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Double Fusion Expands With Two New Online Deals
by Brandon Boyer
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June 26, 2007
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Officials from Double Fusion have announced that the in-game ad firm has signed two new deals with online game developers that will see ads served to ijji casual portal titles like Gunbound and Gunz, and to Gala-Net's online racer Upshift StrikeRacer.
Double Fusion says the partnership with ijji.com spans multiple years, and will bring advertising and sponsorships into a number of ijji's titles, starting with its free-to-play roster Gunbound, Gunz, Rounders Poker and Soldier Front.
The deal will see video and other display advertising on ijji's portal itself, allowing for ads that "combine in-game advertising, around game and response advertising, tournaments and other high-visibility sponsorships."
Double Fusion says the deal "underscores the company’s commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities," with CEO Jonathan Epstein adding that the company is "helping enable new business models by working with top online publishers."
That continues with another new Double Fusion deal with Gala-Net, Inc. to bring advertising into its forthcoming online multiplayer car combat and racing game Upshift StrikeRacer, a game being produced by former Massive in-game ad executive John Young.
The company says that as a racing game, Upshift StrikeRacer "provides a natural environment for a wide-range of advertising opportunities that are appropriate to the environment."
It says it will be offering marketers a number of its programs including dynamic 2D ads as well as 3D objects, and will be heading up sponsored game events and tournaments that will leverage partner brands.
Said CEO Epstein, "Double Fusion is always looking to increase our network with games within which advertising is not only a natural fit, but where it enhances gameplay — Upshift StrikeRacer is the perfect example, as gamers expect to see these environments, ads included, authentically replicated within the gaming landscape."
He added, "We consider it an enormous compliment that John Young, who knows the in-game advertising business from the inside out based on his tenure at Massive, has chosen to work with Double Fusion.”
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