Classic PC games are now getting a new twist: ads. Double Fusion, a company in San Francisco that specializes in delivering ads into videogames, says it has a way to turn back title PC games into greater revenue generators. This week it launches fusion.runtime. This technology promises to bring dynamic videogame ads—that is, non-permanent ads that can change and rotate in real time—to hundreds of game titles long after they have been created. Publishers and developers simply add fusion.runtime code to existing games to make them ad-enabled. This solves a pressing industry need, say Double Fusion executives, since incorporating dynamic ads into games typically requires advanced planning and sophisticated coding, all of which can be skipped using fusion.runtime.
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