Double Fusion

About Double Fusion

Double Fusion was a technology company specializing in dynamic in-game advertising. Founded in 2004, the company established itself as an independent provider of ad-serving technology and marketing services for the video game industry. It connected major brands with millions of video game players through its multi-platform network.

The company's core business model revolved around providing a full end-to-end solution for game developers and publishers to incorporate advertising into their games, creating an additional revenue stream. Double Fusion's technology allowed for the seamless integration of various ad formats, including dynamic billboard ads, 3D interactive objects, and video, without impacting gameplay. A key innovation was its fusion.runtime program, which separated the ad placement process from game development. This enabled developers to create new advertising spaces in completed games, including older titles from their back catalogs, offering unprecedented flexibility for advertisers to run dynamic campaigns.

Double Fusion's clients included Fortune 500 brands looking to reach the 17-and-older gaming demographic, as well as top-tier game publishers like NAMCO BANDAI, Ubisoft, and NCsoft. The company's sales force worked directly with advertisers and developers to execute customized campaigns. In 2006, Double Fusion acquired Eiko Media, an in-game agency specializing in product placements and storyline integrations, further enhancing its capabilities to build contextual advertising opportunities. The firm also expanded its network to include web properties, such as the video game-centric search engine Wazap, to offer advertisers multiple touchpoints with the gaming audience.

The company was privately held and headquartered in San Francisco, with additional offices in Chicago, New York, Jerusalem, London, and Tokyo. At its helm was Jonathan Epstein, who served as President and CEO.