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Double Fusion appointments

Jana Friedman and Aaron Lassila join in-game ads agency.

SAN FRANCISCO – September 22, 2008 – Leading independent in-game advertising company Double Fusion has responded to its growing games network and advertiser demand with the addition of dedicated media sales experts in Teen, Male 18-34, and Female 18-49 consumers.

Conde Nast and Electronic Arts (EA) sales superstar Jana Friedman was brought on as Vice President of Sales, Casual Games Group. Her responsibilities include leading the company’s rapidly growing representation of in-game advertising opportunities appealing to marketers targeting teens and adult female consumers, including the recently announced additions of Habbo USA and Yahoo! Games. Additionally, Friedman will be focused on the expansion and management of Double Fusion’s New York sales office.

Additionally, the company promoted their current branded entertainment expert Aaron Lassila to Senior Director of Sales, Core Games Group. Lassila will be responsible for helming an expanding national sales team focused on in-game advertising opportunities with traditional ‘core game’ 18-34 male consumers, including the company’s recently announced global partnership with Sony PlayStation® 3.

“Double Fusion is committed to delivering our advertisers the best in-game marketing opportunities across all the demographics that play games,” says Julie Shumaker, SVP of Advertising Sales and recently named GM of Double Fusion’s Core Games Group. “Jana and Aaron’s combined 18 years of experience in reaching female and male consumers respectively through games media sets the stage for Double Fusion’s continued sales force and market expansion.”

Jana Friedman is a career media sales professional with more than 10 years of advertising sales experience. She served as Senior Director of Online Ad Sales at Electronic Arts, where she oversaw a national team that was responsible for generating advertising revenue primarily on EA’s online platforms which included,, and The Sims Online Communities. Under her leadership, EA’s ad sales division developed innovative media programs and marketing solutions for companies on the cutting edge of brand innovation. Friedman pioneered some of the ad industry’s first video game deals and has led the recent advertising surge in the casual games segment. Throughout her career at EA, she worked with Fortune 500 companies including Reebok, Verizon, DaimlerChrysler and Clorox, among others. Most recently, Friedman served as Associate Publisher of, Conde Nast’s premier bridal site. Jana’s team created unique programs that helped clients reach the highly targeted bridal audience, executing successful campaigns for a broad-reaching client list that included Discover Card, JC Penney, and Macy’s.

Aaron Lassila steps into the leadership role of the Core Games Group sales team after overseeing Double Fusion’s Branded Entertainment business, where his focus was the delivery of holistic videogame media programming to third party brands. Over time, Lassila has established himself as the category expert within the space, building more deals in the sports entertainment category than any player in the in-game advertising business, and annually renewing top deals in the industry with partner brands Nike, Coca-Cola and Toyota. Prior to Double Fusion, Lassila was EA’s Senior Manager of Sales, Videogame Advertising & New Media. As a leading member of the In-Game Advertising group at EA, Lassila leveraged his experience in sports and event sponsorship in developing relevant advertising programs for consumer marketers in EA's global best-selling EA SPORTS and EA GAMES branded interactive entertainment titles. In this capacity, he established in-game advertising campaigns with key top 100 advertisers who wished to tap into EA's core demographic, the increasingly elusive 18-34 year-old male. Lassila's time at EA, which began in 2003, included the largest EA Online deal (within's casual offering) and establishment of EA as the number one direct seller of integrated advertising placements in games.

Advertisers interested in opportunities within the Double Fusion Network should visit

About Double Fusion

Double Fusion reaches more consumers across the broadest range of demographics than any other game advertising network. Utilizing their award-winning fusion.sdktm and fusion.runtimetm dynamic in-game ad serving technologies originally developed for AAA hard core graphic intense 32 bit video games, the company has successfully expanded the idea that any game type, genre, or platform can harness the power of advertising. Double Fusion currently boasts over 30 top-tier game publishers in a portfolio reaching gamers from 12 to 49 years old. The network’s acclaimed integrated marketing solutions continue to inspire Fortune 500 companies to get in the game with groundbreaking advertising campaigns. Privately held and headquartered in San Francisco, Double Fusion has offices in Chicago, New York, Jerusalem, London and Tokyo. More information about Double Fusion is available at


Sibel Sunar / Brian Rubin

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