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BizReport : Advertising archives : September 12, 2006

New Partnership Integrates In-Game Advertising

The earlier game developers begin work on the integration of advertising campaign with the creation of the game, the better.

by BizReport

The recently announced partnership between Double Fusion and Emergent Game Technologies marks the first time that in-game advertising will be integrated into a game engine.

Double Fusion was founded in 2004 and is the provider of dynamic in-game advertising. The company creates gaming experiences that deliver video, interactive ads, 3D objects, music and fully integrated product placements.

Emergent was founded in 2000 and is the owner of Gamebryo engine and tools. Gamebryo enjoys widespread adoption among game developers and created some classics as Civilization IV and the Dark Age of Camelot series, among others.

As mentioned by Jonathan Epstein, president and CEO of Double Fusion, the more integrated the ad placement process is with the creation of the game, the more contextual and native the advertising will be.

This partnership aims to create more opportunities for advertisers, add more lead time for creative and sales teams and originate more profit for game developers and publishers.

The concept of in-game advertising has been increasing in profile within the game industry for some months now.

Tags: contextual advertising, in-game advertising, product placements

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