Double Fusion

According to Reuters Double Fusion a company that helps advertisers and game makers get together. They are coming out with a new piece of technology that will allow advertisers to do last minute ad campaigns in games like the way commercials are put on TV.

Game designers can now make and code specific locations for in-game ads during the development process. After the coding is done the content of the ads can be changed over the internet however the in-game locations cannot be changed and more cannot be added.

The program is called fusion.runtime. It is Double Fusion's new program that separates the in-game advertising from the development process. This will allow the game designers to make the game placements for the games and not worry about the ads themselves. Also the designers can put new ads in old completed games including old titles.

"With the fusion.runtime, you can get the code in the game, and figure out the ad-spaces later," Jonathan Epstein, Double Fusion's president and chief executive, told Reuters.

The new program adds almost unlimited flexibility to what was once a fixed constellation of advertising slots within a game, Epstein said.

"This allows advertisers to dynamically run campaigns," he said.

This could increase the growth of in-game advertising. I do not like the prospect of advertising in old titles though. Some games are classics and do not need anything else in them. It is better to just move forward and try and incorporate advertising into future gaming not past.