Double Fusion to Work with Publishers and Marketers to Deliver In-Game
Advertising On PLAYSTATION(R)3
FOSTER CITY, Calif. and LONDON, July 10 /PRNewswire/ -- Sony Computer
Entertainment America (SCEA) and Sony Computer Entertainment Europe (SCEE)
today announced a partnership with Double Fusion to deliver dynamic in-game
advertising on PLAYSTATION(R)3 (PS3(TM)). Double Fusion will leverage its
expertise, technology and sales force, working with publishers and
advertisers to create effective marketing programs for brands targeting
PS3's coveted gamer demographic.
"PS3 is open for the ad business," said Phil Rosenberg, Senior Vice
President, SCEA. "We are very excited about hosting contextually relevant
and well-crafted creative advertising on PS3. PlayStation is taking a major
role in enabling this fast-developing sector that is both positive and
inevitable for the games medium."
PS3 provides advertisers with a direct avenue to reach the highly
targeted, sought after gaming demographic, and has sold more than 13M units
worldwide. DFC Intelligence forecasts that sales for the current generation
of game systems including portable devices will pass the 180 million mark
by 2011, reiterating the potential for the in-game advertising market. The
worldwide in-game advertising industry is expected to grow 1,150 percent to
$971.3 million between 2006 and 2011 according to the Yankee Group.
"We have already received tremendous support from publishers who want
to incorporate ads into their PS3 games, across all of the regions of the
world," Jonathan Epstein, president and CEO, Double Fusion, said. "We are
very excited to work with SCE on this and PS3 will add a vast number of
players to our already robust network. SCE's participation strengthens the
in-game advertising ecosystem."
About Sony Computer Entertainment America Inc.
Sony Computer Entertainment America Inc. continues to redefine the
entertainment lifestyle with its PlayStation(R) and PS one(R) game console,
the PlayStation(R)2 computer entertainment system, the PSP(R)
(PlayStation(R)Portable) handheld entertainment system, the ground-breaking
PLAYSTATION(R)3 (PS3(TM)) computer entertainment system and its online and
network services PLAYSTATION(R)Network and PLAYSTATION(R)Store.
Recognized as the undisputed industry leader, Sony Computer
Entertainment America Inc. markets the PlayStation family of products and
develops, publishes, markets and distributes software for the PS one game
console, the PlayStation 2 computer entertainment system, PLAYSTATION 3 and
the PSP system for the North American market. Based in Foster City, Calif.,
Sony Computer Entertainment America Inc. serves as headquarters for all
North American operations and is a wholly owned subsidiary of Sony Computer
Entertainment Inc.
About Sony Computer Entertainment Europe Ltd.
Sony Computer Entertainment Europe (SCEE), based in London, is
responsible for the distribution, marketing and sales of PLAYSTATION(R)3,
PlayStation(R)2, PSP(TM) (PlayStation(R)Portable) and PLAYSTATION(R)Network
software and hardware in 102 territories across Europe, the Middle East,
Africa and Oceania. SCEE also develops, publishes markets and distributes
entertainment software for these formats, and manages the third party
licensing programs for the formats in these territories.
About Double Fusion
Double Fusion reaches more consumers across the broadest range of
demographics than any other game advertising network. Utilizing their
award-winning fusion.sdk tm and fusion. runtime tm dynamic in-game ad
serving technologies originally developed for AAA hard core
graphics-intensive video games, the company has successfully expanded the
idea that any game type, genre, or platform can harness the power of
advertising. Double Fusion currently boasts over 30 top-tier game
publishers in a portfolio reaching gamers from 12 to 49 years old. The
network's acclaimed integrated marketing solutions continue to inspire
Fortune 500 companies to get in the game with groundbreaking advertising
campaigns. Privately held and headquartered in San Francisco, Double Fusion
has offices in Chicago, New York, Jerusalem, London and Tokyo. More
information about Double Fusion is available at
http://www.doublefusion.com.
Advertisers interested in opportunities within the Double Fusion
Network; and developers and publishers interested in increasing their
per-title revenues through integrated and dynamic ad placement
opportunities should visit http://www.AdvertisingInPlay.com
Visit us on the Web at http://www.us.playstation.com
PlayStation, PSP and the PlayStation logo are registered trademarks of
Sony Computer Entertainment Inc. All other trademarks are property of their
respective owners.
SOURCE Sony Computer Entertainment America Inc.
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Related links:
http://www.us.playstation.com
http://www.doublefusion.com
http://www.AdvertisingInPlay.com
CONTACT:
Patrick Seybold of Sony Computer
Entertainment America Inc., +1-650-655-7549,
patrick_seybold@playstation.sony.com; or Nick Caplin of Sony
Computer Entertainment Europe Ltd., +44 (0)207 859 5349,
Nick_caplin@scee.net
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