via Games Industry

In-game advertising firm Double Fusion has inked a deal with British publisher Eidos to supply ads for ten titles currently in development.

The three-year deal will see a range of advertising featured in forthcoming games in various stages of development - although no specific titles have been named.

"This is an exciting and innovative opportunity for Eidos, we’re delighted to be working with Double Fusion and we fully believe that our titles will offer the perfect platform for the right media partners," commented Jane Cavanagh, chief executive of Eidos.

Forthcoming titles from Eidos include Pivotal Games' Crossfire and IO Interactive's Kane & Lynch: Dead Men.

"The quality and breadth of Eidos’ portfolio of games represents an ideal opportunity for advertisers to reach many millions of consumers in an uncluttered and engaging environment," offered Frank Sagnier, Double Fusion's European MD.

"It further strengthens videogames as a primary medium of choice to reach the elusive 18-34 year old audience."