ARTICLES | March 25th, 2008
Gearbox Games team up with DoubleFusion for In-Game Advertising

Double Fusion and Gearbox Software announced today that they have entered into an advertising partnership. Under the terms of the partnership, Double Fusion will provide Gearbox with technology to support dynamic advertising in upcoming Gearbox games, and will represent both dynamic advertising and integrated sponsorship opportunities in those games. The companies will work together to ensure that all advertising programs are appropriate and add value to the gamers’ experience.

Double Fusion is committed to working with game companies across the full spectrum of gaming, from hardcore to casual, and in connecting advertisers to their gaming audiences in a way that is appropriate and adds value to gamers, said Jonathan Epstein, president and CEO, Double Fusion, remarked. Gearbox is one of the gold standard developers focused on the highest production value titles targeted at core gamers, and we’re very excited to be working with them.

Gearbox Software is known for its catalogue of successful games in the Half-Life, Counterstrike and Brothers in Arms franchises. The developer also recently announced the game Borderlands, a much-anticipated title expected to launch in the holiday 2008 season.

Double Fusion is a successful trail-blazer in the race to connect advertisers with interactive entertainment audiences, said David Eddings, VP of Licensing, Gearbox Software. We’re incredibly focused on authenticity and we believe our partnership with Double Fusion and their advertising partners will allow our game worlds to have all the plausibility of the real world. The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences.

The addition of Gearbox Software’s titles to the Double Fusion network demonstrates the company’s commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities, to maximizing revenues for its publisher and developer partners and to building a portfolio of top titles among retail PC and console games, massively multiplayer online games, social networks, casual downloadable games, advanced online games and virtual worlds.

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