Midway signs Double Fusion for in-game ads

Fruits of multiyear, multigame deal to be seen in Stranglehold, other select titles.


In-game advertising is on the rise of late, with Midway Games providing the latest evidence of a growing trend. The company today announced a multiyear, multititle agreement with Double Fusion to provide dynamic in-game ads for specific upcoming Midway games.

"We believe that the technology to allow for dynamic, in-game advertising will add a sense of cultural relevance and context for the mass-market audience," Midway's chief marketing officer Steve Allison said in a statement. "Our relationship with Double Fusion will not only add potential incremental revenue on top of our existing static ad placements, but allow us to work with a partner sensitive to game development and committed to making ad placements organic and credible."

So far, Stranglehold is the only game that Midway has confirmed will have ads provided by Double Fusion, pointing toward a previously unannounced online multiplayer component for the title, which a Midway representative later confirmed for GameSpot. The publisher did not announce when players can expect to start seeing Double Fusion's ads in its games, but Stranglehold is currently scheduled for release in the fourth quarter of 2006.

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