New Double Fusion tech puts game ads in existing titles

New Double Fusion tech puts game ads in existing titles
Michael French

By Michael French

September 4th 2007 at 11:07AM

Fusion.Runtime tool debuts with support from NCsoft and Oberon

Game advertising firm Double Fusion has unveiled its new Fusion.runtime technology - a tool which lets developers retrofit in-game ads to existing titles without altering their code.

Via what Double Fusion calls "just in time advertising", Fusion.runtime lets games that are either finished or late in the development cycle be incorporated with in-game ads.

The software uses the same back-end systems as Double Fusion's code-based tech Fusion.sdk, with the runtime version patching the game executable for integration.

NCsoft has confirmed that it too will be using both the runtime and Fusion.sdk components in new MMOs as well, while casual games firm Oberon will be using the technology across its casual games portfolio.

Chief technology officer and co-founder of Double Fusion, Hillel Rom, commented: “For those game makers that don’t have time in their development process to incorporate an SDK, or want to add advertising to back catalog titles, or perhaps want to avoid bothering the original developer in the case of games licensed from other regions, fusion.runtime opens up the revenue possibilities by delivering great advertising experiences. ”

Double Fusion also thinks the new technology can win over those developers perhaps reticent to the idea of in-game advertising due to technical reasons.

Jonathan Epstein, CEO of Double Fusion, added: "For developers, we are countering what has been one of the biggest challenges until now: incorporating the ad integration process into what is already an amazingly complex development project."