Double Fusion inks deal with Take 2
EmptyDouble Fusion, the company that creates in-game advertising for corporations and brands targeting the eluvia men 18-34 demo, has entered into an exclusive multi-title agreement with Take 2 Interactive for up to nine titles in its 2K Sports and 2K Games franchises. Beginning in 2007, Double Fusion will integrate both dynamic ads and in-game ads into sports franchises such as "NHL 2K8," "NBA 2K8," "College Hoops 2K8," and "MLB 2K8."
Under the terms of the agreement, Double Fusion will be the exclusive North American and European representative for integrated advertising opportunities in select 2K titles debuting in 2007 and 2008. In addition, Double Fusion will serve as the exclusive representative and technology provider for dynamic in-game advertising across all PC and certain console platforms except for the Xbox and Xbox 360. Xbox maker Microsoft purchased competing dynamic ad company, Massive, in April.
These games will feature integrated, hard-coded placements that will appear within all versions of the 2K Sports titles, offering marketers opportunities for deep integration into gameplay and storylines that reach all users of the games, whether or not they are connected to the Internet. Also, each title will also contain a rich array of contextual dynamic advertising placements, allowing advertisers to reach millions of sports gamers through real-time media buys that can be targeted and then measured by Double Fusion.
"The greatest opportunity that sports gaming offers advertisers is the opportunity to extend their real world alignment with sports into an emerging media space," said Jonathan Epstein, Double Fusion president and CEO. "Sports games offer a natural environment for brands to play a key part in the overall experience -- can you imagine a NASCAR race without brands? It is no different in a sports videogame; real world brands fit authentically and actually lend realism to the game."
Sports videogames are big business, accounting for roughly 25% of annual game sales in the U.S. 2K Sports has the exclusive MLB videogame license to tap into.
"Gamers never play sports games alone, and they play them repeatedly through the sports season," Epstein said. "Conservatively, a minimum pass along rate is 2.5 gamers with average time spent per game Title of 50-plus hours."
Epstein said Double Fusion's 2K Sports slate will offer brands the opportunity to activate in-game along the lines of real world broadcast applications. He said examples might include content ownership like the half-time report, through replays of "play of the game," and other performance achievements marketers want to associate with their brand.
"Additionally, we will have aspirational elements of the games sponsored that players seek to achieve or unlock like the hitting camp in baseball or a three-point challenge in basketball," Epstein said.