In-game advertising firm Double Fusion has announced that it has entered into a partnership with 3D art production firm Vykarian to make available 3D advertisements to Double Fusion's clients. This agreement and associated technology will allow marketers to place actual products or other 3D models (like storefronts or celebrity avatars) as part of in-game advertising campaigns.
Double Fusion is a notable player, alongside the high-profile Massive Inc. and IGA Worldwide, in the in-game ad market, which is utilized by video and PC game publishers to place advertising within their games. In-game ad companies make the technology for ad delivery and sell these ads to leading marketers and their advertising agencies.
Vykarian itself was established in 2003 by CEO Xin Chung, a gaming industry veteran, and creative director American McGee (Alice, Scrapland) to provide a scalable 3D production solution for both game publishers and developers. McGee's latest PC title, Bad Day L.A., which ships in October, will feature in-game advertising placements enabled and sold by Double Fusion.
“3D advertising brings products to life in games,” said Vykarian's Chung, “but they have to look as good as the games themselves. Producing 3D models that look their best in the new generation of high-definition consoles and PCs requires large-scale technical production capabilities. With Double Fusion we're now able to offer these services to the innovators among in-game advertisers.”
“3D ads put advertisers in the game,” said Jonathan Epstein, president and CEO of Double Fusion. “Until now, most advertisers haven't had direct experience in creating 3D ads. Our partnership with Vykarian creates a turnkey pathway for the smart marketers who want to take advantage of this high-impact approach, supported by the best creative talent in the business.”