Double Fusion scores funding

Indie in-game ad play lands $26 million in funding.

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In-game ad enterprise Double Fusion secured $26 million in funding last week. The round was led by Norwest Venture Partners (NVP) and included such other investors as Time Warner, Accel Partners, Jerusalem Venture Partners, Hearst Corporation, IDG Ventures Pacific, and Sedona Capital. The company says it will use the capital to "aggressively [scale in] key areas of the business including media sales, technology, and international operations." Double Fusion has recently lured a number of top-level execs from other game companies to join the DF roster, most notably Julie Shumaker of Electronic Arts. Shumaker took flight from EA in August and joined Double Fusion as its vice president of sales. Jim Lussier, general partner at NVP, said in a statement, "No other new advertising medium starts with a worldwide audience of half a billion consumers, or is projected to grow as quickly." Lussier nabs a seat on the DF board as a result of the investment. Double Fusion is headquartered in San Francisco, with satellite offices in LA, New York, Jerusalem, and London.

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