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Double Fusion signs up Trilogy Studios

Double Fusion has announced the signing of a multi-year agreement for the provision of dynamic in-game advertising for future titles from independent developer Trilogy Studios.

Double Fusion has announced the signing of a multi-year agreement for the provision of dynamic in-game advertising for future titles from independent developer Trilogy Studios.

Founded by three former executives from Electronic Arts and Vivendi, Trilogy Studios officially opened its doors last November, and is said to be working on an episodic FPS/RPG title for next-gen platforms that will support downloadable content.

Double Fusion operates a technology platform that includes creative update and tracking capabilities, allowing Trilogy to develop environmental and integrated advertising placements that stretch beyond static billboard ads and may be implemented more comprehensively into the game's central plot.

The in-game ad firm is billing the deal as a significant development in the burgeoning dynamic ads business, claiming that it "aims to create a game franchise that will become an industry showcase for dynamically served advertising that is integrated into a game's storyline."

"We believe that Double Fusion's technology is the most innovative in-game advertising platform on the market and will allow us to most effectively and creatively integrate branded advertising placements into our title," commented Michael Pole, Trilogy Studios CEO. "As a partner, Double Fusion understands our needs and we are excited about the opportunity to integrate dynamic ad content into the game's storyline."

In-game advertising is one of the fastest growing sectors of the interactive entertainment industry, a recent report from The Yankee Group predicting a market value of USD 732 million by 2010.

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Paul Loughrey

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