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Forums - Gaming - In-Game Ads Head to Gearbox Titles

elnino334 on 25 March 2008

http://www.next-gen.biz/index.php?option=com_content&task=view&id=9697&Itemid=59

By Kris Graft

 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.”