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


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.

Filed Under
From The Chatty
  • reply
    July 23, 2007 12:44 PM

    as a huge fan of advertising i am excited to see all these new technologies used to expose me to products that i'm sure i want to buy.

    • reply
      July 23, 2007 2:20 PM

      It's good for the consumer because in-game advertising will lead to cheaper games.

      • reply
        July 23, 2007 2:23 PM

        Thanks. I haven't had a good laugh all day.

      • reply
        July 24, 2007 12:58 AM

        Did anyone even remotely reasonably expect this? Be realistic here, IMO that's just about the weakest criticism of game ads there is. They're businesses, how many other companies pass ad revenue back to the consumer huh? If you pay for cable do you think they should pass ad revenue back to you?

        Come on.

    • reply
      July 23, 2007 2:29 PM

      Little known fact: we run ads on this site not out of necessity, but because we love them so much.

      • reply
        July 23, 2007 2:35 PM

        Like all the ones that help lonely shackers get dates?

      • reply
        July 24, 2007 7:10 AM

        We love them too! Thats why mercury is so unpopular!

Hello, Meet Lola