2K Games Taps Double Fusion for In-Game Ads

In-game ad firm Double Fusion has forged a deal to place ads in games produced by 2K Games, which publishes popular sports titles like "NHL 2K8," "MLB 2K8," "NBA 2K8" and "College Hoops 2K8," the companies will announce today.

The deal will cover a total of nine titles. Double Fusion will represent the static in-game ad placements--product placements and branding that are hard-coded into the game itself--as well as dynamic placements on the PlayStation 3, if Sony opts to allow in-game ads on its online-enabled titles. The company did not pursue the rights to sell ads on Xbox and Xbox 360, because Microsoft currently only allows placements through Massive Incorporated, which it owns, said John Epstein, CEO of Double Fusion.

The deal marks the largest so far for Double Fusion, said Epstein. "For us, this represents a very significant addition to our lineup of titles," he said. "It gives us a tremendous opportunity to take a big offering out to the marketplace."

Double Fusion's sales team is currently selling ads to marketers in various sectors, including automotive, athletic apparel, footwear, male hygiene, wireless, beverages and quick-serve restaurants.

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