Eidos Signs Ten-Game Ad Deal, Double Fusion Promotes Effectiveness

By Carlos Bergfeld, Jul 23, 2007 12:32pm PDT

Publisher Eidos Interactive announced the details today of a three-year agreement with in-game advertising firm Double Fusion. The deal will place ads served by Double Fusion in ten Eidos-published games, with ads "ranging from dynamically-served advertisements" to "deep integrations and product placements."

Attempts to contact Eidos for comment on which games would feature the advertisements have not yet received a response.

Coinciding with the Eidos collaboration announcement, Double Fusion released the results of a study performed by media-analysis firm Interpret. "Double Fusion's ad effectiveness research validates what many have assumed but never proven--that gamers not only notice ads in games but are impacted by them positively, increasing their intent to buy," said Double Fusion CEO Jonathan Epstein.

The report states that interactive, isolated, and reasonably sized eye-level ads work better than stationary, cluttered, or large-sized ones. Interpret based the study on tests done with mainstream and "hard core" gamers in New York, Los Angeles, and London. The report used eye-tracking technology to analyze ad effectiveness in ten games of various genres.

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