the oft held back Brothers In Arms: Hell’s Highway (PC, PlayStation 3, Xbox 360) are currently part of Gearbox Software’s “to be released” collection. However, the official announcement has not-named video game IPs in particular, which could mean that just about any title is up for grabs for the moment.

It must be noted that both companies will ensure that the advertising to be utilized in any game will be “appropriate,” while adding to the players’ experiences. More updates on this as we get them.

Buy: [Brothers in Arms: Hell’s Highway (PC)]
Buy: [Brothers in Arms: Hell’s Highway (PS3)]
Buy: [Brothers in Arms: Hell’s Highway (Xbox 360)]