Sony, Double Fusion sign in-game ad deal

by Jason Dobson { Jul 10th 2008 at 7:00PM }

Clearly Sony has warmed up to the idea of garnishing gameplay with advertising, as the company has inked a new deal with in-game ad firm Double Fusion to deliver ads in games running on the PS3. The deal is Sony's second in as many months, following a similar partnership last month with competing ad firm IGA Worldwide.

As mentioned previously, the move, while contrary to comments made by Sony's own CEO Howard Stringer, keeps with the PS3's recently opened advertising platform, which allows company like Double Fusion to sink their advertising teeth into Sony's console. Notes SCEA senior VP Phil Rosenberg, "PS3 is open for the ad business," though we imagine that by "PS3" he really meant to say "our wallet."

Tags: double-fusion, doublefusion, in-game-ads, in-game-advertising, sony

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Reader Comments (Page 1 of 1)

Ranko @ Jul 10th 2008 7:05PM

Beware of zombies with sandwich boards.

Mr.ESC @ Jul 10th 2008 7:12PM

Awwww Brains,brains,Eat Fresh,Brains.

343 Guilty Fart @ Jul 10th 2008 7:54PM

Five dollar foot brains...

Splurge @ Jul 10th 2008 7:08PM

Resistance II: Return to McDonald's

I am McSeeing it.

NukeAssault @ Jul 10th 2008 8:21PM

So this means we get free stuff from them for putting ads in right...RIGHT?

NukeAssault @ Jul 10th 2008 8:22PM

Err... forgot to un reply... I was gonna say...

Seeing is Mclieving... >_>

Hyams @ Jul 10th 2008 7:12PM

As long as it's nothing more intrusive than what's in MGS4, and fits within the contex of the game, I'll have no problem with it. If I see a Mac computer in God of War III, though, I'm probably gonna be a little pissed.

LaughingTarget @ Jul 10th 2008 7:19PM

Defenitely, it would make no sense. Zeus is a Unix user, and he makes all the rules.

Mr.ESC @ Jul 10th 2008 7:20PM

Suddenly I imagined Kratos talking in the game about erectile dysfunction.

browntown @ Jul 10th 2008 8:42PM

If it makes sence in the game fine, like in mgs4, but i think it's a good idea as long as it keeps psn free and it improves the quality of ps3 games that 3rd parties are puttin gout.

BigD145 @ Jul 10th 2008 7:14PM

Yet another reason not to get a PS3. I'm guessing this sort of thing will be in the next firmware update. Every button will be some logo not belonging to Sony.

LaughingTarget @ Jul 10th 2008 7:21PM

Nintendo is the only one left not doing this. Nintendo's online plans are starting to make sense. Advertisers can't target you if you don't have your friend code.

BigD145 @ Jul 10th 2008 8:32PM

Coke? McDonalds? Oh, man I've never heard of any of those companies before but I certainly do have my friend code memorized. I need me some advertising to tell me more about what colors some companies use in their logos.

/dripping sarcasm

browntown @ Jul 10th 2008 8:40PM

The 360 dashboard has adds, but noone seems to care

BigD145 @ Jul 10th 2008 9:00PM

I care. Advertising pisses me off. I'm glad I don't have a 360 so I'm not inundated by that crap. People that don't care are apathetic and don't want to care. They expect advertising to the extent that they can sing out any company ditty at will but they have to ask for directions to the McDonalds on 3rd street when they're standing on the corner of 2nd and Main and they can't find a sign that says, "McDonalds. One block ahead."

Christopher Exantus @ Jul 10th 2008 9:17PM

@browntown

Well I don't care because it's not like the ads are clogging up the 360 menu. Also at least most of the ads are gaming related and they helped me quite a few times in finding out about a demo or a trailer I had no idea came out.

Trethan @ Jul 11th 2008 1:27AM

"People that don't care are apathetic and don't want to care."

Or maybe in the case of the dashboard, they don't view them as ads at all, but rather helpful links to things they might be interested in. I've never thought of them as ads, rather a "Hey, the CoD5 trailer just went live, if you want to check it out!" Half the time whatever is on there isn't even for sale. (Yet.)

