In-game advertising company adopts TV ad model
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Double Fusion, a private company that connects advertisers and video game publishers, rolls out new technology on Tuesday to allow advertisers to mount last-minute ad campaigns in games the same way they use spot TV ads. Double Fusion’s new program, called fusion.runtime, separates in-game advertising from the development process, allowing developers to create new placements in completed games, including back catalog titles.
Game designers now designate and hard-code locations for in-game advertising during the development process. After the coding is completed, advertising content can be changed via an Internet connection, but locations for ads cannot be changed or added.
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