Take-Two signs in-game ads deal with Double Fusion

Take-Two has signed a deal with in-game advertising firm Double Fusion to feature ads in games released under the 2K and 2K Sports labels.

The agreement covers up to nine titles to be released over the next two years. Double Fusion will be the exclusive representative and technology provider for 2K across all platforms except the Xbox and Xbox 360.

The selected games will feature integrated, hard-coded placements that will reach gamers regardless of whether or not their PC or console is hooked up to the Internet. Dynamic advertising placements will also offer real-time media buys and allow advertisers to track consumer response.

"The relationship with 2K represents an alignment of long term visions between our two organisations on both the current state and future direction of the in-game advertising industry," said Double Fusion CEO Jonathan Epstein.

"[2K games offer] extremely attractive, advertising-friendly environments, delivering key demographics with the flexibility, pervasiveness and accountability that only in-game advertising can provide."