The integration will allow developers using Gamebryo to seamlessly incorporate in-game advertising placements from within the Gamebryo environment, just as they might add any other feature to their games.

The partnership marks the first time in-game advertising technology will be integrated directly into a game engine. Emergent and Double Fusion will provide financial incentives to publishers and developers to serve and sell their in-game advertising space.

"The earlier a developer begins work on the integration of an advertising campaign, and the more integrated the ad placement process is with the creation of the game, the more contextual and native the advertising will be," said Jonathan Epstein, president and CEO of Double Fusion. "Our partnership with Emergent means more opportunity for advertisers, more lead time for the creative and sales teams, and more ad dollars for game developers and publishers."

"As a catalyst for change in the game development industry, Emergent is giving the industry the flexibility it needs to grow and evolve in every direction - whether financially, creatively, or in terms of its fundamental business models," said Geoffrey Selzer, CEO of Emergent. "This is one more example of that strategy at work; In-game ads are a growing part of the game market landscape. For developers and publishers whose games include in-game advertising, the ability to incorporate ad placement into the development process - instead of after the fact - means that they can access in-game advertising revenues more easily and at a lower cost. We're very pleased to be working with Double Fusion to provide these capabilities to our customers."

Emergent Game Technologies provides flexible technologies and services that give developers an unmatched range of integrated capabilities for building, testing and managing games. The company's partnership with Double Fusion was born out of their dedication to offering the best and most complete toolset incorporating all business models, coupled with Double Fusion's dedication to ease of integration.

Developers and publishers that purchase the Gamebryo engine from Emergent and reach an agreement with Double Fusion as their in-game advertising partner within three months of the engine license will receive a considerable rebate on their engine license fee.

Double Fusion provides game developers and publishers with a full end-to-end solution to take advantage of the rapidly growing in-game advertising market, projected to generate as much as $1.5 billion in revenues by 2010. Double Fusion is widely recognized as the technology leader in the in-game advertising space, with the easiest solution for developers to deploy, and with the most powerful ad serving and rendering technology that allows advertisers to move "beyond the billboard" to employ 3D interactive objects, video, interactive ads, and other exclusive and unique advertising formats.