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Double Fusion appoints new Euro MD

Frank Sagnier, formerly VP of European online publishing at Electronic Arts, has joined in-game advertising firm Double Fusion as European managing director.

Frank Sagnier, formerly VP of European online publishing at Electronic Arts, has joined in-game advertising firm Double Fusion as European managing director.

Sagnier also held the role of European marketing VP at EA, working on the Sims, FIFA and Harry Potter franchises, before building the EA Partners European business division.

After joining the online publishing division he helped to launch casual game portal Pogo in the UK and Germany, plus a new PC digital distribution service and dynamic in-game advertising for EA titles.

It's not the first time an EA executive has left the company to join Double Fusion - in August last year, former sales director Jule Shumaker also took on a new role at the in-game ads firm.

In a statement, the company described Sagnier's appointment as "a clear indication of the aggressive growth plans Double Fusion has for Europe".

CEO Jonathan Epstein added, "Frank has been a major force within the European publishing scene for the past 12 years. His knowledge of the key players, and the machinations of the European publishing scene, will obviously help us to fast track our efforts in Europe."

Sagnier commented, "Itâs early days, but in-game advertising is already becoming hugely exciting as major brands wake up to the true potential this unique medium has to offer. Weâre also beginning to see the major interactive brands placing in-game advertising at the core of their future growth strategies."

News of Sagnier's appointment comes alongside the announcement that Double Fusion has extended its in-game advertising deal with THQ. According to DF, the new roster "includes games based on the Juiced, MX vs. ATV and Stuntman" franchises.

"Through the new console cycle, we see an increasing opportunity to incorporate both static and dynamic in-game advertising into many of THQâs owned franchises," said THQ's Scott Guthrie.

"We look forward to working with Double Fusion and their prominent group of advertisers to deliver programs that both drive awareness for our ad partners and serve to enhance playersâ overall gaming experience."

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Ellie Gibson

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Ellie spent nearly a decade working at Eurogamer, specialising in hard-hitting executive interviews and nob jokes. These days she does a comedy show and podcast. She pops back now and again to write the odd article and steal our biscuits.

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