Double Fusion And Gearbox Software Enter Into Advertising Partnership

Expand Core Gamer Offerings from Leading Independent Game Advertising Network

SAN FRANCISCO– Mar. 25, 2008– Double Fusion and Gearbox Software announced today that they have entered into an advertising partnership. Under the terms of the partnership, Double Fusion will provide Gearbox with technology to support dynamic advertising in upcoming Gearbox games, and will represent both dynamic advertising and integrated sponsorship opportunities in those games. The companies will work together to ensure that all advertising programs are appropriate and add value to the gamers’ experience.

“Double Fusion is committed to working with game companies across the full spectrum of gaming, from hardcore to casual, and in connecting advertisers to their gaming audiences in a way that is appropriate and adds value to gamers,” said Jonathan Epstein, president and CEO, Double Fusion, remarked.“Gearbox is one of the gold standard developers focused on the highest production value titles targeted at core gamers, and we’re very excited to be working with them.”

Gearbox Software is known for its catalogue of successful games in the Half-Life, Counterstrike and Brothers in Arms franchises. The developer also recently announced the game Borderlands, a much-anticipated title expected to launch in the holiday 2008 season.

“Double Fusion is a successful trail-blazer in the race to connect advertisers with interactive entertainment audiences,” said David Eddings, VP of Licensing, Gearbox Software.“We’re incredibly focused on authenticity and we believe our partnership with Double Fusion and their advertising partners will allow our game worlds to have all the plausibility of the real world. The advertisers, in turn, bring value that will enable us to invest even more in creating the best possible video game experiences.”

The addition of Gearbox Software’s titles to the Double Fusion network demonstrates the company’s commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities, to maximizing revenues for its publisher and developer partners and to building a portfolio of top titles among retail PC and console games, massively multiplayer online games, social networks, casual downloadable games, advanced online games and virtual worlds.

About Gearbox Software

Gearbox is widely respected for creating award-winning and best-selling video games. The company is among the top independent developers in the world, creating video games for the world’s most successful video game franchises including Halo, Half-Life, Tony Hawk, James Bond, and Aliens. Gearbox also creates original blockbuster franchises including Brothers in Arms and Borderlands. The company is currently developing multiple original and licensed titles for all major video game platforms. Additional information about Gearbox can be found at Gearbox Software and the Gearbox logo are registered trademarks of Gearbox Software, L.L.C. All other trademarks are the property of their respective owners.

About Double Fusion

Double Fusion is the game advertising expert. The company brings together the leading in-game ad serving technology, the broadest network of games across a wide variety of genres, and a sales force that has helped create and evolve the in-game advertising industry. Double Fusion provides marketers and their advertising agencies with the broadest range of in-game, around-game and web-based solutions with which to engage and sell the valuable and hard-to-reach gamer demographics. Double Fusion is privately held and headquartered in San Francisco, with offices in Los Angeles, Chicago, New York, Jerusalem, London, and Tokyo. More information on Double Fusion is available at

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

Double Fusion is a registered mark of Double Fusion, Inc.

All trademarks, copyrights, registered marks, brand names, registered brand names, product names, and logos found in this press 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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