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Double Fusion partners with Impact Mobile

New initiative to offer more options for advertisers

In-game advertising firm Double Fusion and mobile marketing specialists Impact Mobile have formed a new strategic partnership in a bid to create new ways for advertisers to reach the enormous mobile gaming audience.

Double Fusion plans to let advertisers integrate creative campaigns that utilise mobile opt-in responses, ranging from sponsored tips and tricks to secret game codes, Easter eggs and free or premium mobile content from the game.

Ashley J. Swartz, senior director of creative strategy at Double Fusion, commented: "Our deal with Impact Mobile allows us to enable our advertiser and publisher partners to expand their reach to gamers and include personalised, direct communication, with trackable results."

"Advertiser-sponsored content and information used in play is an incredibly powerful way to reach the heart of a gamer and create a positive brand experience for our advertisers. Impact Mobile's impressive background, expertise and connectivity to all major North American carriers make them the ideal partner for us," Swartz continued.

Impact Mobile's president and CEO, Gary Schwartz, added: "Double Fusion and Impact Mobile's partnership will further enhance the value of buying in-gaming media. Impact Mobile's automated marketing platforms will allow for dynamic, turnkey brand solutions. It will now be simple for a brand to open an on-going dialogue with mobile gamers and actively drive them to web or point-of-sale."

In-game advertising is fast becoming one of the most significant growth factors for the mobile industry, with serious interest from publishers looking to generate an additional revenue stream and advertisers and marketers seeking new ways to interact with an incredibly broad and diverse demographic.

Microsoft has recently announced its acquisition of in-game advertising firm Massive Inc, and with the E3 announcement of a massive mobile expansion for its Xbox Live service with Live Anywhere, in-game advertising is quickly becoming a significant catalyst for the development and expansion of mobile games and entertainment.

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