Double Fusion a leading independent in-game advertising provider has made its in-game advertising software commercially available. The technology, called fusion.runtime, allows publishers and developers to add advertising support to their titles after the code development has been finished. This new technology makes ad placement possible where it could not be done before. This also includes back titles and titles that are late in the development process. This technology also represents compelling advertising solutions for the casual gaming industry. "The large volume of titles launched each year requires an easy to implement solution reach the market's full potential."
Publishers can now incorporate new ad placements into their titles whether they are new or old. Also after release they can "create additional revenue potential through the development of specialized programs." This new technology allows publishers and developers a new level of flexibility for in-game ad placements that they did not have before. The development of special programs that Double Fusion refers to is also called "just-in-time advertising." According to Double Fusion they can create an in-game object for advertising even if there was previously nothing there.
One example they gave is that if an advertiser wanted to put a 3D branded blimp in the sky across multiple titles for a Fourth of July promotion they could place the blimps in the games even if a blimp was not already in the game. The technology also allows the advertisements disappear after the campaign is over. The reason this technology is so revolutionary is because in the past once a title shipped the ad placements were already locked and could not be altered. This is a huge improvement over the code based solutions. Fusion.runtime opens the door to a much broader, real-time development of custom, dynamically-served game advertising programs."
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