Double Fusion and 2K Sports have recently announced a deal that will see in-game ads placed in both NBA and NHL 2K10 titles. This deal now sees Double Fusion as the exclusive in-game ad provider for the games on Sony’s PlayStation3.
Representatives from Double Fusion say that they’ve been working closely alongside 2K Sports developers to integrate the ads in the least obtrusive manner. Double Fusion says that they’re committed to delivering in-game advertising while still maintaining the contextual relevance and realism of ad placements at real world sporting venues.
Double Fusion reps point to its “dynamic advertising engine” as the secret to success. Through this delivery, Double Fusion owns the various placements throughout a virtual setting, and its clients can the serve advertising into it’s partnered games. With backend reporting tools provided by Double Fusion, advertising clients may then track, modify, and measure the effectiveness of their in-game advertising campaigns.
Double Fusion CEO Jonathan Epstein comments, “Extending our dynamic advertising relationship with 2K Sports is a testament to the growing importance of in-game advertising and the value Double Fusion delivers for its publishing partners.”
“The franchises included in this agreement provide a tremendous opportunity for brands to reach an enthusiastic audience of sports fans,” he continues, “much like they would try to do during actual sporting events, with the added bonus of being able to implement targeted campaigns quickly and effectively.”
And while it might simply be a coincidence, this announcement of the 2KSports and Double Fusion deal arrives only days after former EA executive Mitch Lasky lambasted his former employer on where they’re headed, and how they plan on getting there. 2KSports is EA Sports most direct competitor.