In-game advertising implementation made easy

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01/10/2007

There is further joy for the gaming industry following the success of Halo 3 which made an estimated US$170 million within the first 24 hours of going on sale. In-game advertisers now have a solution from DoubleFusion which allows product placement and deep integrationfor ads even after the game has been made. The new technology, dubbed Fusion.runtime, allows ads to be placed in games using an “injection” process. Car models can be updated each year, or changed to a different make. Clickable functionality is also available taking gamers directly to web pages. Ads can even be changed after a title reaches the shelves. The potential for increased revenue generation through “just-in-time” advertising is immense. 

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