In-Game Ads Surface In WipEout HD

04 Aug 2009 at 11:29:17 by James Chalmers

Sony has incorporated in-game adverts in WipEout HD after reaching a deal with game ad company Double Fusion.

The adverts will feature in the form of dynamic video ads and will blend in with the futuristic design of WipEout HD.

"By introducing high-resolution dynamic video ads into WipEout HD, Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level," said Jonathan Epstein, CEO of Double Fusion.

Most of the ads are showing during the game's loading screens, however since the introduction yesterday one ad has already been removed due to gamers experiencing much longer load times.

In-game ads are beginning to pick up pace with Microsoft recently introducing dashboard ads to the Xbox 360 and Burnout Paradise's Obama election ads.

Double Fusion has said it is looking to incorporate in-game ads to a "handful of titles" before the end of the year.

So which titles can we expect to see with in-game ads? Uncharted 2 perhaps?

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