Gearbox, Double Fusion strike in-game ad deal

Developer of Borderlands, Brothers in Arms commits to plugging sponsors in upcoming products.

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.

102 Comments

  • falconclan

    Posted May 27, 2008 1:36 pm PT

    There is a way to advertise in games where it makes the games more enjoyable, and then there is the way that they do it now. Really, who wouldn't enjoy using name brand cars in burnout? But the way things have been going were seeing ads for a 2007 dodge ram in crackdown or seeing ads for mcdonalds in Battlefield 2142. They just never do it where you still see the ad you just dont interperate as one. Whats worse is gamers get no benifit from all the ads. If they are going to make them so blatant, why not make the game cheaper for us?

  • RealXBoxKiller

    Posted Mar 29, 2008 11:23 pm PT

    Those that download the game illegally, probably won't have to look at the ads because they'll most likely be removed. Much like how the "downloading movies is wrong" ads and car commercials are from DVD movies when posted online.

  • danalfmon

    Posted Mar 29, 2008 7:42 am PT

    TehUndeadHorror

    Wait how the hell will in-game advertising work with games like Brother in Arms, Aliens and Borderland... -------------------
    I am trying to figure that out myself. In game ads are a boil on the ass of gaming(for the 12 year olds who did not get that: a pain in the ass).

  • H-A-V-O-K

    Posted Mar 28, 2008 5:21 pm PT

    onep: I agree advertising has no place in videogame gameplay,
    example- GRAW 1&2 AXE advertisments, Burger King in fight night,
    And its happeneing in movies i.e DR Pepper in Spider-man 1.
    Leave that crap in the commercials as if they werent bad enough.

  • onep

    Posted Mar 28, 2008 8:16 am PT

    Advertising has no place in games. Period. I love playing Fight Night Round 3 with a huge Burger King logo in the middle of the ring. Classy.

  • Impostorzim

    Posted Mar 27, 2008 7:35 pm PT

    Funny story, EA regularly has ALOT of ads in their games thrown around, and they actually force their retail prices up about $10 on all their games. Kinda weird. Anyways I was hoping to get news on the game, Heat but oh well..

  • djdel002

    Posted Mar 27, 2008 5:10 am PT

    So no release date still, but luckily there will be ads in the game. What GREAT news!!!! Just what we needed, like there aren't enough ads on everything we see on a daily basis.

  • TehUndeadHorror

    Posted Mar 26, 2008 11:29 pm PT

    Wait how the hell will in-game advertising work with games like Brother in Arms, Aliens and Borderland...

  • VegetaMaelstrom

    Posted Mar 26, 2008 8:15 pm PT

    I'm always puzzled by some people's reactions when they say "I'm fine with in-game ads as long as the price of the game is reduced." Name me one, just one, quality retail game that has had the price lowered because of in-game spamming? And not just some free internet game that cost $5000 to throw together. There hasn't been one yet and I would be shocked to see one any time soon. The publishers and developers simply pocket the extra money while claiming (truthfully or not: who knows?) that the funds go directly into making the game better. So I think we should all stop wishing for the game prices to be reduced when a game is infested with ads. I'm just going to do what ctg867 is and not support any game that tries to force this junk down my throat. If it is a game I was really looking forward to, well thems the breaks. I won't compromise my morals because certain greedy companies are willing to give me a lesser experience for a quick buck.

  • ag1002

    Posted Mar 26, 2008 7:54 pm PT

    I like how they act like they're going for even more realism in the game, when really they're just taking in extra money...
    I don't care either way though, as long as the ads don't ruin the game experience, I don't want to see modern day ads in a WW2 shooter... they probably know better though.

  • andyrae11

    Posted Mar 26, 2008 7:21 pm PT

    Friggin rights. Just release BIA:HH. I don't care if it has gerber baby food ads in it. Just come on already.

  • Shishio817

    Posted Mar 26, 2008 7:16 pm PT

    Yeah, just as long as it's not inappropriate ad-spamming, it's fine by me.

  • Briantb_2008

    Posted Mar 26, 2008 6:41 pm PT

    I don't mind ads if they fit the world of the game. If they don't its just an annoyance.

  • ctg867

    Posted Mar 26, 2008 5:46 pm PT

    Unless...

    (1) The game is cheaper because of the ads.

    (2) I get significantly more content because of the ads.

    (3) The ads blend well into the game, aren't a disturbance, and don't stick out more then anything else in the game.

    Then I'm not buying ANY of Gearbox's games that use in game ads. Period. It's a pathetic trend in the industry these ads, and in no visible way does it benefit the consumer. Only the creator.

  • DarthSnipa

    Posted Mar 26, 2008 3:01 pm PT

    NO MORE EFFING AXE ADS!

