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Double Fusion partners with Vykarian to provide 3D in-game ad solution
October 31, 2006
SHANGHAI: Double Fusion, the world's leading independent in-game advertising
company, and Vykarian, a leader in 3D game art production, announced today
a strategic partnership that will provide a turnkey solution for advertisers
and agencies that want to promote their products to gamers using most
engaging form of in-game advertising, 3D ads.
Double Fusion's technology allows marketers to place their actual products,
or other 3D models (like storefronts or celebrity avatars) as part of their
in-game advertising campaigns. In a recent study conducted by Nielsen Interactive,
3D in-game advertising was shown to provide significantly greater impact and
recall than other advertising formats.
"3D ads put advertisers in the game," said Jonathan Epstein, president and
CEO of Double Fusion. "Until now, most advertisers haven't had direct
experience in creating 3D ads. Our partnership with Vykarian creates a
turnkey pathway for the smart marketers who want to take advantage of
this high-impact approach, supported by the best creative talent in the business."
Vykarian was established in 2003 by CEO Xin Chung, a gaming industry veteran,
and creative director American McGee, one of the world's top game design
innovators, to provide a scalable AAA 3D production solution for top game
publishers and developers. The company produces 3D models and other art
assets for more than half of the top 10 game publishers.
"3D advertising brings products to life in games," said Vykarian's Chung,
"but they have to look as good as the games themselves. Producing 3D models
that look their best in the new generation of high-definition consoles and
PCs requires large-scale technical production capabilities. With Double
Fusion we're now able to offer these services to the innovators among
in-game advertisers."
The companies are working together to offer outsourced 3D production
services for advertisers or agencies that don't have existing production
solutions. Vykarian's VYKnet system provides these advertisers a secure,
online dashboard that is used to ensure that the 3D models created meet
the approval standards of both the game publisher and the advertising agency.
Both Double Fusion and Vykarian fully understand the careful balance
of ad integration and play value which has to be achieved for
advertising to succeed with today's gamers.
"Integrating 3D models and animation enables advertisers and game designers
to create advertising experiences that game players actually enjoy," said
American McGee, creative director of Vykarian, who leads the advertising
creative team. "3D takes in-game advertising to a whole new realm."
McGee's latest title, Bad Day LA , which ships in October, will feature
in-game advertising placements enabled and sold by Double Fusion.
Innovating on proven models of advertising in print, television, and the
Internet, Double Fusion is shaping the future of 3D in-game advertising
through its technology and creative leadership. By pioneering solutions
3D in-game ads, Double Fusion is expanding revenue opportunities for
advertisers, while facilitating publishers' ability to place ads without
compromising the game experience.
"This partnership underlines our commitment to offer the most flexible
range of ad placement solutions, from customized 3D product placements
such as cars and mobile phones, to integrated ad-sponsored game features
which enhance game play," noted Epstein.
For more information on Vykarian contact Mrs. Nicco Feng on (+86) 21.5239.0294
or email hr [at] vykarian.com
or visit http://www.vykarian.com.
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Notes for Editors
About Double Fusion
Founded in 2004, Double Fusion is the leading independent provider
of in-game advertising technology and sales solutions. The company's
technology allows publishers to integrate brands and product
advertisements within connected PC and video games. Double Fusion's
sales force and integration teams work directly with advertisers,
developers, and content owners to ensure that advertising and
marketing campaigns are seamlessly incorporated into each individual
project. Going beyond traditional advertising mediums, Double Fusion
creates immersive experiences that deliver music, video, 3D objects
and fully integrated product placement. Double Fusion is privately
held and headquartered in San Francisco , and also has offices and
sales affiliates in Los Angeles, New York, Jerusalem, London, and Shanghai.
About Vykarian
Vykarian has worked with the world's largest game publishers
and developers to execute numerous AAA game outsourcing
projects. Vykarian strives to provide highest quality
production and service to advertisers and game developers.
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