Double Fusion, Take-Two team up for in-game ads


Double Fusion, the company that creates in-game advertising for corporations and brands targeting the elusive men 18-34 demographic, has entered into an exclusive multi-title agreement with Take-Two Interactive for up to nine titles in its 2K Sports and 2K Games franchises.

Beginning next year Double Fusion will integrate dynamic ads and in-game ads into such sports franchises 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. It also 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.)

The 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 story lines that reach all users of the games regardless of whether they are connected to the Internet. Also, each title will 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 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," Double Fusion president and CEO Jonathan Epstein said. "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 video game; real-world brands fit authentically and actually lend realism to the game."