Gearbox, Double Fusion strike in-game ad deal

Gearbox is throwing something new under the hood of its upcoming lineup. Today the developer and Double Fusion announced a deal that will see the studio incorporate in-game ads into upcoming titles.

Games covered by the deal weren't specified, but Gearbox has a broad slate of offerings in development, including Brothers in Arms Hell's Highway, Aliens: Colonial Marines, Borderlands, Heat, and Samba de Amigo. Double Fusion will handle both dynamically streaming ads and sponsorship opportunities for games that fall under the agreement.

"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," said Gearbox VP of licensing David Eddings in a statement. "The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences."

Double Fusion has previously signed ad deals with THQ, Take-Two Interactive, Midway, NCsoft, and Eidos.