Zachary Rodgers, "Midway Taps Double Fusion to Represent In-Game Ads." Clickz.com, February 23, 2006
"Midway Games tapped Double Fusion to sell and serve dynamic ads in multiple games over the next several years. The only title definitely included under the deal is Stranglehold, slated for release in fall 2006.
Additionally, the company hired Atari veteran Sarah McIlroy to head its in-game advertising and promotional efforts. Whereas Double Fusion will represent dynamic ad inventory such as posters and 2D video placements in 3D games, McIlroy will court advertisers seeking deeper integration with the gameplay.
The Double Fusion agreement provides for dynamic, rotating ad placements in PC games -- the first time Midway has engaged in anything other than static, permanent ad units.
Many see a great opportunity in dynamically serving ads to players of console games, but until connected consoles see wider adoption and equipment manufacturers like Sony and Microsoft decide how to approach the market, PC-based games are bound to provide the most inventory."