Double Fusion and Namco Bandai Games America announced today the former will provide dynamic in-game ads for the PS3 version of Dead to Rights: Retribution. The game is slated for a 2010 release on both PS3 and Xbox 360, but any advertising on the 360 version would likely be handled by Microsoft's own Massive (there's been no announcement on that, however).
Double Fusion said it worked closely with the game’s developer, Volatile Games, to integrate the dynamic ad serving technology into its proprietary game engine, BlitzTech, " allowing for seamless advertising integration with no gameplay impact."
“Just as Double Fusion is constantly pushing the boundaries of what is possible with in-game advertising, Dead to Rights: Retribution will undoubtedly raise the bar for action titles,” said Jonathan Epstein, CEO of Double Fusion. “When a successful game publisher like Namco BandaiI Games America embraces in-game advertising, it’s a nod to the industry that the opportunities are great for all parties – publishers, developers, advertisers and gamers alike.”
Double Fusion is, of course, a big believer in in-game advertising. The company says its billboard ads "provide opportunities for brands to reach the game’s 17 and older demographic." Dynamic ads also reach gamers during their gameplay experience, "ensuring greater engagement," and they also "offer the added benefit of targeting by demographic, territory and time of day, among other metrics."
Recent research has suggested that in-game ads can indeed be very beneficial for brands, while a study from earlier this summer noted that in-game advertising in the U.S. should reach $681 million by 2013.