Of course, user experience may vary. Instead of being "apathetic", some people may choose to get bent out of shape about something exceedingly trivial and go rant on message boards. I've heard of that happening.

Dustin @ Jul 10th 2008 7:16PM

I don't mind. As long as it keeps PSN free! Ads a sense of realism to games too, like GRiDs ads.

Mr.ESC @ Jul 10th 2008 7:26PM

If the ads only appeared in Home, PStore and in the main interface that wouldn't be bad but I hope it is limited to Madden and certain games (That I won't play).

Mr.ESC @ Jul 10th 2008 7:18PM

Wait a second.

In-game ads? I mean if they are in the interface like in the xbox live no problem I can easily ignore them but in game? That would totally suck.

Another question this is just for a few first party titles or it would be applied to 3rd party titles?

Brucie B @ Jul 10th 2008 7:20PM

All down hill now... lmao

Tez (PSN: Tezasaurus) @ Jul 10th 2008 7:20PM

This looks like it will combine two classics: Resident Evil and free porn.

The Fatass of Kickassness @ Jul 10th 2008 7:24PM

The two have been combined for years. You just need to know where to look.

LaughingTarget @ Jul 10th 2008 7:29PM

Zombie porn is nasty.

The Fatass of Kickassness @ Jul 10th 2008 7:34PM

No, it's nas-tay.

and yeah, there's a difference.

Neebs @ Jul 10th 2008 7:34PM

Hey, that free porn link doesn't work.

Mr.ESC @ Jul 10th 2008 7:41PM

Try this one http://tinyurl.com/29uc8d

Neebs @ Jul 10th 2008 8:21PM

Hot, thanks.

Rask @ Jul 10th 2008 7:36PM

I was playing Guitar Hero 3 the other day in the Japan stage scene and the billboards had ads for Rogers Communications and Subway..

I was disheartened.

mcatrage @ Jul 10th 2008 7:57PM

So how do I click in game?

Uh for the Coke I mean, I like soda.

browntown @ Jul 10th 2008 8:37PM

I don't mind

Red Leader @ Jul 10th 2008 8:54PM

First they get into our video games with product placement, next we'll see full blown popups. WHERE DOES IT END!?

farfisa @ Jul 10th 2008 9:07PM

It ends here, Red Leader.

Markez (MKWii 4339-2878-5120) @ Jul 10th 2008 9:18PM

So ah, if games are going to start having shameless in game advertising like movies, does that mean videogames are making progress in the games as art department?

I'm confused.

Ryoga Vee @ Jul 10th 2008 10:35PM

Double Fusion is a horrid company. Spotty work, they never meet their deadlines. and ignore most of the partners they work with.

Eh.. seems right in line for Sony.

Bones3D @ Jul 11th 2008 12:57AM

Any bets on how long until we start seeing game console titles that can't played at all until it can access the ad server?

Or, how about this... games that force you to sit through ads with no way to skip them before you can access the game's menu? (Like our movies on DVD that we knowingly pay over $20 for, despite the inevitable harassment that awaits us.)

It will eventually happen... simply because we're dumb enough to tolerate it to get our immediate fix, rather than doing the smart thing and returning these defective items to the store for a refund.

Rob @ Jul 11th 2008 11:01AM

If I know there are unskippable ads on the DVD, I give second thoughts about buying it.

adisasmita @ Jul 11th 2008 5:34AM

As long as Sony share their profit from in-game ads to the game-buyers by reducing the price of the game (free will be better), then there will be no objection from me.

VM @ Jul 11th 2008 8:52AM

"As long as Sony share their profit from in-game ads to the game-buyers by reducing the price of the game (free will be better), then there will be no objection from me."

Why would they reduce the price of the game?

Are the Xbox360 games with in-game advertising reduced in price? Are the PC games with in-game advertising reduced in price? No for both.

This isn't new, guys. PC games and Xbox360 games have been doing this for a while now. Sony is actually late to the party here. Stop trying to make it seem like this is strictly a Sony thing.