Double Fusion And Vykarian Partner To Enable Turnkey 3D In-Game Ad Solution
SHANGHAI - August 27, 2006 - Double Fusion, the world's leading independent in-game advertising company, and Vykarian, a leader in 3D game art production, announced today a strategic partnership that will provide a turnkey solution for advertisers and agencies that want to promote their products to gamers using the most engaging form of in-game advertising, 3D ads.
Double Fusion's technology allows marketers to place their actual products or other 3D models (like storefronts or celebrity avatars) as part of their in-game advertising campaigns. In a recent study conducted by Nielsen Interactive, 3D in-game advertising was shown to provide significantly greater impact and recall than other advertising formats.
"3D ads put advertisers in the game," said Jonathan Epstein, president and CEO of Double Fusion. "Until now, most advertisers haven't had direct experience in creating 3D ads. Our partnership with Vykarian creates a turnkey pathway for the smart marketers who want to take advantage of this high-impact approach, supported by the best creative talent in the business."
Vykarian was established in 2003 by CEO Xin Chung, a gaming industry veteran, and creative director American McGee, one of the world's top game design innovators, to provide a scalable AAA 3D production solution for top game publishers and developers. The company produces 3D models and other art assets for more than half of the top 10 game publishers.
"3D advertising brings products to life in games," said Vykarian's Chung, "but they have to look as good as the games themselves. Producing 3D models that look their best in the new generation of high-definition consoles and PCs requires large-scale technical production capabilities. With Double Fusion we're now able to offer these services to the innovators among in-game advertisers."
The companies are working together to offer outsourced 3D production services for advertisers or agencies that don't have existing production solutions. Vykarian's VYKnet system provides these advertisers a secure, online dashboard that is used to ensure that the 3D models created meet the approval standards of both the game publisher and the advertising agency.
Both Double Fusion and Vykarian fully understand the careful balance of ad integration and play value which has to be achieved for advertising to succeed with today's gamers.
"Integrating 3D models and animation enables advertisers and game designers to create advertising experiences that game players actually enjoy," said American McGee, creative director of Vykarian, who leads the advertising creative team. "3D takes in-game advertising to a whole new realm."
McGee's latest title, Bad Day LA, which ships in October, will feature in-game advertising placements enabled and sold by Double Fusion.
Innovating on proven models of advertising in print, television, and the Internet, Double Fusion is shaping the future of 3D in-game advertising through its technology and creative leadership. By pioneering solutions 3D in-game ads, Double Fusion is expanding revenue opportunities for advertisers, while facilitating publishers' ability to place ads without compromising the game experience.
"This partnership underlines our commitment to offer the most flexible range of ad placement solutions, from customized 3D product placements such as cars and mobile phones, to integrated ad-sponsored game features which enhance game play," noted Epstein.
About Double Fusion
Founded in 2004, Double Fusion is the leading independent provider of in-game advertising technology and sales solutions. The company's technology allows publishers to integrate brands and product advertisements within connected PC and video games. Double Fusion's sales force and integration teams work directly with advertisers, developers, and content owners to ensure that advertising and marketing campaigns are seamlessly incorporated into each individual project. Going beyond traditional advertising mediums, Double Fusion creates immersive experiences that deliver music, video, 3D objects and fully integrated product placement. Double Fusion is privately held and headquartered in San Francisco, and also has offices and sales affiliates in Los Angeles, New York, Jerusalem, London, and Shanghai.
About Vykarian
With headquarters in China's video game capital of Shanghai, Vykarian has worked with the world's largest game publishers and developers to execute numerous AAA game outsourcing projects. Vykarian strives to provide highest quality production and service to advertisers and game developers.
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