Double Fusion, Gearbox Partner For In-Game Ads

Officials from in-game advertising firm Double Fusion and developer Gearbox Software have announced that the two companies have entered into a new advertising partnership. As such, Double Fusion will provide Gearbox with technology to include dynamic in-game advertising in its upcoming games as well as helping to secure integrated sponsorship deals. No specific titles have been mentioned as part of the deal, with Gearbox originally best known for science fiction titles such as entries in the Half-Life series and the PC version of Halo. However, more recently, the Texas-based developer has become renowned for its key Brothers in Arms series of World War II games, as well as the recently announced original intellectual property Borderlands and Aliens: Colonial Marines for Sega. Jonathan Epstein, president and CEO of Double Fusion, commented of the deal: “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.”