Today, Midway announced that they have broadened their in-game advertising strategy by partnering with Double Fusion. Both companies will work on integrating ads into next-gen titles, Stranglehold being mentioned specifically. Under terms of this agreement, "Midway titles are to incorporate Double Fusion's dynamic ad-serving technology to serve advertising campaigns which will be sold by Double Fusion's worldwide sales force."

"Along with our strategy to create immersive, engaging content, we believe that the technology to allow for dynamic, in-game advertising will add a sense of cultural relevance and context for the mass-market audience," said Steve Allison, chief marketing officer, Midway. "Our relationship with Double Fusion will not only add potential incremental revenue on top of our existing static ad placements, but allow us to work with a partner sensitive to game development and committed to making ad placements organic and credible."

Added Elie Wurtman, chairman of Double Fusion, "Double Fusion's unique approach will allow Midway to incorporate dynamic advertising into their leading properties, and benefit from the tremendous market interest advertisers have in reaching the video game audience."