In-game ad network taps into virtual worlds

In-game ad web Double merger has furthered its engagement in virtual worlds through a deal that makes it responsible for Habbo's ad stock list in the U.S. Part.

Under its understanding with the teen-targeted virtual world, two-base hit Fusion will manage media sales and co-ordinate in-world integrated marketing campaigns for Habbo in the United States. While two-base hit Fusion did some previous work with SK Telecom's Cyworld (define) in South Korea, this is the first large-scale integration of a virtual world for the in-game advertising web.

"Our committedness is to deliver immersive stigmatization experiences in games and branded entertainment," said Jonathan Epstein, CEO of two-base hit Fusion. "We view online worlds as the twin [to in-game advertising]."

Over 200 trade name worldwide have advertised in, integrated with, or sponsored elements of the Habbo world in some way. "Habbo is about real life," said Teemu Huuhtanen, president of the North United States region at Sulake, the company that publishes Habbo. "Teens are expecting to see trade name, and give us habitue feedback."

While virtual worlds such as sec Life are integrated internationally, users and advertisers in Habbo are divided by state. Ad sales in each state are handled either straight by Sulake or by a representative company.

ad opportunities in Habbo include in-game hoarding, contests, interstitials, branded items and sponsored rooms and quests. In a deal that predated its human relationship with two-base hit Fusion, Habbo worked with Paramount Pictures on a two-week campaign to promote "The Spiderwick Chronicles" in a Feb tie-in with the film's release. The WWE is another big advertizer, as Habbo attracts its mark 13- to 17-year-old age group.

An upcoming event expected to drive rank, and possibly advertising sponsorships, is a live concert performed by Epic Records recording creative person Natasha Bedingfield on the afternoon of April 10. It's the first time Habbo.com has featured a guest artist performance live, in-game in its virtual world, though other teen communities like Whyville.com have hosted performers such as Stacie Orrico. The Beddingfield performance won't be an isolated event. Sulake has signed with the William Morris agency to book live entertainment such as concerts and chat events, which present sponsorship opportunities just as they do in the real world.

"Musicians and celebrities are important to teens," said Epstein. "There's a way for brands to get additional punch."

Separately, in an expansion of its relationship with NCsoft, Double Fusion wil represent ad inventory in "City of Heroes," a massively multiplayer online role-playing game (MMORPG). The MMORPG genre is often seen as a bridge between online games and virtual worlds due to its role-playing aspects.