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Wipeout HD Ad Pulled After Load Time Snafu

Following the revelation that "high-resolution dynamic video ads" had been implemented into the loading screens of Wipeout HD and could nearly double load times when they appeared, publisher Sony has pulled the most prevalent advertisement.

"The ad has been removed," Sony told Eurogamer, "and we are investigating the situation to ensure that any in-game advertising does not affect gameplay." Read more »

"if Sony or Liverpool studios came out and said we're putting ads in now then people would be ..."
- shackBox360    See all 35 comments

Sony Signs PS3 In-game Ad Deal with Double Fusion

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 »

"It is kind of sad how many people are impressed by polysyllaby."
- WildDanimal    See all 45 comments

NCsoft Reveals City of Heroes In-game Ad Deal

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 »

"If it was completely free and ad-supported then I'd try it as well."
- frib    See all 21 comments

Gearbox on In-game Advertising

A couple of days ago it was announced that Gearbox Software directly made a deal with

Double Fusion to handle the in game advertising for their upcoming game releases. Randy

Pitchford of Gearbox Software has put out quite an Read more »

"I woudlnt be opposed to seeing tasteful soft porn adverts in mature games."
- 5150Joker    See all 45 comments

Gearbox Signs In-game Ad Deal for Upcoming Titles

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." Read more »

"Perhaps. But also, your comment seems to fit better in the thread above us, where they're ..."
- heartsauce    See all 17 comments

Double Fusion Debuts Dynamic Video Game Ad Placement (Updated)

Related Topics – Ubisoft, Double Fusion

San Francisco-based in-game ad company Double Fusion debuted technology today separating ad integration from game development and allowing for dynamic ad placement. Previously, ad content could be changed with an internet connection, but developers hard-coded the in-game ad locations. The tools, called fusion.runtime, give developers the ability to create new ad placements in finished games, including back catalog titles. Paris-based Ubisoft, Seoul-headquartered NCsoft, and New York casual game publisher Oberon Media have already begun using the tools. "By offering publishers and developers two technology solutions to choose from, we're able to support a much wider range of titles and circumstances than any other company in the business," explained Double Fusion co-founder and CTO Hillel Rom. "Game makers that want deep interactivity in their ads, or want pinpoint control over system resources, will benefit from our [previous] fusion.sdk solution," he continued. "For those game makers that don't have time in their development process to incorporate an SDK, or want to add advertising to back catalog titles, or perhaps want to avoid bothering the original developer in the case of games licensed from other regions, fusion.runtime opens up the revenue possibilities by delivering great advertising experiences." "For gamers, the technology opens the door to new, free ad-supported high-quality games," noted CEO Jonathan Epstein. "For advertisers, the technology creates new types of ad possibilities across a broader selection of titles than ever before." Examples of free ad-supported games include the Ubisoft-published Far Cry, Prince of Persia: The Sands of Time, Rayman Raving Rabbids, and Ghost Recon on PC, all of which were released for free download and play last week thanks to the integration of menu and loading screen ads. According to Parks Associates numbers cited by Reuters, in-game advertising represents a $514 million market, with in-game dynamic advertising predicted to hit $675 million by 2012 in the U.S.

Read more »

"I'm pretty sure this is happening with or without 'our' consent though, because there's so many ..."
- xsoulbrothax    See all 12 comments

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

Related Topics – Eidos, Double Fusion

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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"even if its super easy its always a minority that know how to do that"
- derean    See all 16 comments

