Gearbox Signs In-game Ad Deal for Upcoming Titles

March 25, 2008 1:02 PM

Gearbox Software today announced a partnership with advertising company Double Fusion to bring in-game advertising to future Gearbox titles.

Under the terms of the deal, Double Fusion is to provide Gearbox with dynamic advertising technology to support the delivery of in-game ads and integrated sponsorships in upcoming Gearbox games. The companies stated that they will "work together to ensure that all advertising programs are appropriate and add value to the gamers' experience."

As of this time, Gearbox has not disclosed which of its upcoming titles—such as Aliens: Colonial Marines (PC, PS3, X360) and Borderlands (PC, PS3, X360)—will incorporate the ads.

Several companies are expanding within the lucrative sphere of in-game advertising. EA and Microsoft recently extended a deal in which Microsoft's in-game ad arm Massive, Inc. would provide streaming advertisements for upcoming EA Sports titles on the Xbox 360.

Aaron Linde

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RomSteady

 reply
March 25, 2008 1:09 PM

I'm glad to see that Gearbox has the deal directly instead of the publisher making the deal.

In the past, in-game ad deals where the publisher has the contract has generally resulted in only one extra dollar per unit going to the developer rather than a percentage of ad income...if that.
- AllYourBase
  
   reply
  March 25, 2008 1:33 PM
  
  what does it matter who gets it? it won't make games cheaper for the consumer
  - marmite
    
     reply
    March 25, 2008 1:34 PM
    
    Yeah but if it's gearbox getting the money and not the publisher then surely that's a good thing.
  - RomSteady
    
     reply
    March 25, 2008 3:08 PM
    
    If the money goes to the developer, a developer is more likely to be able to survive making a niche product.
- marmite
  
   reply
  March 25, 2008 1:34 PM
  
  this is an excellent point.
  
  Also I imagine 40's retro advertising in BiA would not look too out of place but hopefully it will be banner ads above the multiplay scoreboard or something,
  - heartsauce
    
     reply
    March 25, 2008 2:11 PM
    
    Think you're in the wrong thread.
    - marmite
      
       reply
      March 26, 2008 4:10 AM
      
      perhaps I should be spewing forth irrational hatred of games companies?
      - heartsauce
        
         reply
        March 26, 2008 11:58 AM
        
        Perhaps. But also, your comment seems to fit better in the thread above us, where they're talking about ads that promote realism... just seemed out of place, my bad.