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About Rainier

PC gamer, WorthPlaying EIC, globe-trotting couch potato, patriot, '80s headbanger, movie watcher, music lover, foodie and man in black -- squirrel!

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'Exteel' and 'Dungeon Runners' Get In-Game Ads

by Rainier on Oct. 25, 2007 @ 5:29 a.m. PDT

Double Fusion has entered into a partnership in North America with NCsoft, providing the technology and sales force to place in- and around-game advertising into the upcoming giant robot action game, Exteel, and currently-running action RPG Dungeon Runners.

Dungeon Runners is an online multiplayer role playing game that allows gamers to play as a fighter, mage or ranger as they explore dangerous dungeons, battle ferocious monsters and discover incredible weapons, artifacts and loot. Gamers can play as lone warriors or team up with online friends to carve their paths of destruction. Exteel is a futuristic shooter that puts players in control of heavily armored, completely customizable Mechanaughts. As a mercenary pilot, each gamer charges into combat, destroying opponents and competing for total domination. Deathmatch and team battles take place on a variety of terrains, from futuristic cityscapes to bleak deserts.

The deal with Double Fusion enables NCsoft to gain revenue from both free-to-download titles whose primary revenue source is currently through players who purchase special items or participate in the game membership program.

“One of Double Fusion’s long-term goals is to grow the game industry by enabling the ad-supported business model that brings top-of-the-line games to those players who want to play for free,” said Jonathan Epstein, president and CEO, Double Fusion. “Partnering with a leading MMO publisher like NCsoft, a leader in free-to-play as well as subscription online game models, allows us to set the type of example we hope other publishers will look to and want to join.”

“As a publisher of MMO games, the community is of the utmost importance to us. We are constantly looking for more ways to grow the community for these titles and give them what they deserve—great gaming experiences supported by advertising that doesn’t detract from gameplay,” said Dorothy Ferguson, vice president of sales and marketing at NCsoft North America. “The track record of Double Fusion’s sales force proves the depth of their understanding of pairing brands to games so that we can be sure our players are very happy with the results.”

The addition of Dungeon Runners and Exteel to the Double Fusion network underscores the company’s commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities, to maximizing revenues for its publisher and developer partners and to building a portfolio of top titles among retail PC and console games, massively multiplayer online games, social networks, casual downloadable games, advanced online games and virtual worlds.

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