Press release
Take-Two Interactive Software, Inc., through its 2K and 2K Sports publishing labels, and leading independent in-game advertising company Double Fusion, today announced that the companies have entered into a multi-title agreement (up to nine titles) for the sale of in-game advertising opportunities in a selection of 2K and 2K Sports titles.
Under the terms of the agreement, Double Fusion will be the exclusive North American and European representative for integrated advertising opportunities in select 2K titles debuting in 2007 and 2008. In addition, Double Fusion will serve as the exclusive representative and technology provider for dynamic in-game advertising across all PC and certain console platforms except for the Xbox and Xbox 360 video game and entertainment systems from Microsoft.
"Our titles offer a range of advertising and marketing possibilities for leading and niche brands, so working with a company that can effectively sell both dynamic and integrated opportunities was key to our decision," said Steve Glickstein, 2K's Vice President of Sales and Licensing. "Double Fusion's sales team immediately provides 2K with the advertising agency connections on Madison Avenue and the scale necessary to tap into the opportunities inherent in many of our games."
Select versions of 2K and 2K Sports titles will feature integrated, hard-coded placements that will offer marketers opportunities for deep integration into gameplay and storylines, reaching users of the games whether or not they are connected to the Internet. In addition, certain titles will also contain a rich array of dynamic advertising placements, allowing advertisers to reach millions of gamers through real-time media buys, while also offering consumer targeting, measurability, and flexibility in delivering advertising content.
"The relationship with 2K represents an alignment of long term visions between our two organizations on both the current state and future direction of the in-game advertising industry," said Jonathan Epstein, President and CEO of Double Fusion. "2K offers the hottest slate of sports and action games with extremely attractive, advertising friendly environments, delivering key demographics with the flexibility, pervasiveness and accountability that only in-game advertising can provide."
The partnership with Take-Two underscores Double Fusion's commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities, its commitment to maximizing revenues for its publisher and developer partners and its commitment to building a portfolio of top titles among retail PC and console games, massively multiplayer online games, casual downloadable games, and advanced online games. Double Fusion is currently seeking approval of their technology for all console platforms.
