Take-Two and Double Fusion make in-game ad deal

Posted Dec 4, 2006 at 1:18PM EST by QJ Staff

Listed in: Wii, PS3, Xbox 360, PC Gaming Tags: 2K Sports, in-game ads, Take-Two Interactive

As much as we don't like in-game advertising, you have to admit that it's going to pop up in games a little more each year. Liking it or hating it is definitely situational, since we can laugh at the absurdity of Sam Fisher using Nivea's beauty products and get annoyed at ads for Chuckie Cheese in the middle of an epic, 22nd century FPS.

We guess you'll just have to wait and see gamers' responses when they hear that Take-Two Interactive has sprung a deal for in-game ads for a little while.

We got word that Take-Two and in-game advertising company Double Fusion got into a multi-title deal to sell in-game ad space in up to nine 2K and 2K Sports titles. What that might mean is that Double Fusion provides the tech for putting in ads, while they try to sell the in-game ads to the highest bidder. Either that or Double Fusion already has some specific sponsors that hired them for plugging, making this the perfect fit for their plans.

For the most part, we actually don't mind so much if its a sports game. It's hard to imagine the NBA without those ads on the sidelines, and if they can keep the realism there (no Vote for Pedro in 2008 ads, for instance), then it'll just be another one of those nifty little touches that might keep the game price down. We have no idea how they'll make it a sensible addition into 2K's action titles, but we're praying 2K has more sense than other gamemakers to keep the ads contextual or, at least, unobtrusive.

So long as we don't start hearing news of Hideo Kojima giving Solid Snake an in-game Viagra placement for Metal Gear Solid 4, then it's definitely not as bad as it seems.

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Take-Two and Double Fusion make in-game ad deal

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