Double Fusion, the in-game ad firm now billing itself the "leading independent in-game advertising company" after Microsoft's recent purchase of rival Massive Inc, has acquired Eiko Media, a media agency known for brokering the deep integration of branded products into retail video games. Eiko Media President and Co-Founder Ashley J. Swartz will take on the role of Senior Director of Creative Strategy at Double Fusion.
With headquarters in the country's auto manufacturing capital of Detroit, MI, Eiko has worked with the country's largest automotive manufacturers and their agencies to develop some of the most significant in-game integrations into a broad portfolio of AAA titles from top game publishers. The company also has developed significant programs for leaders in the wireless space and other key categories. Ms. Swartz, who will be based in the company's New York offices, will be responsible for working with Double Fusion's worldwide sales force to build customized programs for advertisers.
In cooperation with Double Fusion's integration producers, she will also work with publishers to develop contextual advertising opportunities, both dynamic and integrated, which maximize the appropriate advertising revenues. Swartz, who was an executive with Sony Ericcson prior to founding Eiko Media, will assume responsibility over Double Fusion's in-game advertising business for mobile platforms as well.
"The acquisition demonstrates Double Fusion's commitment to publishers to unlock the full advertising revenue potential of their titles," said Double Fusion board member Jonathan Epstein. "It also underlines our commitment to advertisers and agencies to offer the fullest range of marketing solutions, from dynamic in-game spot buys on up to fully-realized in-depth product placements with measurement and dynamic features."