Double Fusion Announces Dynamic Ad Placement

In-game ad agency Double Fusion has debuted technology separating ad integration from game development and allowing for dynamic placements of ads. Previously developers had to hardcore the ads into the game itself.

Dubbed fusion.runtime, the tools will give developers the ability to create new ad placements in finished game as well as back-catalog titles. Ubisoft and NCSoft have already begun using these tools. In fact, the recently released free ad-supported Ubi games Far Cry, Prince of Persia and other make use of these tools, allowing for integration of ads in the menu and loading screens.

“Game makers that want deep interactivity in their ads, or want pinpoint control over system resources, will benefit from our [previous] fusion.sdk solution,” said company co-founder and CTO Hillel Rom. “For those game makers that don’t have time in their development process to incorporate an SDK, or want to add advertising to back catalog titles, or perhaps want to avoid bothering the original developer in the case of games licensed from other regions, fusion.runtime opens up the revenue possibilities by delivering great advertising experiences.”

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