Double Fusion Partners With Interpret To Provide Custom In-Game Advertising Measurement Program To Advertisers

SAN FRANCISCO - Sept. 26, 2006 - Leading independent in-game advertising company Double Fusion will begin implementing research and measurement solutions developed by Interpret LLC, a global research consultancy focused on new media.

Double Fusion will provide its advertisers custom studies that will deliver quantitative and qualitative results for individual sold ad campaigns. In addition, Double Fusion will use the Gameasure service to keep a real-time pulse on the market, and to validate the audience reach and composition of their games portfolio. Game publishers will benefit by gaining knowledge to increase the ad value of their franchises going forward.

"We look forward to providing our clients with measurable performance and engagement metrics on their in-game campaigns," said Dario Raciti, head of entertainment, OMD. "Deep qualitative and quantitative analysis is invaluable as we work together to shape this new medium."

"More advertisers are moving to in-game with every passing week and the more we continue to educate them the better it is for the market," said Jonathan Epstein, CEO, Double Fusion. "We are committed to market education and knowledge and providing our advertisers and agencies with the tools and data they need to master the medium - a key advantage to those advertisers that work with us early on in this market."

Interpret's study found that more than 28.8 million Americans (11% of all Americans 12+) have seen a product advertised in a video game. Men drive this trend, with men 18-34 nearly 50% more likely to have seen an in-game ad compared to the average gamer. More than 67 million gamers have yet to be reached by an in-game ad, representing a huge untapped opportunity for advertisers.

"Interpret developed Gameasure to bring meaningful currency to this new media market," Michael Dowling, CEO, Interpret, said. "Our mission is to bridge the knowledge gap between key media stakeholders by listening to the voice of the consumer; we are implementing exactly this through our partnership with Double Fusion."

Double Fusion enables advertisers to harness the huge reach, targeting and engagement potential of videogames, most notably to the critical and hard to reach 13-34 demographic. The company provides the widest range of in game advertising and marketing programs, from dynamic 3D interactive objects, video, interactive ads, 2D signage and more, all the way up to fully immersive storyline integrations.

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 www.doublefusion.com.

About Double Fusion

Founded in 2004, Double Fusion is the leading independent provider of dynamic in game advertising. Going beyond traditional advertising mediums to engage valuable and hard to reach gamer demographics, Double Fusion creates immersive experiences that deliver video, interactive ads, 3D objects, music and fully integrated product placements. Double Fusion's sales force and integration teams work directly with advertisers, developers, and content owners to ensure seamless execution of advertising and marketing campaigns, creating an additional revenue source for videogame publishers while protecting the gameplay experience. Double Fusion is privately held and headquartered in San Francisco, with offices in Los Angeles, New York, Jerusalem, London, and Shanghai. More information on Double Fusion is available at www.doublefusion.com.

Double Fusion is a registered mark of Double Fusion, Inc. All trade marks, registered marks, brand names, registered brand names, product names, and logos found in this press release are the property of their respective owners, may be registered in certain jurisdictions, and are mentioned in this release for identification purposes only.

About Interpret

Interpret is the first global research consulting firm focused on evaluating and measuring the intersections of media content, technology, advertising and consumer behavior. The firm's mission is to bridge the knowledge gap between key media stakeholders-content providers, technology companies, advertisers and agencies-by listening to the evolving voice of the consumer, who is both the source of the digital content revolution and the ultimate arbiter of its future. Interpret's management team has unique experience pioneering new custom research methodologies and high-level analytics in both traditional and new media, including home entertainment, theatrical pictures, videogames, mobile content, technology and television.

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