"Along with our strategy to create immersive, engaging content, we believe that the technology to allow for dynamic, in-game advertising will add a sense of cultural relevance and context for the mass-market audience," said Steve Allison, chief marketing officer, Midway. "Our relationship with Double Fusion will not only add potential incremental revenue on top of our existing static ad placements, but allow us to work with a partner sensitive to game development and committed to making ad placements organic and credible."

"Double Fusion's unique approach will allow Midway to incorporate dynamic advertising into their leading properties, and benefit from the tremendous market interest advertisers have in reaching the video game audience," said Elie Wurtman, chairman of Double Fusion.

Midway also announced it recently appointed Sarah McIlroy as director of in-game advertising and promotions for Midway Amusement Games, LLC, reporting directly to Midway's chief marketing officer, Steve Allison. Formerly with Atari and with more than 12 years of experience in promotions, marketing communications, and strategic partnership development, Ms. McIlroy will be responsible for developing relationships with advertisers and ensuring that products are presented in a way that enhances gameplay experience.

Mr. Allison remarked, "One of Midway's core in-game advertising strategies is to infuse our games with cultural context through the integration of static in-game product placements. We believe static promotions in conjunction with dynamic advertising will represent an attractive revenue opportunity for Midway. Sarah is arguably one of our industry's most experienced professionals in this emerging field, and we anticipate that she will manage the process for static ads as well as dynamic in-game ads with Double Fusion in an effort to maximize incremental revenue from our top titles."