Double Fusion, an independent in-game advertising network, has raised additional financing. The new money will allow them to expand key areas of their business.
Led by Norwest Venture Partners, the increased investments from new and existing partners will allow Double Fusion to grow their media sales division, delivery technology and international operations.
"Videogames are providing a new advertising vehicle that not only delivers a highly engaged audience, but fundamentally changes the way consumers are able to interact with brands," said Jonathan Epstein, CEO of Double Fusion. "Advertising, in turn, creates new business models for game companies that will continue to accelerate the growth of the gaming audience. The commitment and confidence of these premier financial and strategic partners is recognition of both the huge potential of the in-game advertising market, and of Double Fusion's leading position within that market."
Currently boasting deals with THQ and Midway, Double Fusion is one of the few independent in-game ad providers after Microsoft bought Massive.
"Double Fusion has outstanding market potential," said Jim Lussier, general partner at Norwest Venture Partners. "No other new advertising medium starts with a worldwide audience of half a billion consumers, or is projected to grow as quickly."
The next big game to display Double Fusion ads will be Midway's Stranglehold, a John Woo action title due for the PS3 and Xbox 360 sometime next year.