Eidos joins with Double Fusion

Tomb Raider publisher signs three-year deal with in-game advertising company.

by

At the end of June, Splash Damage made the announcement that it would be offsetting the ongoing costs of running multiplayer online game Enemy Territory: Quake Wars by featuring a series of in-game adverts. Now, UK-based publisher Eidos Interactive--a subsidiary of SCi Entertainment--has become the latest company to sign an in-game ad deal.

The deal with Double Fusion is for three years, and the resulting in-game advertising will take various formats, ranging from "dynamically-served advertisements, which can be rotated or changed after the game's release, to deep integrations and product placements," according to a statement.

Eidos did not name specific titles that would be featuring the ads. However, it did say that 10 titles would be covered in the deal and that these are all currently in various stages of development. A sampling of titles currently slated to be published by Eidos include Kane & Lynch: Dead Men, Age of Conan: Hyborian Adventures, Escape From Bug Island, and GEON: Emotions.

Double Fusion is headed up by CEO Jonathan Epstein, and has offices in San Francisco, New York, London, and Jerusalem. Last year, it secured some $26 million in funding, and in April the publisher re-signed a deal with THQ to provide advertising in upcoming games including the Juiced, MX vs. ATV, and Stuntman franchises.

Discussion

63 comments
Alcotamaysees
Alcotamaysees

Bad move, in-game ads would clash horribly with any Eidos franchise.

BlackJakal
BlackJakal

well i would rather ads than a mounthly pay

packernation31
packernation31

It doesn't effect me, I have built up a sense to not even pay ayttention to in-game ads

darkchaostitan
darkchaostitan

[This message was deleted at the request of the original poster]

42316
42316

I don't mind ingame ads......as long as they're not to in your face then its cool....and plus it gets some money back the devs pockets which equals.....MORE GAMES :P

Crzy1
Crzy1

Don't mind in-game advertising, for the most part. Just hope they can spruce it up a bit and keep them fairly minimal. Get tired of seeing the same two adds repeated indefinetly.

Pete5506
Pete5506

I hope for some good stuff now

Crush_Project
Crush_Project

well im inclined to agree that if they can add the advertisements in tastefully and place them in places you would see advertisements in real life then it wouldnt be so bad. It might even help with the realism atmosphere, but there is a definite line there that shouldnt get crossed. At first it might be alright, but this is an issue where its almost definitely going to get worse and worse until games are a frackin billboard of advertisements. Its just another thing that will end up getting abused imo.

sangoanuta
sangoanuta

GTA 4 should have ads. It would be lovely to see real outdoors. :)

DJSMITH007
DJSMITH007

I would never buy quake Wars if it had monthly fees, I would much rather see some random Advertisement and not pay any money per month.

uberjannie
uberjannie

if there is going to be ads in conan.. im not going to play AoC afterall.

R3V3N4N7
R3V3N4N7

Ad's are fine as long as there not in places that you wouldn't see ads in real life.

buruburu
buruburu

[This message was deleted at the request of the original poster]

buruburu
buruburu

About the only way to make me notice an in game ad is to have the voin that I'm collecting have the logo on each coin... Besides, I don't play coin collecting games. hehhehheh Have you ever done the peripheral vision test? The one where you Look straight forward; hold each arm straight out to your side, holding 1 finger on each hand upward; and bring them both around to the front of your head. This let's you know when you actually can See the fingers. You can show an Ad on the screen during a game, it doesn't mean I'm going to notice it, and it will certainly not influence any decisions I will make as a customer. I buy food and not much else. This being said, Static ads do what they came to do. Dynamic ads... shove them where the sun don't shine! _i play BF2142_ grrrrr Sidenote: CHANGE THE FONT, YOU bleeps! Capital i = I is the same as lower case L = l ..... freak'n geniuses, just like for XBL gamertags. *sigh* "I fart in your general direction." -french soldier -Monty Python and the Holy Grail

android_M
android_M

@DJ_Lae: Yeah that part about "deep integrations" is what got me too

danthegamer32
danthegamer32

To the people who cant really interpret this well, the list of games is games that Eidos is publishing, NOT what games are going to have the advertising in. There's still 3 more years worth of games that they could put their advertising into. Kane and Lynch will almost definetly have it in on the sides of bus stops and the like though..

PCgamer77
PCgamer77

Advertising is a good thing, but only if it is done well. I don't really want to see signs for axe body spray every five second.

Kantwon
Kantwon

@kavadias1981 Especially in Kane and Lynch. Who's going to noticed some advertising when you're repelling down a building and having bullets constantly flying at you.

comthitnuong
comthitnuong

I don't care about in game advertising so it doesn't bother me.

elozl
elozl

Advertising on games is not so good lately, i remeber that nintendo used to make some funny and stupid ones.

kavadias1981
kavadias1981

Hehe in-game advertising makes me laugh. I doubt anyone would pay any attention to it.

