In-game advertising firm Double Fusion announced today that it's partnered with Sony to launch the first ever dynamic video advertising on PS3. The popular PlayStation Network racing title WipEout HD will be receiving both high-definition video ads and standard definition video ad placements to supplement the HD-quality units.
The ads, which are shown during loading screens "in a number of different visual alignments," have been designed "to contextually match the game's sleek futuristic design," Double Fusion said.
"By introducing high-resolution dynamic video ads into WipEout HD, Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level," said Jonathan Epstein, CEO of Double Fusion. "The title is one of the most popular and visually stunning available on the PlayStation Network and a perfect vehicle to connect advertisers to a captivated audience. It comes as no surprise that advertisers have already signed up for WipEout HD even before the launch of the new video ad units in the game."
Double Fusion said it expects to launch dynamic in-game ads in another "handful of titles" by the end of the year as it continues to grow its network on PS3. In-game advertising is expected to reach $681 million in the U.S. by 2013, according to eMarketer.
In-game advertising is great when it's used to support free-to-play games or games that are much reduced in price, but we have to wonder if gamers will tolerate in-game ads for titles they've already paid for in full (even if they are relatively non-intrusive).
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