THQ and Double Fusion Team Up for Ads

Related Topics – 2K Games, THQ, Massive Inc, Double Fusion

Publisher THQ and in-game advertising firm Double Fusion today announced a multi-game deal that will see Double Fusion implement ads into several of THQ's franchises. Last year, THQ and Double Fusion announced a similar agreement, although at the time no specific brands were revealed. Today, THQ identified its Juiced, MX vs ATV, and Stuntman (preview) franchises as targets for advertising. "Through the new console cycle, we see an increasing opportunity to incorporate both integrated and dynamic in-game advertising into many of THQ's owned franchises," said THQ sales and distribution senior VP Scott Guthrie. "We look forward to working with Double Fusion and their prominent group of advertisers to deliver programs that both drive awareness for our ad partners and serve to enhance players' overall gaming experience." Double Fusion is one of the more prominent players in the in-game advertising market, having also signed agreements with major publishers such as 2K Games (Take-Two Interactive) and Midway. Its methods include the common billboard style of in-game ads as well as more involved 2D images and video and 3D objects. In a relatively short period of time, in-game advertising has become a highly valued market, with most of the industry's major publishers having announced or begun plans to integrate ads into their games. Furthermore, last May, Microsoft acquired in-game ad firm Massive Inc., and last month Google acquired in-game ad provider Adscape Media.

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"After a whole day hunting radioactive artifacts on this western-european post-apocalyptic ..."
- zehh    See all 11 comments

Late Night Consoling

  • PlayStation games come to PS3 (for PSP)

    [ps3] [psp]
    Owners of PlayStation 3 and PSP can now use their portable systems to play classic PlayStation games purchased through the PlayStation Store. Currently, the games can only be downloaded through PS3, and can only be played after being transferred via USB to a Memory Stick-equipped PSP, but Sony has promised to bring PS3-compatible versions of games to the store. The company has also indicated that at some point it will provide alternative means of purchasing the PSP versions of the games, through PSP itself or through a PC. Currently, the five following games are available, each for a purchase price of $5.99: - CoolBoarders (UEP Systems, Sony Computer Entertainment America) (283MB) - Crash Bandicoot (Naughty Dog Software, Sony Computer Entertainment America) (469MB) - Hot Shots Golf 2 (Clap Hanz, Sony Computer Entertainment America) (157MB) - Syphon Filter (Eidetic, Sony Computer Entertainment America) (385MB) - Tekken 2 (Namco, Namco Bandai Games America) The description of each game includes a disclaimer that "this title has been converted from the original PlayStation disc to the PSP (PlayStation Portable) system" and that as a result, features such as original PlayStation peripheral support and multiplayer modes will not function.
  • 2K signs in-game ad deals

    [ps2] [ps3] [xbox] [xbox360] [gamecube] [wii] [ds] [psp] [gba]
    Publisher Take-Two Interactive Software has announced an agreement with dynamic in-game advertising firm Double Fusion to provide in-game ads in up to nine games from Take-Two's 2K and 2K Sports labels. Today's announcement did not include details of what games or franchises would make use of Double Fusion's ads, though it did clarify that Double Fusion would not act as the exclusive ad provider for 2K's games on the Xbox and Xbox 360 platforms. The deal gives Double Fusion in-game ad exclusivity for the relevant 2K games on all other platforms, including last- and current-gen home consoles, portables, and PC.
  • RoboBlitz rolls to Xbox Live Arcade

    This week's Xbox Live Arcade Wednesday release was announced by Microsoft today to be Naked Sky Entertainment's single-player puzzle/action game RoboBlitz. RoboBlitz has gained some notoriety for being the first Xbox Live Arcade game to be built on Epic's Unreal Engine 3, as well as for making use of procedurally generated textures which allowed the formerly 500MB+ game to become a sub-50MB game suitable for release through Xbox Live Arcade. The game runs RoboBlitz is also available through Valve's Steam service for $14.95, and a demo is available on FileShack.
  • Halo 3 beta registration open

    As announced last week, today Microsoft opened initial registration for the upcoming Halo 3 multiplayer beta test on Xbox 360. Gamers can sign up over at the official Halo 3 site. Only those residing in the United States or Canada, of a minimum age of 17 years, will be considered. Participants must own an Xbox 360 and have an active Xbox Live Gold subscription. Microsoft has indicated that registration details for European gamers are to follow. In a note to press today, Microsoft stated that that registration "is not limited to a first-come-first-served basis" and that the company will be providing "additional ways to gain access in the coming weeks." The test is scheduled to start this spring. The new CG trailer for Halo 3 is also now freely downloadable via Xbox Live Marketplace.
  • Sony's Foster: Wii is "a more fun, intuitive sort of product"

