Double Fusion Breaks Ground With New In-Game Ad Software
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In-game advertising specialist Double Fusion has released a new technology which separates in-game advertising from the development process, enabling advertisers to implement new ads in already completed games and back catalog titles.
The technology makes ad placements possible where previously they could not be feasibly implemented, including in back catalog titles and titles late in the development process. Fusion.runtime also represents a compelling advertising solution for the casual games industry, where the large volume of titles launched each year requires an easy-to-implement solution to reach the market’s full potential.
Fusion.runtime also allows publishers and developers to incorporate new ad placements into their titles, whether first-run or back catalog, after the release of the game, creating additional revenue potential through the development of specialized programs, a capability Double Fusion refers to as “just-in-time advertising.” For example, if an advertiser wanted to put a branded 3D blimp in the sky across multiple titles for a Fourth of July promotion, and there were no pre-existing blimp placements, publishers using the fusion.runtime technology that wanted access to those advertising revenues would be able to easily place the blimps in their games, and have them disappear after the ad campaign was completed. With code-based solutions, the ad placements are locked once the game has shipped; fusion.runtime opens the door to a much broader, real-time development of custom, dynamically-served game advertising programs.
The technology, which is already being utilized by Ubisoft, NCsoft and casual game publisher Oberon Media, will be demoed by San Francisco-based Double Fusion at the Austin Game Developers Conference beginning Wednesday.
Consumer and technology research firm Parks Associates has forecast that the advent of dynamic advertising technologies such as fusion.runtime will help the
Tags: advertising, Double-Fusion, General-news-and-Rants, ncsoft, PC News, ps3, ubisoft, wii, xbox
