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Gamebryo Engine To Have In-game Ad Feature

Thur, 7 September 2006
by: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it | source: Double Fusion | thanks: Yahoo! News

Putting ads in games will be easier than ever

Bless 'em

If any developers thought putting ads in their games was just too much trouble, advertising company Double Fusion has come to the rescue. The company's advertising technology will be integrated into the Gamebryo game engine, which has been used for such high profile games as Civilization IV and The Elder Scrolls IV: Oblivion. Through the use of drop-down menus, designating an ad placement area will be just like adding a texture to an object.

In addition, developers who license the Gamebryo engine will receive a discount if they also strike a deal with Double Fusion within three months of purchase.

Fortunately, Double Fusion is stressing the importance of contextually relevant ads and is quick to acknowledge the problems of inappropriate placements:

"In the U.S. market, the users wouldn't like it, the advertisers wouldn't want it, and the game companies wouldn't do it," [Double Fusion CEO Jonathan Epstein] said. "But there's tremendous opportunity for games that involve roaming around New York City, driving a car on a race track, or playing a sport in a stadium, there are tremendous opportunities."

- Yahoo! News

With in-game advertising expected to be worth US$1.5 billion by 2010, it's become a big business.

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