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Double Fusion Partners With Emergent Game Technologies For First-Ever Integration Of In-Game Advertising And Game Engine Technologies

Partnership to allow developers to more easily incorporate In-game advertising into their games

SAN FRANCISCO - September 5, 2006 - Double Fusion, the leading independent in-game advertising company, and Emergent Game Technologies have announced a first-of-its-kind partnership to integrate Double Fusion's in-game advertising technology as an inline feature of Emergent's Gamebryo Element game engine and toolkit. The integration will allow developers using Gamebryo to seamlessly incorporate in-game advertising placements from within the Gamebryo environment, just as they might add any other feature to their games.

The partnership marks the first time in-game advertising technology will be integrated directly into a game engine. Emergent and Double Fusion will provide financial incentives to publishers and developers to serve and sell their in-game advertising space.

"The earlier a developer begins work on the integration of an advertising campaign, and the more integrated the ad placement process is with the creation of the game, the more contextual and native the advertising will be," said Jonathan Epstein, president and CEO of Double Fusion. "Our partnership with Emergent means more opportunity for advertisers, more lead time for the creative and sales teams, and more ad dollars for game developers and publishers."

"As a catalyst for change in the game development industry, Emergent is giving the industry the flexibility it needs to grow and evolve in every direction-whether financially, creatively, or in terms of its fundamental business models," said Geoffrey Selzer, CEO of Emergent. "This is one more example of that strategy at work, In-game ads are a growing part of the game market landscape. For developers and publishers whose games include in-game advertising, the ability to incorporate ad placement into the development process-instead of after the fact-means that they can access in-game advertising revenues more easily and at a lower cost. We're very pleased to be working with DoubleFusion to provide these capabilities to our customers."

Emergent Game Technologies provides flexible technologies and services that give developers an unmatched range of integrated capabilities for building, testing and managing games. The company's partnership with Double Fusion was born out of their dedication to offering the best and most complete toolset incorporating all business models, coupled with Double Fusion's dedication to ease of integration.

Developers and publishers that purchase the Gamebryo engine from Emergent and reach an agreement with Double Fusion as their in-game advertising partner within three months of the engine license will receive a considerable rebate on their engine license fee.

Double Fusion provides game developers and publishers with a full end-to-end solution to take advantage of the rapidly growing in-game advertising market, projected to generate as much as $1.5 billion in revenues by 2010. Double Fusion is widely recognized as the technology leader in the in-game advertising space, with the easiest solution for developers to deploy, and with the most powerful ad serving and rendering technology that allows advertisers to move "beyond the billboard" to employ 3D interactive objects, video, interactive ads, and other exclusive and unique advertising formats.

Emergent: Redefining the craft of game development

Emergent Game Technologies provides flexible technologies and services that give developers an unmatched range of integrated capabilities for building, testing and managing games. These proven, stand-alone solutions, known as Emergent Elements, include the award-winning Gamebryo game engine used to create hit next-generation games such as Bethesda Softworks' Elder Scrolls IV: Oblivion for Xbox 360TM and PC. Emergent Elements give developers the flexibility they need to fuel creativity while reducing risk.

Emergent is headquartered in Calabasas, Calif., and has offices in Chapel Hill, NC, Walnut Creek , Calif., Austin, Texas and London. To learn more, visit

About Double Fusion

Founded in 2004, Double Fusion is the leading independent provider of dynamic in game advertising. Going beyond traditional advertising mediums to engage valuable and hard to reach gamer demographics, Double Fusion creates immersive experiences that deliver video, interactive ads, 3D objects, music and fully integrated product placements. Double Fusion's sales force and integration teams work directly with advertisers, developers, and content owners to ensure seamless execution of advertising and marketing campaigns, creating an additional revenue source for videogame publishers while protecting the gameplay experience. Double Fusion is privately held and headquartered in San Francisco, with offices in Los Angeles, New York, Jerusalem, London, and Shanghai. More information on Double Fusion is available at

DoubleFusion is a registered mark of Double Fusion, Inc. All trade marks, registered marks, brand names, registered brand names, product names, and logos found in this press release are the property of their respective owners, may be registered in certain jurisdictions, and are mentioned in this release for identification purposes only.

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