Gearbox and Double Fusion partner for advertising

Double Fusion and Gearbox Software have announced an advertising partnership to provide dynamic advertising and integrated sponsorship opportunities in upcoming Gearbox games.

"Double Fusion is committed to working with game companies across the full spectrum of gaming, from hardcore to casual, and in connecting advertisers to their gaming audiences in a way that is appropriate and adds value to gamers," said Double Fusion CEO and president Jonathan Epstein.

"Gearbox is one of the gold standard developers focused on the highest production value titles targeted at core gamers, and we're very excited to be working with them."

Gearbox Software, known for its catalogue of games in the Half-Life, Counterstrike and Brothers in Arms franchises, is currently working on Borderlands for a holiday 2008 season launch.

"Double Fusion is a successful trail-blazer in the race to connect advertisers with interactive entertainment audiences," said David Eddings, VP of licensing, Gearbox Software.

"We're incredibly focused on authenticity and we believe our partnership with Double Fusion and their advertising partners will allow our game worlds to have all the plausibility of the real world.

"The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences."