Midway Teams with Double Fusion to Offer In-Game Ads
Midway Games, the maker of popular PC and console video games such as Mortal Kombat and Midway Arcade Treasures, announced today it is tapping Double Fusion to sell and serve dynamic in-game ads over the next several years. The move will allow Midway to incorporate rotating product placements into its games as opposed to the fixed sponsors it has worked with in the past.
Both companies hope to respond to a growing consumer irritation with advertisements that intrude unnaturally upon the gaming experience. “Our goal with Double Fusion is to do this in a credible and organic way that enhances the gameplay, not just make gamers stare at blatant product placement,” a Midway representative said.
Midway plans to use Double Fusion to focus mainly on inventory in PC-based games, at least until internet-connected consoles begin to see wider adoption. Stranglehold, an upcoming action-adventure game featuring collaboration with film director John Woo, is the only specific title mentioned in the deal so far.
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