Take-Two Interactive Inks Deal on In-Game Advertising
Take-Two announced on Monday a deal with independent player Double Fusion for delivery of in-game ads across at least nine titles. Double Fusion will be the exclusive North American and European representative for integrated advertising opportunities in Take-Two’s 2K titles debuting in 2007 and 2008. The ads will be delivered to games across all PC and most console platforms except Microsoft’s Xbox and Xbox 360.
In-game advertising is expected to become big business. Technology research firm Yankee Group estimates that the in-game advertising market will reach $732 million by 2010, up from $56 million in 2005. “The Double-Fusion deal is incrementally a positive for Take-Two,” says Chris Bouma, research analyst with Denver Investment Advisors, which owns shares of Take-Two. “There’s a lot going on in the video game market and it is something that could make investors more interested in this company.”
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