Eidos joins with Double Fusion

By Emma Boyes, GameSpot UKPosted Jul 23, 2007 7:32 am PT

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

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.

63 Comments

  • Alcotamaysees

    Posted Dec 30, 2007 9:43 pm PT

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

  • BlackJakal

    Posted Aug 17, 2007 9:30 pm PT

    well i would rather ads than a mounthly pay

  • packernation31

    Posted Aug 8, 2007 4:54 pm PT

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

  • darkchaostitan

    Posted Jul 25, 2007 12:09 pm PT

    Its the game not the ads, I won't mind.

  • 42316

    Posted Jul 25, 2007 10:37 am PT

    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

  • Crzy1

    Posted Jul 24, 2007 7:11 am PT

    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

    Posted Jul 23, 2007 9:05 pm PT

    I hope for some good stuff now

  • Crush_Project

    Posted Jul 23, 2007 8:47 pm PT

    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

    Posted Jul 23, 2007 8:33 pm PT

    GTA 4 should have ads.

    It would be lovely to see real outdoors.

  • DJSMITH007

    Posted Jul 23, 2007 7:59 pm PT

    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.

  • F1sTDaCuffS

    Posted Jul 23, 2007 3:57 pm PT

    what about projectsnowblind 2?

  • uberjannie

    Posted Jul 23, 2007 3:02 pm PT

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

  • R3V3N4N7

    Posted Jul 23, 2007 2:47 pm PT

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

  • buruburu

    Posted Jul 23, 2007 1:52 pm PT

    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

    Posted Jul 23, 2007 1:45 pm PT

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

  • danthegamer32

    Posted Jul 23, 2007 1:25 pm PT

    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

    Posted Jul 23, 2007 1:14 pm PT

    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

    Posted Jul 23, 2007 1:06 pm PT

    @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.

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