ADOTAS – Fusing user-friendly ads with interactive entertainment has been a consistent challenge in the gaming world. A new partnership has been hatched to (they hope) actually add value to the gamers’ experience — and lure them to the brands being shilled.
Double Fusion and Gearbox Software announced today that they have entered an interactive advertising partnership. Double Fusion, a game advertising network, will provide Gearbox, a gaming company, with the technology it needs to support interactive ads in soon-to-be released Gearbox games.
“Double Fusion is committed to working with game companies across the full spectrum of gaming, from hardcore to casual, and in connecting advertisers to their gaming audiences in a way that is appropriate and adds value to gamers,” said Jonathan Epstein, president and CEO, Double Fusion. “Gearbox is one of the gold standard developers focused on the highest production value titles targeted at core gamers, and we’re very excited to be working with them.”
Gearbox’s top games include Halo, Tony Hawk, Half-Life, Counterstrike and .
“Double Fusion is a successful trail-blazer in the race to connect advertisers with interactive entertainment audiences,” said David Eddings, VP of licensing, Gearbox Software. “We’re incredibly focused on authenticity and we believe our partnership with Double Fusion and their advertising partners will allow our game worlds to have all the plausibility of the real world. The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences.”
Double Fusion provides marketers and ad agencies with a range of in-game, around-game and Web-based solutions to engage and sell ads to the hard-to-please gamer demographic.