Double Fusion Tweaks Gearbox (PS3)

Today, Double Fusion and Gearbox Software announced that they have concluded an advertising deal. Under terms of the agreement, the in-game advertising firm will provide the game developer with technology to allow dynamic advertising and integrated sponsorship opportunities in upcoming Gearbox games. The two companies will work together to make certain that the ads fit the games they are in and "add value to the gamers' experience."

"Double Fusion is committed to working with game companies across the full spectrum of gaming, from hardcore to casual, and in connecting advertisers to their gaming audiences in a way that is appropriate and adds value to gamers," said Jonathan Epstein, president and CEO, Double Fusion. "Gearbox is one of the gold standard developers focused on the highest production value titles targeted at core gamers, and we're very excited to be working with them."

"Double Fusion is a successful trail-blazer in the race to connect advertisers with interactive entertainment audiences," said David Eddings, VP of Licensing, Gearbox Software. "We're incredibly focused on authenticity and we believe our partnership with Double Fusion and their advertising partners will allow our game worlds to have all the plausibility of the real world. The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences."