Double Fusion launches runtime

via Games Industry



Texas-based in-game advertising solutions provider Double Fusion has released a new platform for campaigns, called fusion.runtime, which will allow advertisers more flexibility in the way that they plan campaigns.

Principally the technology will make it possible for companies to see in-game adverts in a similar way to TV spots, and make late decisions on exactly which campaigns they choose to run.

This is done, according to a report on Reuters, by separating out the advertising from the rest of the development process – something which allows new ad placements to be created in a finished game, rather than just relying on changing the content in existing placements, which is what happens now.

The point, according to Double Fusion CEO Jonathan Epstein, is to "get the code in the game, and figure out the ad-spaces later."

Additionally analysts believe that this flexibility may entice non-endemic advertisers into investing more in videogames.

As Michael Cai, Parks Associates' director of broadband and gaming put it, fusion.runtime could "open up a lot of potential inventory for advertisers who are interested in the gaming medium."

In-game advertising is generating a lot of publicity at the moment, with some generally positive research results, and high-profile publishers adopting the strategy.