Gearbox Signs In-game Ad Deal for Upcoming Titles

By Aaron Linde, Mar 25, 2008 1:02pm PDT Gearbox Software today announced a partnership with advertising company Double Fusion to bring in-game advertising to future Gearbox titles.

Under the terms of the deal, Double Fusion is to provide Gearbox with dynamic advertising technology to support the delivery of in-game ads and integrated sponsorships in upcoming Gearbox games. The companies stated that they will "work together to ensure that all advertising programs are appropriate and add value to the gamers' experience."

As of this time, Gearbox has not disclosed which of its upcoming titles—such as Aliens: Colonial Marines (PC, PS3, X360) and Borderlands (PC, PS3, X360)—will incorporate the ads.

Several companies are expanding within the lucrative sphere of in-game advertising. EA and Microsoft recently extended a deal in which Microsoft's in-game ad arm Massive, Inc. would provide streaming advertisements for upcoming EA Sports titles on the Xbox 360.

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3 Threads | 17 Comments

#1

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By: RomSteady x Show Full Post

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I'm glad to see that Gearbox has the deal directly instead of the publisher making the deal.

In the past, in-game ad deals where the publisher has the contract has generally resulted in only one extra dollar per unit going to the developer rather than a percentage of ad income...if that.

Mar 25, 2008 1:09pm PDT

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I'm glad to see that Gearbox has the deal directly instead of the publisher making the deal. In the pa... : RomSteady
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  what does it matter who gets it? it won't make games cheaper for the consumer : AllYourBase
  - Yeah but if it's gearbox getting the money and not the publisher then surely that's a good thing. : marmite
  - If the money goes to the developer, a developer is more likely to be able to survive making a niche produ... : RomSteady
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  this is an excellent point. Also I imagine 40's retro advertising in BiA would not look too out of pla... : marmite
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    Think you're in the wrong thread. : heartsauce
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      perhaps I should be spewing forth irrational hatred of games companies? : marmite
      
      Perhaps. But also, your comment seems to fit better in the thread above us, where they're talking about a... : heartsauce

#4

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By: jad3d x Show Full Post

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I have this weird feeling the last boss of Borderlands is going to turn out to be the Burger King or something now.

Mar 25, 2008 1:15pm PDT

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I have this weird feeling the last boss of Borderlands is going to turn out to be the Burger King or some... : jad3d
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#2

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By: DM7 x Show Full Post

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Lookout it's a hive of aliens coming this way!........And they are carrying Mt. Dew Cans?!

Mar 25, 2008 1:11pm PDT

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Lookout it's a hive of aliens coming this way!........And they are carrying Mt. Dew Cans?! : DM7
Thread Truncated. Click to see all 2 replies.
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Gearbox Signs In-game Ad Deal for Upcoming Titles

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