Skip to Content

Advertisers: Game On

Video games are a growing market.

Coming soon to a video game near you: more ads. Last year, companies paid $200 million to place ads in games – a figure set to grow fivefold by 2008, according to market research firm DFC Intelligence. One reason for the projected jump in spending: new tools that could make ads in games more effective by tailoring them to players’ ages or locations, or even the time of day that a game is played. With the technology, a player in Moscow, say, won’t get a banner hawking a new Nike shoe that isn’t available in Russia. Several firms, including Massive, ­inGamePartners, and Bidamic, unveiled such dynamic in-game advertising in late 2004. DoubleFusion of Jerusalem, Israel, takes the technology even further, presenting ads as video, audio, and 3-D objects woven seamlessly into games’ virtual worlds. Developers using DoubleFusion’s system insert code into their games that dictates where ads will appear. To prevent disruptions, they also specify when and how often the ads can be altered; DoubleFusion then updates the ads via its server. A player driving around a racetrack might pass a billboard advertising Tom Cruise’s latest movie, hear Metallica’s new single, or get extra points for driving over a Pirelli tire. The first DoubleFusion-powered game, London Taxi, from Data Design ­Interactive of Stourbridge, England, will be launched mid-2005.

Other short items of interest

Keep Reading

Most Popular

10 Breakthrough Technologies 2024

Every year, we look for promising technologies poised to have a real impact on the world. Here are the advances that we think matter most right now.

Scientists are finding signals of long covid in blood. They could lead to new treatments.

Faults in a certain part of the immune system might be at the root of some long covid cases, new research suggests.

AI for everything: 10 Breakthrough Technologies 2024

Generative AI tools like ChatGPT reached mass adoption in record time, and reset the course of an entire industry.

What’s next for AI in 2024

Our writers look at the four hot trends to watch out for this year

Stay connected

Illustration by Rose Wong

Get the latest updates from
MIT Technology Review

Discover special offers, top stories, upcoming events, and more.

Thank you for submitting your email!

Explore more newsletters

It looks like something went wrong.

We’re having trouble saving your preferences. Try refreshing this page and updating them one more time. If you continue to get this message, reach out to us at customer-service@technologyreview.com with a list of newsletters you’d like to receive.