Hello,

We noticed you're browsing in private or incognito mode.

To continue reading this article, please exit incognito mode or log in.

Not an Insider? Subscribe now for unlimited access to online articles.

Business Impact

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

Advertisers: Game On

This story is part of our May 2005 Issue
See the rest of the issue
Subscribe

All-Access Digital

Deciphering DNA, Top Speed

Science Wants to Be Free

Surgical Frontiersman

Wind Power Upgrade

Prototypes

U.S. Corporate Research

U.S. Agricultural Innovation Withers

Micro Fuel Cells Go Big

25 Years ago in Technology Review

Be the leader your company needs. Implement ethical AI.
Join us at EmTech Digital 2019.

Register now
More from Business Impact

How technology advances are changing the economy and providing new opportunities in many industries.

Want more award-winning journalism? Subscribe and become an Insider.
  • Insider Plus {! insider.prices.plus !}* Best Value

    {! insider.display.menuOptionsLabel !}

    Everything included in Insider Basic, plus the digital magazine, extensive archive, ad-free web experience, and discounts to partner offerings and MIT Technology Review events.

    See details+

    Print + Digital Magazine (6 bi-monthly issues)

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

    Technology Review PDF magazine archive, including articles, images, and covers dating back to 1899

    10% Discount to MIT Technology Review events and MIT Press

    Ad-free website experience

  • Insider Basic {! insider.prices.basic !}*

    {! insider.display.menuOptionsLabel !}

    Six issues of our award winning print magazine, unlimited online access plus The Download with the top tech stories delivered daily to your inbox.

    See details+

    Print Magazine (6 bi-monthly issues)

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

  • Insider Online Only {! insider.prices.online !}*

    {! insider.display.menuOptionsLabel !}

    Unlimited online access including articles and video, plus The Download with the top tech stories delivered daily to your inbox.

    See details+

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

/3
You've read of three free articles this month. for unlimited online access. You've read of three free articles this month. for unlimited online access. This is your last free article this month. for unlimited online access. You've read all your free articles this month. for unlimited online access. You've read of three free articles this month. for more, or for unlimited online access. for two more free articles, or for unlimited online access.