Double Fusion Partners with Emergent Game Technologies to Integrate Dynamic In-Game Advertising Support into Gamebryo Game Engine
SAN FRANCISCO — September 5, 2006 — Double Fusion, the leading independent in-game advertising company, is partnering with cross-platform middleware provider Emergent Game Technologies to integrate Double Fusion’s in-game advertising technology as an inline feature of Emergent’s Gamebryo game engine. The integration will allow developers using the Gamebryo engine to incorporate in-game advertising placements inside of their games from within the Gamebryo environment, just as they might add any other feature to their games.
As an additional part of the partnership, Emergent and Double Fusion will be providing developers whose are using the Gamebryo engine financial incentives for working with Double Fusion to serve and sell their in-game advertising space, for those games that are appropriate for such advertising.
The partnership marks the first time that in-game advertising technology will be integrated directly into a game engine.
“The earlier a developer begins work on the integration of an advertising campaign, and the more integrated the ad placement process is with the creation of the game, the more contextual and native the advertising will be,” said Jonathan Epstein, president and CEO of Double Fusion. “Our partnership with Emergent and their Gamebryo engine means more opportunity for advertisers, more lead time for the creative and sales teams, and more ad dollars for game developers and publishers.”
“Emergent is committed to provider game developers and publishers with a market-leading development environment that gives them all the tools they need to publish today’s best games,” said Geoffrey Selzer, CEO of Emergent. “In-game ads are part of the game market landscape, and by incorporating their placement at the time of game development, instead of after the fact, publishers can access in-game advertising revenues more easily, at a lower cost, when they use the Gamebryo and Double Fusion solution.
Emergent Game Technologies provides a full solution of technologies and services that give developers a matchless range of capabilities for building, testing and managing games. The company’s partnership with Double Fusion was born out of their dedication to offering the best and most complete toolset incorporating all business models, coupled with Double Fusion’s dedication to ease of integration.
Developers and publishers that purchase the Gamebryo engine from Emergent and reach an agreement with Double Fusion as their in-game advertising partner within three months of the engine license will receive a considerable rebate on their engine license fee.
Double Fusion provides game developers and publishers with a full end-to-end solution to take advantage of the rapidly growing in-game advertising market, projected to generate as much as $1.5 billion in revenues by 2010. Double Fusion is widely recognized as the technology leader in the in-game advertising space, with the easiest solution for developers to deploy, and with the most powerful ad serving and rendering technology that allows advertisers to move “beyond the billboard” to employ 3D interactive objects, video, interactive ads, and other exclusive and unique advertising formats.
About Emergent Game Technologies
Emergent was founded in 2000 and merged with NDL, the company that created the Gamebryo engine and tools, in August 2005. Gamebryo enjoys widespread adoption among game developers, and has been trusted to create instant classics such as Sid Meier's Pirates!, Civilization IV, the Dark Age of Camelot series, Elder Scrolls IV: Oblivion, and Freedom Force. Gamebryo is designed for use with every major platform, including next-generation platforms such as PlayStation 3 and Xbox 360.
Emergent’s one goal is innovation in game development. The company provides game developers with all the tools they need to focus on innovation-in graphics, content, game experience, genre, and technology. Emergent’s approach is to develop technology that is flexible enough to meet the needs of the full range of users, applications and development pipelines. Emergent is backed by well-known organizations such as Worldview, Jerusalem Venture Partners and Cisco Ventures.
About Double Fusion
Founded in 2004, Double Fusion is the leading independent provider of dynamic in game advertising. Going beyond traditional advertising mediums to engage valuable and hard to reach gamer demographics, Double Fusion creates immersive experiences that deliver video, interactive ads, 3D objects, music and fully integrated product placements. Double Fusion's sales force and integration teams work directly with advertisers, developers, and content owners to ensure seamless execution of advertising and marketing campaigns, creating an additional revenue source for videogame publishers while protecting the gameplay experience. Double Fusion is privately held and headquartered in San Francisco, with offices in Los Angeles, New York, Jerusalem, London, and Shanghai. More information on Double Fusion is available at www.doublefusion.com.
DoubleFusion is a registered mark of Double Fusion, Inc. All trade marks, registered marks, brand names, registered brand names, product names, and logos found in this press release are the property of their respective owners, may be registered in certain jurisdictions, and are mentioned in this release for identification purposes only.