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LOS ANGELES Advertising agencies are likely to become more involved in online games as the sophistication of the in-game ad space increases, said the co-founder and evp of Double Fusion today.
“Agency involvement is key here,” said Guy Bendov at the Electronic Entertainment Expo (E3) here. He added that with Double Fusion’s introduction of rich-media (j-pegs, Flash movies, 3D, music, animation and video, rather than static billboards), agencies still handling game ads via third parties or with small interactive offshoots (or clients staying in-house) “are proving they’re still in their infancy.”
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