Midway today announced a multi-year multi-game deal with Double Fusion to provide dynamic in-game advertising for upcoming Midway titles. In the deal Midway and Double Fusion expect to be working together to integrate real word ad campaigns into multiple next gen titles.

“Along with our strategy to create immersive, engaging content, we
believe that the technology to allow for dynamic, in-game advertising
will add a sense of cultural relevance and context for the mass-market
audience,” said Steve Allison, chief marketing officer, Midway. “Our
relationship with Double Fusion will not only add potential
incremental revenue on top of our existing static ad placements, but
allow us to work with a partner sensitive to game development and
committed to making ad placements organic and credible.”

“Double Fusion’s unique approach will allow Midway to incorporate
dynamic advertising into their leading properties, and benefit from
the tremendous market interest advertisers have in reaching the video
game audience,” said Elie Wurtman, chairman of Double Fusion.