HK-47-M4
HK-47-M4

As long as it isn't overwhelming or distracting I could care less.

FlaminDeath
FlaminDeath

i think advertising in like a racing game is reasonable and even Kane & Lynch your in a city setting but how do you put advertising into Age of Conan it makes no sense!

malmeid2
malmeid2

I say they make Quake Wars a third person shooter, and try to stuff 10 different ads onto each characters back so we have to read them all the time. That would be sweet. (/sarcasm)

AceCometh
AceCometh

In game advertising is such an eye sore! It's ugly and distracting. Games with too much advertising in them will not make it into my videogame collection.

champhf
champhf

NOOOOOOOOOOOOOOOOOOOOOOOO..............................see this is why i stayed away from Rainbow Six Vegas....this is going to become such a pain to see ingame commercials.

ApisBee
ApisBee

We interrupt your game play to bring you this message from our sponsors, says the announcer just before you power up the BFG and shoot. Upon resuming game play, you're KO…

CyphenX
CyphenX

generalish, you are a brilliant man. That said, I'm all for responsible in-game advertising. But as we've all seen, in-game advertising so far has not been very responsible. I can see how it could work (pretty well in fact) in games such as Kane and Lynch, but for something like Conan... I don't want "good barbarians use TAG anti-persperant to keep themselves fresh enough to hear the lamentations of their enemies' women" or any crap like that.

SlikNik27
SlikNik27

[This message was deleted at the request of the original poster]

willripyouanew1
willripyouanew1

This is insane, am i the only one going nuts about this, I really dont think I should be forced to have in-game ads in my Fav. games, It's not like i'm getting the game any cheaper or that I'll get a free sample of the product they're advertising, stop this madness please.

generalish
generalish

I hope conan will have a captain morgan advertisement.

DJ_Lae
DJ_Lae

Healing potions in Conan should be replaced with cans of Coke - that would be awesome. And by awesome I mean ridiculous. Not only do people get to pay $15 (or whatever) a month to play the game, they now get bombarded with ads. And 'deep integrations' deeply disturbs me, as if simple billboard style ads weren't enough.

Bloodhawk_DX
Bloodhawk_DX

More ads in games. OH GAWD! When will this garbage stop?

unbreakable4534
unbreakable4534

Ugh, forcing ads in video games are pretty ridiculous.

Lil69Leo
Lil69Leo

Wow like Coldfire says this is retarded to have games that ads would fit and there are games that just dont fit the whole ad thing great in towns in Conan there will be ads for ye old coke and pepsi... how retarded.

NeoNavarro
NeoNavarro

Can they bring back the Legacy of Kain Series? Great games I miss them.

ColdfireTrilogy
ColdfireTrilogy

Age of Conan: Hyborian Adventures this is RETARDED i dont see how this can be done but thats just me...... BF2142 worked out brilliantly but hell this is rediculous.... coke adds on trees or what .... people wearing cheetos armor poofs...

Sonovius
Sonovius

is the conan game the mmo or the adventure game? if its the mmo then I can safely be removed from the list of people looking forward to the game.

Kounji
Kounji

Advertising is okay, but it should equal games that are less expensive.

DukeEdwardI
DukeEdwardI

i dont mind ads TOO much. they are annoying to look at and always seem out of place, but if they are getting more money to make great games, i guess i cant be too annoyed with that.

Space-Q
Space-Q

it would look "a little off" if K&L didn't have ads. major cities are littered with ads. If they are going for realism they need billboards, bus stop signs, flyers and everything else.

705H1R0
705H1R0

hopefully they do it right. I thought they were pushing it with Jeep and Ducati in TR: Legend. haloisthebest26- That kind of advertising tends not to bother most people. It's when you see a billboard for pentium processors in third world middle east that they start to bug people. Rightly so, I might add.

GrimBee
GrimBee

lol @ underwear ads for conan... :D "calvin klein loin-cloths... bring the warrior out of your pants"... hehe

godhatch
godhatch

it's easy to put ads in age of conan, if he's running low on health all he has to do is pull out a coke and drink it, taa daa his health is replenished

VfighterX
VfighterX

Lol, underwear ads for barbarians. XD An ad for deodorant would make sense because barbarians probably smell.

Bansheesdie
Bansheesdie

How can you put ads into Age of Conan?

sleepisawesome2
sleepisawesome2

why do people complain about kane and lynch having advertisements it is set in modern day and one level takes place in tokyo i think but age of conan that should not have ads

Strike_Zer0
Strike_Zer0

Kane & Lynch wouldn't be too bad with advertising, like a sign on the side of a building for instance, that'd just add immersion. Conan on the other hand would obviously be ridiculous.