    [ps3] [wii]
    In an attempt to downplay potentially negative effects the PlayStation brand may see in Australia thanks to the machine's high price and its release delay in that region, Sony Australia & New Zealand general manager Nic Foster inadvertently praised the machine's competition. Speaking to the Sydney Morning Herald, Foster suggested that consumers will be able to identify the PS3's many entertainment functions. "Gamers are extremely aware of what they're after and what they want," he said. "So gamers will already have a very good understanding of what PlayStation 3 offers versus what Wii offers and many of them will probably have both devices." When it came to outlining what distinguishes the PS3 and Nintendo's Wii, however, Foster was surprisingly charitable to his company's opponent. "Wii is a core gaming device. It's a more fun, intuitive sort of product to pick up," he said, "where the PS3 is a broader entertainment solution." Foster went on to point out the PS3's various multimedia functions such as Blu-ray movie playback, and access to photos and music. PlayStation 3 will launch in Australia in March 2007 at a retail price of AU$829 (US$654.58) for the 20GB model and AU$999 (US$788.81) for the 60GB model.
  • Burger King does more game deals

    [ps2] [xbox] [xbox360]
    Burger King and Microsoft recently launched a marketing campaign that saw the release of three Blitz Games-developed Xbox and Xbox 360 games sold in Burger King Restaurants. Today, the fast good giant was revealed to be involved in a marketing effort with another major video game publisher as Konami announced a tie-in program promoting the company's well known Dance Dance Revolution series of rhythm games. From December 4 to December 31, participating restaurants will include Dance Dance Revolution toys in Kids Meals, and Burger King will include DDR-themed marketing in its food packaging and television commercials. The campaign is in support of the recently released Dance Dance Revolution SuperNOVA (PS2) and Dance Dance Revolution Ultramix 4 (Xbox) as well as the upcoming Dance Dance Revolution Universe (X360).

Misc. Media/Previews

GameSpot goes hands on with Level 5's Rogue Galaxy (PS2).
GameSpot checks out Konami's Elebits (Wii) (first online-enabled Wii game?) (so do IGN, GameSpy, and 1UP). IGN checks out Hudson's Kororinpa (Wii) and Bandai's SD Gundam G Breaker (aka SD Gundam SCAD Hammers) (Wii). Movies: Metroid Prime 3: Corruption (Wii). Elebits (Wii) (trailer 1, trailer 2). Super Swing Golf (Wii). Wario Ware: Smooth Moves (Wii).
GameSpot checks out Ubisoft Shanghai and Gearbox's Brothers in Arms D-Day (PSP). IGN has a first look at EA's Theme Park DS (NDS). Movies: Phoenix Wright: Ace Attorney Justice for All (NDS).

Console Game Of The Evening [Submit Yours!]

Wario Land 2 for the Game Boy Color. "A strange departure from the first Wario Land. Wario is invincible, so the game endeavors to defeat you by making you so frustrated that you want to chuck your Game Boy out the window. Despite that, I really enjoyed it." (submitted by NERodgers)

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"Buying a product from the best company in the world ? It's totally worth it , in fact Sony could ..."
- hippolove    See all 38 comments

Late Night Consoling

Real PS3 news today! Pretty much!

