Midway Developing In-Game Advertising

Midway Games today revealed they have struck a multiyear deal with advertising company Double Fusion to place ads in upcoming games played via online connections. Midway will build Double Fusion's ad-serving technology into titles that will play on next-generation consoles which include PlayStation 3, Xbox 360, and quite possibly the Revolution.

The first game to utilize this brand new technology will be Stranglehold that was announced at last years E3 2005 for the PlayStation 3 and Xbox 360. Double Fusion's sales force will sell the ad campaigns, which will regularly update the game.

The company did say that the advertisements would appear in the form of signs or billboards, streaming audio and video or 3-d objects like soda bottles or cars. Midway expects the first game under the Double Fusion deal to ship at year-end.

Source: Gaming Horizon

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