Double Fusion Adds Casual Games to Roster

Double Fusion has expanded its casual games portfolio with the addition of Spill Group’s two U.S. games portals. The partnership was discussed at the casual games conference Casual Connect in Amsterdam yesterday.

The in-game ad network will exclusively handle sales of pre-roll, post-roll, Web inventory, and custom sponsorships on Spill’s U.S. game portals GamesGames.com and GirlsGoGames.com. Spill claims 60 million unique monthly visitors visit its gaming portals.

“These sites generate an amazing amount of inventory,” said Jonathan Epstein, CEO at Double Fusion, adding, “We expect to be the only people selling in-game.”

Casual gaming is a relatively new category in Double Fusion’s network. The firm added Oberon in September, and has a few other downloadable casual game destinations on its network. This is the network’s first foray into the Flash game space.

“It moves us aggressively into the Flash side of casual, which is an entirely different demographic than people who play downloadable casual games,” Epstein said. The two game portals attract boys and girls in the teen and tween age groups, he said. “It give us new reach into the teen male audience that compliments our core video game reach, and provides highly-targeted reach into the teen and tween girl market.”

Epstein remarked on Spill’s strategy, which is to stake out domain names related to games in multiple languages and regions. The company bought the Portuguese word for game, Ojogos.com.br, to serve both Brazil and Portugal.

Spill Group announced a separate deal with RealNetworks at the conference, including syndication rights for Spill Group’s family portals including Games.co.uk, Jeux.fr, Goico.it, Jetzspielen.de, Spelletjes.nl, Spela.se, Juegos.com, