About Rainier

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

Advertising





Double Fusion Acquires Social/Casual Gaming Platform

by Rainier on Dec. 14, 2011 @ 9:13 a.m. PST

In-game advertising network Double Fusion announced its acquisition of social and casual in-game advertising outlet NeoEdge Networks.

This strategic acquisition of NeoEdge’s assets positions Double Fusion as the premier, comprehensive in-game advertising solution for advertisers, brand marketers and publishers to reach any demographic playing any game genre on the PlayStation®3 system as well as social and casual platforms.

NeoEdge and its partners add over 100 million monthly video impressions in numerous casual and social games to Double Fusion’s extensive global network of 3 billion monthly impressions in top games from publishing partners such as Ubisoft, THQ and 2K Sports. In addition, much of this new social inventory is based on the latest highly engaging advertising formats designed to deliver powerful brand interaction with consumers.

“This acquisition highlights our commitment to deliver a complete 360 degree in-game advertising solution for our clients and partners,” said Dan Chambers, Double Fusion’s Head of Sales. “Gaming has become much more than the entertainment of choice for males 18-34.  With the dramatic rise of social and casual gaming, it’s now mainstream and appeals to women as well as Generations X and Y. You can basically find a game to fit every age and demographic.”  

By offering a full spectrum of dynamic in-game advertising opportunities in console, social and casual gaming, Chambers points out that Double Fusion enables advertisers and brand marketers to reach “super targeted, super engaged, super consumers” with high impact campaigns.

According to technology researcher Gartner Group, worldwide spending on gaming will exceed $74 billion this year, up 10.4% from 2010. By 2015, spending will reach $112 billion with online gaming rising from $11.9 billion this year to $28.3 billion in 2015. PopCap Games Research reports that there are an estimated 98 million social gamers in the US, a 71% increase since just 2010.

Leveraging this explosive growth, in-game advertising is proving to be a ‘must have’ in today’s media buying mix. Gaming offers a uniquely engaging environment that leads to across the board better brand awareness and recall versus TV, radio, print or other media. In-game ads provide access to an affluent, brand-literate audience and reach every segment of the population. Having worked with some of today’s blue chip brands including McDonald’s, Twentieth Century Fox, Dr. Pepper, State Farm and Toyota, Double Fusion has exclusive in-game opportunities with 2K Sports, as well as games like Pro Evolution Soccer 2012, Square Enix’s  Deus Ex: Human Revolution, Warner Bros. Interactive Entertainment’s Mortal Kombat and Ubisoft’s Shaun White Skateboarding and Driver®: San Francisco.

“THQ has always had an excellent relationship with Double Fusion and we are excited about their recent expansion,” said Tim Walsh, Vice President, THQ Partners. “We have and will continue to embrace in-game advertising to add realism, information and an additional revenue stream for us and our developers.”

To expand its presence in Canada, Double Fusion also sealed an exclusive sales relationship with Toronto-based Cue Digital Media. Recently named one of “Canada’s Most Promising New Digital Companies” at The Digi Awards, Cue represents several highly visible, U.S.-based digital content sites, including UFC.com, Heavy.com, CollegeHumor.com, celebrity news site TMZ.com and FunnyOrDie.com.

We are excited to add Double Fusion to Cue’s roster of top tier media properties,” commented Cue CEO David U.K. “With Canada’s gaming industry representing $1.7 billion in economic activity in 2011, and with an expected growth rate of 17% over the next two years as per ESRB 2011 Canadian Study, there is clearly a massive opportunity for Canadian marketers to reach deeply engaged consumers through in-gaming advertising.”

To help leverage its expanding footprint, Double Fusion has also opened a New York City sales office.  Newly hired Jesse Paynter, with over 6 years of experience at AOL as well as stints at Turner Broadcasting and Ryan Partnership, will lead the team as VP of East Coast Sales. Paynter will be joined by Senior Sales Director, Lou Bridda and Sales Director, Don Snellings. Senior Sales Director Michele Sushin has also joined Chambers in Double Fusion’s West Coast office.

blog comments powered by Disqus