Double Fusion, known primarily for its in-game ad sales, is now extending its reach further into the online world, reports ClickZ.

Wazap, a vertical search engine devoted to gaming information, tapped Double Fusion to sell ads on its site. Inventory will likely be used to execute ideas that aren't quite right for in-game, as well as cross-media opportunities.

This is not the first site Double Fusion will manage inventory on. It also sells ads on a handful of other gaming related sites.

In-game advertising is a topic of growing interest among advertisers seeking to tap the lucrative well of hardcore gamers. Last month, Microsoft and EA developed a relationship whereby the software company can embed dynamic ads into popular games.

And according to a new Parks study, more adults are gaming than watching video clips. The veracity of that statement may be debatable, but it at least points out that gamers are a large demographic, and the number of ad platforms meant to engage them is steadily growing.