Double Fusion Brings Dynamic In-Game Ads to Dead to Rights(R): Retribution

SAN FRANCISCO -

- First dynamic in-game agreement for NAMCO BANDAI Games America opens advertising opportunities in upcoming titles

Double Fusion today announced that NAMCO BANDAI Games America Inc. selected the company as its first in-game advertising partner to provide dynamic in-game ads for the PLAYSTATION(R)3 computer entertainment system version of Dead to Rights(R): Retribution. Slated for a 2010 release, the game will also be released for the Xbox 360(R) video game and entertainment system from Microsoft. To incorporate the dynamic ads into Dead to Rights: Retribution, Double Fusion worked closely with the game’s developer, Volatile Games. Volatile Games integrated Double Fusion’s dynamic ad serving technology into its proprietary game engine — BlitzTech — allowing for seamless advertising integration with no gameplay impact.

With dynamic in-game advertising, marketers have the ability to reach gamers during their gameplay experience, ensuring greater engagement. In-game advertising also offers the added benefit of targeting by demographic, territory and time of day, among other metrics, and are all supported by a robust tracking system. For gamers, Double Fusion worked directly with NAMCO BANDAI Games America and Volatile Games to ensure that ad placements are not intrusive to the game play.

“Just as Double Fusion is constantly pushing the boundaries of what is possible with in-game advertising, Dead to Rights(R): Retribution will undoubtedly raise the bar for action titles,” said Jonathan Epstein, CEO of Double Fusion. “When a successful game publisher like NAMCO BANDAI Games America embraces in-game advertising, it’s a nod to the industry that the opportunities are great for all parties — publishers, developers, advertisers and gamers alike.”

A visually stunning third-person action game, Dead to Rights: Retribution allows players to seamlessly integrate different combat styles as they follow the game’s main characters — vice-cop Jack Slate and his canine companion Shadow — as they fight for justice in the crumbling metropolis of Grant City. Double Fusion is delivering dynamic billboard ads, which provide opportunities for brands to reach the game’s 17 and older demographic.

Developers and publishers interested in learning more about increasing per-title revenues through dynamic and integrated ad placement opportunities with Double Fusion should contact business@doublefusion.com.

About Double Fusion

Double Fusion (www.doublefusion.com) is the most powerful multi-platform in-game advertising network in the world. Tapping into the fast growing in-game advertising market, Double Fusion connects Fortune 500 brands to millions of video game players through its award-winning dynamic ad-serving technology and marketing services. Committed to providing free and ad-supported games for everyone, Double Fusion’s global network currently boasts over 30 top-tier game publishers providing unique game content experiences for consumers and the advertisers looking to reach them across all demographics, platforms, and game genres. Privately held and headquartered in San Francisco, Double Fusion has offices in Chicago, New York, Jerusalem, London and Tokyo.

About NAMCO BANDAI Games America Inc.

NAMCO BANDAI Games America Inc. is a leading interactive entertainment software publisher and developer based in Santa Clara, CA. The company is a part of the NAMCO BANDAI group of companies known for creating and publishing many of the industry’s top video game franchises including the PAC-MAN(R), SOULCALIBUR(R), and Tekken(R) brands. For more information about NAMCO BANDAI Games America Inc., and our products log onto www.namcobandaigames.com.

About Volatile Games

Volatile Games specializes in the creation of games for the Xbox 360 and PS3 system. Based in Leamington Spa in the UK, Volatile Games is dedicated to the creation of high-quality and high-profile boxed console games for a mature gaming audience. Volatile Games is a division of Blitz Games Studios, founded in 1990 by games industry veterans Philip and Andrew Oliver and currently one of the largest independent games developers in the world. www.VolatileGames.com

Xbox, Xbox 360, and Xbox LIVE are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.

“PlayStation,” “PS3,” and “PS” Family logo are registered trademarks of Sony Computer Entertainment Inc.

Source: Double Fusion

Dawn Zinkewich, of CJP Communications, for Double Fusion, +1-212-279-3115 ext 147, dcabral at cjpcom.com