Midway jumps on the in-game ad bandwagon

Midway has announced a multi-year deal with in-game ad agency Double Fusion, which will affect multiple upcoming titles including John Woo's Stranglehold. In addition, the game publisher appointed former Atari employee Sarah McIlroy as director of in-game advertising and promotions. McIlroy will work will Double Fusion to form relationships with advertisers, and more importantly, develop in-game ad campaigns that are "organic and credible." Theoretically, these developments should also lead to price drops in the retail market—theoretically.