Today, Double Fusion announced a new partnership with Impact Mobile. This new alliance will "offer advertisers the ability to combine the power and impact of in-game advertising with the direct response capabilities enabled on mobile phones." Additionally, messages sponsored by advertisers can be activated in-game through ads inserted dynamically, which include a cross-carrier SMS shortcode and a simple keyword, letting the gamer opt-in and receive tips, PINs and other content via their cell phone.

"Our deal with Impact Mobile allows us to enable our advertiser and publisher partners to expand their reach to gamers and include personalized, direct communication, with trackable results" said Ashley J. Swartz, senior director of creative strategy at Double Fusion. "Advertiser-sponsored content and information used in play is an incredibly powerful way to reach the heart of a gamer and create a positive brand experience for our advertisers. Impact Mobile's impressive background, expertise and connectivity to all major North American carriers make them the ideal partner for us."

"Double Fusion and Impact Mobile's partnership will further enhance the value of buying in-gaming media," said Gary Schwartz, president and chief executive officer of Impact Mobile. "Impact Mobile's automated marketing platforms will allow for dynamic, turnkey brand solutions. It will now be simple for a brand to open an on-going dialogue with mobile gamers and actively drive them to web or point-of-sale."