  • Here is News About the PlayStation 3

    It's one of those days, you know, the ones with a big roundup of PS3 semi-news. Fortunately, there's at least a bit of information that's more conclusive than usual, or at least indicative that more conclusive news will be coming eventually. - This first item, however, is a bit more typical. The latest entity to chime in with doubts that PS3 will make its long-professed spring deadline is Japanese publisher Namco Bandai. Speaking to Bloomberg Japan, company president Takeo Takasu stated that "the spring release [is] impossible." After the merger of major publishers Namco and Bandai, the resultant Namco Bandai Holdings has become Japan's second-biggest video game and toy manufacturer. Namco Bandai is of course developing games for PS3, but Takasu states that "the release of the games depends on the timing of the hardware," and Sony has not given developers any indication of their marketing strategy. However, analyst Hiromu Takada explains, game makers have expected this gradual unveiling of the new consoles, so he does not expect it to significantly impact the industry. For its part, Sony has stated that while no changes to its official "spring 2006" release date have yet been announced, there may be a possibility of a delay. - In an interview conducted by GameDaily BIZ, Game Developers Conference director Jamil Moledina suggested that Sony will in fact have information to present about PS3 during its GDC keynote. The keynote, entitled "PS3: Beyond the Box," will be presented by SCE Worldwide Studios president Phil Harrison. Moledina also noted that Nintendo's keynote by president Satoru Iwata should have interesting information as well: "With that in mind, this [Sony] GDC keynote, along with the Nintendo keynote by Satoru Iwata, have both been in development for several months, and contain significant editorial value and developer takeaway. I strongly encourage you to attend both platform keynotes." - Chinese language website, with translation by The Inquirer, claims to have an inside source with Taiwanese manufacturer Compeq. Compeq, which manufactured parts for PSP, recently announced that it will be producing circuit boards for PS3, and MyDrivers alleges that mass production of those boards will begin by June or July. If true, it certainly rules out a spring release, but does suggest that PS3 is getting finalized and will be arriving this year rather than, as some have speculated, 2007.
  • Legendary Designers Knighted

    French language site reports that three game design luminaries have been granted knighthoods within France's Order of Arts and Letters. Two of the recipients of the honor are French: Frederick Raynal, creator of Alone in the Dark and and the Twinsen series (known as Little Big Adventure in various territories), and Michel Ancel, creator of Rayman and the excellent Beyond Good & Evil (PS2, Xbox, GCN, PC). The Order also accepts non-French contributors to the arts, however, and this year Nintendo design head Shigeru Miyamoto is also being knighted. He has the distinguished honor of sharing the rank with past non-French recipients such as James Joyce, Jackson Pollock, William Faulkner, and Oscar Peterson, as well as the slightly more suspicious Danielle Steele and Celine Dion.
  • Scurge: Hive Arriving a Bit Late

    [ds] [gba]
    Orbital Media sent word today that its 2D GBA and DS action title Scurge: Hive, which has undergone long delays, is currently slated for a release in "early June." Orbital also included a render of the game's main character.
  • Namco Bandai Makes One Announcement

    Namco Bandai today announced One Piece: Pirates' Carnival for PS2. Based on the comic series and TV series, Pirates' Carnival is an "over-the-top party game" with over 30 mini-games. It supports up to four players competing on a game board to become King of the Pirates. Few details were revealed, but the game should ship this spring. - Press release.
  • Metal Saga Told on DS

    [ps2] [ds]
    Publisher Success has announced a DS entry in the Metal Saga series, alongside the previously announced PS2 game. The DS game's title translates to Metal Saga: Season of Steel, and is being designed by series creator Hiroshi Miyaoka. The game is entirely 2D in an isometric perspective.
  • THQ Adds Some Ads

    [ps2] [ps3] [xbox] [xbox360] [gamecube] [nintendo] [ds] [psp] [gba]
    Publisher THQ announced today that it has signed a three-game deal with in-game advertising firm Double Fusion to facilitate marketing campaigns within the games. THQ's Kelly Flock said, "In-game advertising opens up new revenue opportunities for the company, and helps us deliver an exceptionally strong communications channel to our brand and marketing partners." It was not stated which games would be affected by the deal, though they include "new, original properties for next-gen and licensed properties scheduled for release this fall." - Press release. In-game advertising has been a hot topic recently, with various agencies recently signing deals with major publishers. Last month, Double Fusion entered into a similar agreemenet with publisher Midway.
  • Misc. Q&As/Features

    Game Informer chats with Clover Studio president about The Game You Will Buy (PS2). GameSpot has a developer interview on EA's The Godfather (PS2, Xbox, PSP, PC). EA sends over a target render for Superman Returns: The Videogame (PS2, Xbox, GCN, X360, PC), also explaining what's going on in the scene and what exactly a "target render" is.