  • retrofraction12

    Posted Mar 26, 2008 2:13 pm PT

    hopfully there is an add that says they are going to make a fps for the wii

  • Jebbers

    Posted Mar 26, 2008 1:04 pm PT

    as long as they dont put ads that dont suit the era or situatioin (mt dew amped: low carb on a billboard in ww2 europe) then i have no problem with it, ads are already in games, they dont bother me unless its out of context, stop ya whining folks. peace

  • ConnorM5

    Posted Mar 26, 2008 1:04 pm PT

    "The year is 1944, and the fighting in Carentan is intense. My platoon was fighting up Rue-de-Marsailles against the 3rd Panzerschrek regiment when they stopped fighting. The enemy was captured by the vision that is the new Lexus Infinity coming out next year. We swiftly advanced and overtook them."

    -Sgt. Tom Jenkins, D Co. 2/506 PIR

  • DrKill09

    Posted Mar 26, 2008 1:04 pm PT

    I didn't mind the ads in Skate (which had them EVERYWHERE), as it added even more realism, but I don't want to see Sprint and Serius Radio advertisements while shooting Nazis. This just might get the "WTF?! of the YEAR" award!

  • SoreBastard

    Posted Mar 26, 2008 12:06 pm PT

    great... i cant wait to find ads for 5 gum and snickers while im playing brothers in arms. smooth move gearbox

  • nsmnpc5000

    Posted Mar 26, 2008 11:12 am PT

    Yeah, how dare these developers try to come up with additional revenue to help cover the rising costs of making games on the PS3 and 360! The idea that they want to stay in the business of making games is flat out offensive. We as gamers need to take a stand and declare, "Stop trying to make money that will allow you to keep on creating the games that fuel our lifestyles/hobbies!"

    What does it matter, realistically? As long as the ads are sensible and not crammed down our throats then go for it. Also, people shouldn't assume that every game in the Gearbox lineup is ripe for advertisement placement. BIA and Aliens don't seem compatible with an ad rich environment. But what do I know?

  • m1rock

    Posted Mar 26, 2008 10:57 am PT

    Ads in BiA? What are they going to advertise? Lucky Strike Cigarettes? Ronco Lighters? Volkswagen? Many of the major companies we see today did not come about till after the war, let alone in WWII Europe.

  • ChestyMcGee

    Posted Mar 26, 2008 10:30 am PT

    Adds in games is alright if it fits, like Rainbow Six Vegas; I thought the adds were cool and they made the game feel more real as they were decently subtle. However, adds in Brothers in Arms? Surely not, that just doesn't make sense.

  • pidow

    Posted Mar 26, 2008 9:30 am PT

    I personally feel that ads should not be placed in games....more people watch TV vs playing games...any intelligent person would use TV. I will not buy games that hit me with ads every time I reload or reach a check point or die for that matter......ads have no place in games period.

  • werc96

    Posted Mar 26, 2008 9:18 am PT

    Wow....So does this mean in brothers in arms while your walking thru the hell torn streets, Lookin for a health pack you happen to stumble to a burger king next to all the chaos you just caused? Another bad idea for games. I would only put up with it if the games prices were reduced dramatically, But...of course not..they want more and more money!

  • Franko_3

    Posted Mar 26, 2008 9:14 am PT

    my 3$. I don't care about advertising in low priced or free game, EA new cartoon battlefield game or quake live for example. I don't pay 60$ to watch ads in my game, like I don't pay 10$ to see movies that show big Axe panel every 2 min in my face. Anyway, I was not interested by brother in arm, the idea is good, but the execution of the first one was so poor that I have no faith with that one.

  • AdaptorLive

    Posted Mar 26, 2008 7:42 am PT

    What would be believable, relevant ads for Brothers in Arms or Aliens? I wonder how they're going to pull that off..

  • Warghost2k

    Posted Mar 26, 2008 7:27 am PT

    How will this work in Borderlands? Billboards for Snickers bars on a far off, desolate planet 500 years in the future?? Considering the time this game takes place, how could any current advertisement have any relevance in the game?

    Seems stupid to me, but I'm still eagerly awaiting Borderlands.

  • LosDaddie

    Posted Mar 26, 2008 7:26 am PT

    Do the ads right and I have no problem

  • Scn64

    Posted Mar 26, 2008 7:21 am PT

    If it's done right, the ads can actually make the game better.

  • rbop posted Mar 26, 2008 7:17 am PT (does not meet display criteria. login to show)

    rbop

    Posted Mar 26, 2008 7:17 am PT (hide)

    Yawn... let all the unneccessary crybabying begin.

  • KingSigy

    Posted Mar 26, 2008 6:56 am PT

    I swear, if I see a can of axe in Brothers in Arms, then its game over!

