Sony Computer Entertainment today announced a partnership with advertising agency Double Fusion to bring in-game advertising to PlayStation 3 titles.

Double Fusion, whose roster of clients includes Gearbox Software, NCSoft and THQ, utilizes specialized technology to deliver dynamic and context-oriented advertisements to audiences. Read more »

MMO developer NCsoft today announced a new partnership with Double Fusion to supply in-game advertising for City of Heroes, releasing several images of the game world before and after ad integration.

The companies say that the real world ads will lend a sense of realism to the super-powered world of City of Heroes, with players able to opt out of the advertising if they so choose. Additionally, NCsoft plans to make use of the technology to display player-created content within the game. Read more »