Midway expands on In-game Advertising

I came across this one while surfing Midways website for Unreal Tournament goodies. Apparently Midway will be immediately expanding its advertisements in-game components.

Midway has signed with "Double Fusion" to expand its product placement and features in its top titles.

"Midway and Double Fusion expect to be working together to integrate real-world ad-campaigns into multiple next generation titles, including Stranglehold, developed in collaboration with John Woo, and other products currently in development. Under this agreement, the Midway titles are to incorporate Double Fusion's dynamic ad-serving technology to serve advertising campaigns which will be sold by Double Fusion's worldwide sales force."

Now my question to you is, how do you feel about advertisements in our games? Does it ruin it for you? It might start to get aggravating if your favorite Unreal Tournament Map starts looking like Times Square.

Knowing that advertising in games can become an *alternate* revenue model for companies rather then just selling me stuff - I like it.