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Double Fusion: In-game Ads Can Aid Design

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Double Fusion: In-game Ads Can Aid Design

Double Fusion: In-game Ads Can Aid Design
Published by wes213 on Sunday, November 25, 2007
Tagged: Gaming, Xbox 360,
According to Double Fusion, the dynamic networks used by in-game advertising companies to monitor player behavior data can be used to aid processes such as level design.

Frank Sagnier, the European MD of in-game advertising specialist Double Fusion, told Develop that advertising placed in game environments can be used to monitor the popularity of in-game areas, which in turn can aid designers’ creation of new locations.

“Developers are starting to realize that there is a benefit to having this tool running underneath their game,” he said.

“For massively multiplayer games and virtual worlds we have developers asking us to look into where players are going and what they see. We can track the ads to see that players are going to certain spots.

“It’s difficult to know what environments work when you’re designing a game in a vacuum, but when it comes to MMOs you can update the game based on player behavior. Really, consumers can control the design of a game. Because we can track the data on what they are looking at and doing, we can help developers design their games better.

Double Fusion recently released a new technology which separates in-game advertising from the development process, enabling advertisers to implement new ads in already completed games and back catalog titles. Already being utilized by Ubisoft, NCsoft and casual game publisher Oberon Media, the technology, dubbed fusion.runtime, aims to offer companies much more flexibility in their approach to advertising strategies, and ensure that the implementation of adverts doesn't hamper the development process.

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