New appointments at in-game ad company Double Fusion will bolster the firm's "dual focus" on casual and core games, officials said Monday.

Ex-EA online ad sales exec Jana Friedman will join Double Fusion as VP of sales, casual game group. She'll be targeting online products such as Habbo USA and Yahoo! Games.

Friedman, who also worked for The New Yorker and Vogue publisher Conde Nast, will additionally lead expansion of Double Fusion's New York sales office.

An internal promotion will also place Aaron Lassila in the sr. director of sales, core games group position. He previously led Double Fusion's branded entertainment business. He's now commissioned to lead expansion of a national sales team with a focus on in-game ads in core games, targeting 18-34 year-old males.

Lassila will also spearhead Double Fusion's efforts in the firm's ad partnership with Sony.