British publisher Eidos has signed a deal with in-game ads firm Double Fusion which will see the company supply ads for ten of Eidos’ games over a three year period. No specific titles have been named.

"This is an exciting and innovative opportunity for Eidos, we’re delighted to be working with Double Fusion and we fully believe that our titles will offer the perfect platform for the right media partners," commented Jane Cavanagh, chief executive of Eidos.

Double Fusion’s European MD Frank Sagnier added: "The quality and breadth of Eidos’ portfolio of games represents an ideal opportunity for advertisers to reach many millions of consumers in an uncluttered and engaging environment.