In-Game Ads Head to Gearbox Titles

NEWS

In-Game Ads Head to Gearbox Titles

March 25, 2008

Brothers In Arms developer Gearbox Software has inked a deal with in-game ad firm Double Fusion to provide ad technology for upcoming Gearbox titles.

Gearbox, which is currently working on Brothers In Arms: Hell's Highway, Borderlands and the movie licensed Aliens: Colonial Marines, will be using Double Fusion's ad technology for both dynamic advertising and integrated sponsorship in undisclosed games.

Gearbox Software licensing VP David Eddings said that the ads will bring authenticity to upcoming games.

He added, "The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences.”

Today's News

Gran Turismo Races Past 55 Million Sales

Polyphony Digital’s PlayStation franchise surpasses new milestone as its latest release, Gran Turismo PSP, moves 1.8 million copies.
Ubisoft Reveals Ghost Recon: Future Soldier

French publisher lifts the lid on its latest Tom Clancy game ahead of the release of its third quarter sales results.
Nintendo Awarded $1.5 Million In Piracy Suit

Australian court orders New Super Mario Bros. Wii pirate to pay damages to compensate for loss of sales.

Recent Features

The Art Of Gaming

Leading game makers and artists discuss the co-evolution of games and art at The Art History of Games symposium.
The Making Of: Colin Mcrae Rally

WaveRace 64, Schumacher and hardcore fans. This is CMR, the first of the new console rally games.
Review: Dante's Inferno

Dante would only be delighted that his hellish visions should be inflicted on a new generation of sinners.

Keynotes

In The Dungeon: Part Three

Part three of Shadegrown Games founder Matthew Burns' experiences as a lowly game tester, working in the bowels of his publisher's building.
Memory Lane

N'Gai Croal remembers the highlights of his first decade in gaming.
In The Dungeon: Part Two

Part two of Shadegrown Games founder Matthew Burns' experiences as a game tester, in which he charts the delicate politics of the QA department.

From Edge Magazine

Time Extend: Space Channel 5: Part 2

How hot rhythm and high camp came together to perfectly express Sega’s magical difference.
Time Extend: Jet Set Radio Future

One of Sega's greatest triumphs brought a videogame Tokyo to life as a place you actually care about saving.
Performance Art

How do you instil polygons with human vitality? We talk to the digi-dramatists on the cutting edge of motion capture.
Time Extend: Ratchet & Clank 3

He’s a talking animal. He has a sidekick. He double jumps. Is it any wonder that Ratchet's so woefully misunderstood?
An Audience With: Yoichi Wada

Square Enix CEO Yoichi Wada frankly outlines his plans to transform his company and revitalise the Japanese game industry.

NEWS