Diesel clothing in
PS2's Devil May Cry

Double Fusion has signed a nine-title deal with 2K Games for integrated and dynamic ad placements in at least nine titles with release dates spanning spring 2007 through 2008. A partial list of titles includes NHL 2K8, NBA 2K8, College Hoops 2K8, and MLB 2K8.

As many of the titles under the deal are sports games, natural opportunities include sponsorships of signage, timer and clock branding, replay sponsorships, leaderboard placement in multiplayer modes, and advertising on screens where players customize their athletes, reports ClickZ.

The dynamic placements will run across the PC and all console platforms, like the Nintendo Wii and Sony's PS3, with the exception of the Xbox and Xbox 360, because Microsoft has been slow to implement its dynamic advertising functionality.

Double Fusion also works to create new opportunities for advertising, even after a game's release. Downloadable content and extra game levels create inventory.