Double Fusion Buys Eiko Media
In-game advertising company Double Fusion has purchased media agency Eiko Media, a company that specializes in integrating branded products into retail video games. The acquisition combines Double Fusion’s in-game metrics, ad swapping, 3D, video, and audio advertising technologies with Eiko Media’s product placement capabilities. Along with the purchase, Eiko’s president Ashley J. Swartz will join Double Fusion as the new senior director of creative strategy. She’ll help develop custom advertising programs for game publishers and will lead Double Fusion’s mobile game advertising division.
Double Fusion believes the acquisition will increase the number of advertising opportunities for game publishers. “The acquisition demonstrates Double Fusion’s commitment to publishers to unlock the full advertising revenue potential of their titles,” said Double Fusion board member Jonathan Epstein in a statement. “It also underlines our commitment to advertisers and agencies to offer the fullest range of marketing solutions, from dynamic in-game spot buys on up to fully-realized in-depth product placements with measurement and dynamic features.”
Much of Eiko Media’s product placement work involves the automobile industry including Dodge, GM, and Chrysler. Last year, they integrated GM vehicles into Ubisoft’s CSI 3 game, based on the popular TV crime drama. They also create video campaigns for TV, mobile, and online campaigns, and have used wireless technologies like SMS.
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