SCEA announced the creation of a new in-game advertising business unit, headed by 25-year industry veteran Darlene Kindler as director of Network Advertising, who will report to Phil Rosenberg, senior vice president of Sales and Business Development.

Double Fusion has made its fusion.runtime technology commercially available to publishers and developers, allowing them to add advertising support to their titles after code development has been completed, making ad placements possible where previously they could not be feasibly implemented, including in back catalog titles and titles late in the development process.

In-game advertising network IGA Worldwide announced a new 3-year partnership with game publisher Codemasters, delivering both dynamic and static advertisements into a range of future titles from the publisher.

Eidos has signed a three-year deal with Double Fusion, the in-game advertising specialists. The deal covers 10 key Eidos titles, all currently in various stages of development.

The Nielsen Company and Sony Computer Entertainment America announced an initiative to develop a measurement system for game network advertising that will help make game software a more competitive advertising platform.

Gala-Net has signed an in-game ads deal with Double Fusion for its free-to-play online car racing and combat game Upshift StrikeRacer, a blend of nerve-wracking high speed car races with explosive online player-versus-player combat.

Splash Damage's Managing Director Neil Postlethwaite revealed that in order to help cover on-going support without passing the costs on to the gamer, Enemy Territory: Quake Wars will feature appropriate non-intrusive ads in select locations, you won't have to interact with them; they'll just be part of the normal environment.

Double Fusion announced that it has added upcoming titles from THQ to its premium network. The agreement grants Double Fusion advertising representation across certain platforms for a number of THQ's highly anticipated titles, such as Juiced, MX vs ATV and Stuntman franchises.

IGA Worldwide announced that it has added its 50th new title and is set to deliver one billion in-game ad impressions by year's end.

Massive Inc. announced it has added no less than 14 titles since October 2006, and now includes more than 50 titles for the X360, Xbox and PC. With recent titles such as Crackdown, DEF JAM: ICON, MLB 2K7, and Ghost Recon Advanced Warfighter 2, the Massive network is projected to be live with more than 100 titles by year's end.

While its last study focussed on sports titles, behavioral research consultancy Bunnyfoot decided to take a closer look at other studies and uncovered that in-game advertising effectiveness is far less than initially reported. Most studies use participants knowing the objective, thus score faily high (87%), while an unsuspecting audience scored far lower (15%).

War Rock is an online, military, tactical, FPS featuring state of the art weapons, team or solo based missions and maps, with 5 different character classes, and three modes of gameplay. Double Fusion will provide 2D and 3D dynamic in-game advertising in K2 Network's War Rock, as well as opportunities for marketers to sponsor tournaments, maps and in-game assets.

Acclaim announced an agreement with IGA Worldwide for six of its MMOG titles, including the popular titles; BOTS!!, 9Dragons, 2Moons, DANCE! and two yet unannounced titles. Acclaim will also start offering PayByCash as alternate payment options to its customers, beginning with the recently released BOTS!!

Behavioural research consultancy, Bunnyfoot, has conducted an independent study that reveals a lack of engagement between video game players and in-game advertising in sports titles. Using its Sponsor Fixation Index (SFI) metric, Bunnyfoot reports a dramatic fall in consumer engagement ratings among some of the leading sporting games.

Ever since Valve launched its automatic weapons pricing system, the Desert Eagle has remained popular due to its usefulness, even with an ever increasing price. The Five Seven, P228, and Dual Elites will be tweaked and be made more effective to counter this. Valve also revealed that early next year it will start incorporating in-game ads in Counter-Strike v1.6 through its recent partnership with IGA. Strategically placed billboards will begin featuring carefully selected branding in order to not disrupt gameplay.

Take-Two and independent in-game advertising company Double Fusion, today announced that the companies have entered into a multi-title agreement (up to nine titles) for the sale of in-game advertising opportunities in a selection of 2K and 2K Sports titles.

Alawar announced today that it has signed an agreement with Extent to add in-game advertising to its lineup. The deal includes casual titles ranging from arcade-style games like CheboMan to 3D arkanoid-breakout games like Magic Ball 2.

Ultimate Baseball Online publisher Netamin announced that due to high interest from advertisers the company has decided to keep UBO free to play, with no subscription fees required.

Konami announced a partnership with Reebok for Pro Evolution Soccer 6 title. The deal will see Reebok branding displayed within the football title, and working with Konami throughout the game’s marketing and promotional campaigns.

Independent in-game advertising specialist IGA Worldwide has developed a product placement campaign for Montana, the spray can of choice for graffiti artists, in SCEE's breakdancing release B-Boy.

Double Fusion and Emergent Game Technologies have announced a first-of-its-kind partnership to integrate Double Fusion's in-game advertising technology as an inline feature of Emergent's Gamebryo Element game engine and toolkit.

EA today signed agreements for in-game advertisement with not one, but two agencies. The deal with Massive Incorporated covers four titles, X360 and PC, starting with Need for Speed Carbon, while the IGA Worldwide contract covers at least 3 titles, starting with Battlefield 2142.

Merscom has selected Exent Technologies to add in-game advertising to six of the company's most popular casual and action titles.

Enlight Software has selected Exent Technologies to add in-game advertising to the company's most popular titles.

Double Fusion and 3D game art producer Vykarian announced today a strategic partnership that will provide a turnkey solution for advertisers and agencies that want to promote their products to gamers using the most engaging form of in-game advertising, 3D ads.