Double Fusion Takes Two

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In-game advertising company Double Fusion has signed an exclusive deal with game publisher Take Two Interactive Software to handle North American and European advertising sales and integration with up to nine of Take Two’s 2K and 2K Sports titles.

For games published under the 2K and 2K Sports labels, Double Fusion will provide in-game advertising on every gaming platform except Xbox and Xbox 360, where it has to contend with Microsoft’s in-game advertiser Massive.

“Our titles offer a range of advertising and marketing possibilities for leading and niche brands, so working with a company that can effectively sell both dynamic and integrated opportunities was key to our decision,” said Steve Glickstein, 2K’s VP of sales and licensing in a statement. “Double Fusion’s sales team immediately provides 2K with the advertising agency connections on Madison Avenue and the scale necessary to tap into the opportunities inherent in many of our games.”

Each title infused with Double Fusion ads will feature ad placements hard-coded into the game, so advertisers can reach players whether they’re on or offline. Some titles on connected platforms will also contain dynamic advertising that will let advertisers reach players with fully targeted, real-time campaigns.

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