Eidos and Double Fusion enter in-game ad deal
by Ludwig Kietzmann 
on Jul 23rd 2007 12:21PM
In-game advertisements continue to walk a fine line between enhancing the believability of a game world (billboards in a modern city) and utterly destroying any semblance of it (billboards in a
medieval city). Advertising firm
Double Fusion has announced that it will be treading that line with
Tomb Raider and
Hitman publisher, Eidos Interactive, for the next three years in a newly established agreement. Gamasutra
reports that the deal will cover ten "key" titles currently in development with the publisher, though no games have been specified.
While advertisements worming their way into future
Eidos titles should be as unobtrusive and fitting to the game's environment as possible, we rather like the idea of strangling Agent 47's prey while donning an elaborate
Burger King disguise. It represents a fun gameplay mechanic
and a cautionary tale about healthy eating!