  • XXMadManVII

    Posted Mar 26, 2008 6:11 am PT

    come on guys, r u suprised at this? Have u ever played a racing or sports game? if ads really bother you then dont play the games, or watch tv, or read magazines, or surf the net, or listen to the radio, or drive down the road (billboards). If you were to avoid everything that has ads, then you would have to lock urself in your room 24/7. mountains out of mole hills........ but that is what i expect from gamespoters

  • Sam_Lowery

    Posted Mar 26, 2008 5:31 am PT

    Just don't buy these games.
    Or if you really want to play them, at least buy a used copy so the studio gets no money from you. We need to send a message to these people that gamers aren't just going to bend over and take this crap.

  • -HCMF-

    Posted Mar 26, 2008 3:52 am PT

    so now we will see Axe ad's brothers in arms and samba will be sporting a new nascar like jumpsuit full of corporate sponsors. just wait the microsoft logo will be on the back of the master chiefs uniform soon enough

  • Generic_Dude

    Posted Mar 26, 2008 3:30 am PT

    In-game advertising's victories are gamers losses in the long run.

  • Hellequin85

    Posted Mar 26, 2008 3:18 am PT

    how about they focus on getting Brothers in arms actually released when they say it will be insted of sticking some adverts into it!

  • Skull-Fire

    Posted Mar 26, 2008 2:48 am PT

    punkpunker... gamespot will post the date as soon as they know the date. They cant just tell us because you want to know, the developers tell the media who tell us. But the developers can only tell the media when they know themselves, they may have a preferred date but sometimes its just too early to tell. There is no way to speed it up.

  • punkpunker

    Posted Mar 26, 2008 1:29 am PT

    after this news, pls put the release date for BiA:HH thats all i want to know and not the hyped date because 2-4 months before the release a news popped up and said 'delay' to blah...blah... date witch angered me!
    oh and AXE ads are in the right place,too bad i was distracted by the photo and killed by terrorist because i stared too long

  • Dark_Lord777

    Posted Mar 26, 2008 12:27 am PT

    I didn't like that in GRAW2, there were perfectly clean Dodges in MEXICO!!!!!! ok dodge is paying them or whatever, but 15 Avengers in a R6:V1 parking garage is way to much. Same with the billboards in GH3, and all the non car related ads in Forza 2 and PGR games

  • Philo350

    Posted Mar 25, 2008 11:57 pm PT

    I wish there would just bring the game out!

  • drangel_jam

    Posted Mar 25, 2008 10:22 pm PT

    So many titles in development... that's why it's taking them so long to release BiA3. Seriously, people have already forgotten about it. It's not like their are using a 3rd gen engine.

  • RobertBowen

    Posted Mar 25, 2008 10:02 pm PT

    I can't say I mind ads if they fit the context of the game and are unobtrusive. For example, seeing a soldier in BiA drinking a bottle of coca-cola would be perfectly acceptable, because it's something that soldier might do. In fact it would add to the authenticity of the setting, rather than detract from it, because like it or not people use/prefer particular brands. So I don't see anything wrong with virtual characters using particular brands either.

  • HelIWithoutSin

    Posted Mar 25, 2008 9:07 pm PT

    Change the demand by buying the games they're not making?

  • Ubermensche

    Posted Mar 25, 2008 9:00 pm PT

    So I guess my post went ignored...let me reiterate...

    The reason they keep making "shiny games" instead of "good games" is because of the customer demands to do so.

    The majority of the customer demands are exactly what we are seeing being produced as games. Its as simple as that. And anyone who buys Madden football every year or every Mario Party game is guilty of this cause. All business's look for trends that make the most amount of money the easiest way. So the best way to combat this trend? Don't buy the games! Change the demand.

  • Pyro77

    Posted Mar 25, 2008 8:43 pm PT

    As long as it dosnit interfere with my gaming experience. If I see a lame E-Insurance commercial on a display monitor in a colonial ship when I'm supposed to be killing aliens Ill be pissed.

  • xcollector

    Posted Mar 25, 2008 8:40 pm PT

    Its all over. Our once safe haven virgin video game world has now gone mainstream to the point where adds will be injected into every aspect of the game.

  • Big_To

    Posted Mar 25, 2008 8:32 pm PT

    As long as they aren't as annoying as random pop-ups I'm all for getting more money to fund Gearbox's games.

  • CrackerMcGee

    Posted Mar 25, 2008 8:27 pm PT

    Brother's in Arms:
    "Find cover behind the Honda Element, the sweetest ride in Arnhem"
    "Hitler uses DSL and put the Slowskis in concentration camps"
    "These Jerrys are all over us like hot **** on Axe deodorant"
    Aliens:
    "Game over man, game over unless you have Game Tap"
    "The company screwed us they want bio weapons, now lets all shop at Wal-mart"
    Borderlands:
    "Run to the border for some Taco Bell"
    "Keds, shoes of the apocalypse"

  • km1498

    Posted Mar 25, 2008 7:54 pm PT

    In game adds never really bothered me, most of the time I don't even notice them.

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