It's not uncommon for game industry icons to express their preferences for or against something. This time around, it's American electrical engineer and entrepreneur Nolan Bushnell. Simply put, Bushnell believes that typical in-game advertising doesn't work. More on his opinion in the full article after the jump.

Maria Sharapova is excited about Top Spin 3, but how about the fans? Perhaps in effort to haul in those reeling from Top Spin 2's mixed reception, 2K Sports launched an official web presence for the next tennis simulation for the Xbox 360, PlayStation 3, Wii, and DS. But there's also the inclusion of dynamic content from Double Fusion, a more fluid control response and feel, plus rosters to whet the appetite of the average tennis fan. But what's in store on the site itself?

A recent announcement from Double Fusion might just be the starting signal of the in-game advertising flurry for 2008's line up of games. Gearbox Software, the developers behind Borderlands, Aliens: Colonial Marines, and Brothers In Arms: Hell's Highway, have apparently signed an agreement with advertising firm Double Fusion, permitting the use of the dynamic advertising technology in future games from Gearbox. More at the full story.

Let's face it: in-game advertising is all around us, and it appears to be here to stay. Exactly how is the market view evolving, and what should the industry do about it? Double Fusion Chief Executive Jon Epstein took the time to answer those questions in a recent interview.  More on that after the jump.

Some gamers may find in-game advertisements to be nothing more than shameless plugs, while others still believe it's necessary.

In the Independent Game Conference in Austin, Gordon Bellamy goes into the subject a bit more and discusses how advertising could benefit not only the company who does the advertising, but also the game itself. He also explains why Doritos can't go multiplatform. Find out why in the full article.

It looks like whether we like it or not, more in-game advertising is coming our way as Eidos Interactive has just announced a three-year deal with in-game advertising specialists Double Fusion.

The deal between the two companies will cover ten Eidos titles, all currently in various stages of development. The ads will reportedly range from dynamically-served advertisements, which can be rotated or changed after the games' release, to deep integrations and product placements.

Eidos Interactive Chief Executive Jane Cavanagh had the following to say regarding the deal: "This is an exciting and innovative opportunity for Eidos, we're delighted to be working with Double Fusion and we fully believe that our titles will offer the perfect platform for the right media partners."

 

About a month ago, Double Fusion CEO Jonathan Epstein hinted that there might be a new Saints Row games coming up in the near future. We'll be following up that rumor with more solid news today, as publisher THQ has just sent out a press wire stating that they are indeed working on a Saints Row sequel.

This upcoming game will once again be under the development of studio Volition, and is expected to land on the PlayStation 3 and Xbox 360 consoles some time in 2008.

"The game’s worldwide success shows the growing fanaticism for open-world gaming and our talented team at Volition is now using their proprietary technology to revolutionize the genre yet again," stated Kelly Flock, THQ's Executive VP of worldwide publishing regarding the matter. Keep posted in case more details are revealed for this upcoming game.

Definitely upping the ante for the in-game content providing firm, Double Fusion is now upgrading their senior levels with game industry marketing veterans from all fronts: consoles, PCs and even MMOs. Still pending as to which company this dynamic ad content provider will be merging with, as least now they have Directors worth the company's reputation.

 

According to an official press release, Euro-based Double Fusion has appointed Daniel Best, Europe">David Miller and Itzik Ben Bassat to positions in the senior European management team. Daniel Best, former Online Commercial Manager of The Independent, is now the Sales Director for the European front.

As former Director of Brand Marketing for SEGA Europe, David Miller will now be heading the Director position of Business Development and Marketing in Europe. He has also worked for Capcom, Electronic Arts and Virgin. But perhaps most out-worldly of appointments was Itzik Ben Bassat, who is best known for being a part of Vivendi's image upgrade of Blizzard Entertainment.

Surprisingly, Ben Bassat was considered "the architect" behind World of Warcraft's success internationally, and also responsible for upgrading Big Blue from a simple games development studio to a company focused on online entertainment. If you wanted someone to blame for the lack of focus on Starcraft 2 and Starcraft: Ghost, now you've got a name.

It looks like the titles that Double Fusion touches are sure to sport lots of in-game ads for sure. This news is almost enough to make us wonder, how would PlayStation Home look if Double Fusion got the "go signal" from Sony? Downtown Tokyo? *shudder*

Sandbox video game Saints Row is on the news again, or depending on how you take this bit of information, is on the front page of the rumors section. The source is legitimate but we believe that the confirmation for this one can be determined depending on all our interpretations. Or from what the developer and publisher will tell us.

A couple of days ago, we reported that in-game advertisement provider Double Fusion just inked a deal with THQ to deliver IGAs to the publisher's highly anticipated titles. Double Fusion CEO and President Jonathan Epstein seemed happy with the partnership. So happy, in fact, that he remarked,

The agreement grants Double Fusion advertising representation across certain platforms for several of THQ's highly anticipated titles. The roster includes games based on the Juiced, MX vs ATV, Stuntman and Saints Row franchises.

We said that this depends on our and your interpretation. At one glance, one can infer that the official unwittingly hinted on a sequel to Saints Row. But you have to keep in mind that the title has already been confirmed for the PlayStation 3. So for all we know, he just meant the PS3 and Xbox 360 versions of the game.

We're really not sure but this is definitely intriguing, to say the least. How about a penny for your thoughts?

 

After just entering a deal with Aspyr Media and their flagship tennis title Top Spin, Double Fusion now gets to deliver dynamic in-game content to "a number of THQ's highly anticipated titles," including the Juiced, MX vs ATV and Stuntman series. The in-game ad firm bagged US$ 26 million late last year in sponsored finances for an aggressive move to the virtual advertising market, and seems to be on a definite roll.

Although Double Fusion won't be the primary source for advertising material, the firm will be acting the conduit for interested marketers to supply their advertising content over to the tappable bracket of adolescent and young adult male gamers.

But up against Microsoft's official in-game ad content provider Massive, the ability for Double Fusion to offer their content for games coming to the Xbox 360 will be severely hampered by Microsoft's monopolistic stand that "all dynamic in-game advertising on the Xbox 360 will be through Massive's servers and technology."

Jonathan Epstein, president and CEO of Double Fusion, said in a closing statement with the official press release, "THQ's top games reach an enormous audience, critical to effective advertising. The addition of these next generation franchises allows us to offer an even more robust network to brands and marketers."