Take-Two Interactive Software, Inc. (Nasdaq: TTWO), through its 2K
and 2K Sports publishing labels, and leading independent in-game
advertising company Double Fusion, today announced that the companies
have entered into a multi-title agreement (up to nine titles) for the
sale of in-game advertising opportunities in a selection of 2K and 2K
Sports titles.
Under the terms of the agreement, Double Fusion will be the
exclusive North American and European representative for integrated
advertising opportunities in select 2K titles debuting in 2007 and
2008. In addition, Double Fusion will serve as the exclusive
representative and technology provider for dynamic in-game advertising
across all PC and certain console platforms except for the Xbox(R) and
Xbox 360(TM) video game and entertainment systems from Microsoft.
"Our titles offer a range of advertising and marketing
possibilities for leading and niche brands, so working with a company
that can effectively sell both dynamic and integrated opportunities
was key to our decision," said Steve Glickstein, 2K's Vice President
of Sales and Licensing. "Double Fusion's sales team immediately
provides 2K with the advertising agency connections on Madison Avenue
and the scale necessary to tap into the opportunities inherent in many
of our games."
Select versions of 2K and 2K Sports titles will feature
integrated, hard-coded placements that will offer marketers
opportunities for deep integration into gameplay and storylines,
reaching users of the games whether or not they are connected to the
Internet. In addition, certain titles will also contain a rich array
of dynamic advertising placements, allowing advertisers to reach
millions of gamers through real-time media buys, while also offering
consumer targeting, measurability, and flexibility in delivering
advertising content.
"The relationship with 2K represents an alignment of long term
visions between our two organizations on both the current state and
future direction of the in-game advertising industry," said Jonathan
Epstein, President and CEO of Double Fusion. "2K offers the hottest
slate of sports and action games with extremely attractive,
advertising friendly environments, delivering key demographics with
the flexibility, pervasiveness and accountability that only in-game
advertising can provide."
The partnership with Take-Two underscores Double Fusion's
commitment to offering their advertiser and agency partners a wide
array of in-game advertising opportunities, its commitment to
maximizing revenues for its publisher and developer partners and its
commitment to building a portfolio of top titles among retail PC and
console games, massively multiplayer online games, casual downloadable
games, and advanced online games. Double Fusion is currently seeking
approval of their technology for all console platforms.
About Take-Two Interactive Software, Inc.
Headquartered in New York City, Take-Two Interactive Software,
Inc. is a global developer, marketer, distributor and publisher of
interactive entertainment software games for the PC, PlayStation(R)
game console, PlayStation(R)2 and PLAYSTATION(R)3 computer
entertainment systems, PSP(R) (PlayStation(R)Portable) system, Xbox(R)
and Xbox 360(TM) video game and entertainment systems from Microsoft,
Nintendo GameCube(TM), Nintendo DS(TM) and Game Boy(R) Advance. The
Company publishes and develops products through its wholly owned
labels Rockstar Games, 2K and 2K Sports, and Global Star Software; and
distributes software, hardware and accessories in North America
through its Jack of All Games subsidiary. Take-Two also manufactures
and markets video game accessories in Europe, North America and the
Asia Pacific region through its Joytech subsidiary. The Company
maintains sales and marketing offices in Cincinnati, New York,
Toronto, Geneva, London, Paris, Munich, Madrid, Milan, Sydney, Breda
(Netherlands), Auckland, Shanghai and Tokyo. Take-Two's common stock
is publicly traded on NASDAQ under the symbol TTWO. For more corporate
and product information please visit our website at
www.take2games.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 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. 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.
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.
Double Fusion is a registered mark of Double Fusion, Inc.
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release are the property of their respective owners, may be registered
in certain jurisdictions, and are mentioned in this release for
identification purposes only.
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