Eidos joins with Double Fusion

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.

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