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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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2K Sports Signs In-Game Ads Deal With Double Fusion

by Rainier on Jan. 19, 2010 @ 11:54 a.m. PST

Double Fusion announced that video game publisher 2K Sports has granted Double Fusion the exclusive dynamic in-game advertising rights for two of its premier franchises for the PS3, NBA 2K10, and NHL 2K10.

Double Fusion and 2K Sports worked in tandem during the development process to integrate dynamic PlayStation 3 system ad placements in a contextually relevant way within the realistic gaming environments. Through use of its dynamic advertising engine, Double Fusion offers these targeted placements to brands looking to directly reach the consumer during their gaming experience. In addition, ad placements are equipped with robust reporting tools, which provide advertisers with the tracking methodologies necessary for measuring effectiveness.

“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,” said Jonathan Epstein, CEO of Double Fusion. “The franchises included in this agreement provide a tremendous opportunity for brands to reach an enthusiastic audience of sports fans, 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.”

Double Fusion enables advertisers to connect with highly-engaged online gamers across a wide range of gaming genres and platforms.

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