Double Fusion to open European HQ

In-game advertising network Double Fusion is gearing up for European expansion and is on the hunt for a management team to spearhead the operation from London.

Double Fusion chief executive officer Jonathan Epstein says the US online ad network is looking to fill senior management roles in sales and marketing. He adds the company is seeking marketers with experience in entertainment media such as television rather than of selling page impressions.

He says Double Fusion aims to have its European headquarters up and running by mid-April as it seeks to ramp up its presence on the continent and build the in-game ad market.

Late last year the company secured $26m (£13m), led by Norwest Venture Partners, to fund its expansion drive (MW December 21, 2006).

Epstein adds: “Part of our job will be to educate against misconceptions about in-game advertising. It’s essential to get the right share of voice and the right ads; it’s our job to educate clients and agencies.

“Dynamic advertising is our core business, but we are conducting extensive research and are looking to expand by exploring tie-ups and ad-supported ventures. These could help double market in ten years.”

He cites a free online football game launched this week by Double Fusion to promote Adidas footwear and rather than featuring in-game ads, players choose Adidas branded apparel including a range of football boots – the product the game is promoting.

Epstein believes such tie-ups could benefit the wider gaming industry and would better promote brand attributes as opposed to products.

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