Double Fusion, a private company that connects advertisers and video game publishers, plans to roll out new technology on Tuesday to allow advertisers to mount last-minute ad campaigns in games the same way they use spot TV ads.
The technology is set to be shown to developers at the Austin Game Developers Conference in Texas starting on Wednesday.
Game designers now designate and hard-code locations for in-game advertising during the development process. After the coding is completed, advertising content can be changed via an Internet connection, but locations for ads cannot be changed or added.
Double Fusion's new program, called fusion.runtime, separates in-game advertising from the development process, allowing developers to create new placements in completed games, including back catalog titles.