Misc. Media/Previews

IGN has Famitsu-sourced details of the latest game in the Shin Megami Tensei franchise, Persona 3 (PS2). Movies: Xenosaga Episode III: Also Sprach Zarathustra (PS2).
IGN checks out Ubisoft Romania's Blazing Angels: Squadrons of WWII (Xbox, also X360, PC). GameSpy previews Indie Built's Top Spin 2 (X360, also DS, GBA). Screenshots: Test Drive Unlimited (X360). Battlefield 2: Modern Combat (X360, also PS2, Xbox).
Screenshots: Scurge: Hive (DS, GBA). Movies: Metroid Prime Hunters (DS).
GameSpot checks out Supersonic's Micro Machines V4 (PS2, DS, PSP, PC). Screenshots: Rogue Trooper (PS2, Xbox, PC).

Console Game Of The Evening [Submit Yours!]

Critical Depth for the PS1. "Amazing, creepy deep-sea atmosphere and vehicles, the Pacific Rim was one of the best MP levels of all time." (submitted by At0micGarden)

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"ok... let me explain... No one has confirmed any sort of delay. That is total bunk based on ..."
- BigT    See all 55 comments

Advertising: It's in the Game

Related Topics – Double Fusion

It looks like the budding in-game advertisement model is working well enough, so expect to start seeing more product placements in your video games in the near future. In-game ad agency Double Fusion and Nielsen Interactive Entertainment, a division of the major television market research firm, conducted a study guaging player response to ads in a game called "Metro3D." (Is anyone familiar with that game? Metro3D is also the name of a multiplatform console developer.) The research found that 50% of players found that the ads made the game world more realistic, with 21% in disagreement; 54% said it "catches your attention," with only 17% in disagreement.

"The difference rate in recall levels between the billboards that show animation and the billboards that are static aren't that great," Bendov said. "We thought 3D elements would be more memorable, and we would see a greater difference between (them). What people did remember were trucks that had things on their side, just like in real life."
The article mentions that in-game ad rates have yet to be standardized, but presumably it is a fairly lucrative enterprise. But hey, maybe the revenue generated by in-game ads will lower the retail price for gamers... Right?

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"^^^^^^ Why I love maine. (Don't know where you live however)"
- zakazi    See all 100 comments

Top Games

  1. Mount & Blade II: Bannerlord
  2. Resistance 3
  3. Lightning Returns: Final Fantasy XIII
  4. Space Pirates and Zombies 2
  5. MX vs. ATV Supercross
  6. Hearts of Iron IV
  7. DayZ
  8. Final Fantasy XIV: A Realm Reborn
  9. Grand Theft Auto V
  10. Batman: Arkham Knight

Most Anticipated

  1. Mount & Blade II: Bannerlord
  2. Space Pirates and Zombies 2
  3. MX vs. ATV Supercross
  4. Hearts of Iron IV
  5. DayZ
  6. Batman: Arkham Knight
  7. Survarium
  8. Kerbal Space Program
  9. The Walking Dead: Season Two
  10. Dragon Age: Inquisition

Top Rentals

  1. Grand Theft Auto V
  2. Beyond: Two Souls
  3. Batman: Arkham Origins
  4. Assassin's Creed IV: Black Flag
  5. Call of Duty: Ghosts
  6. Battlefield 4
  7. NBA 2K14
  8. Diablo III
  9. Madden NFL 25
  10. The Last of Us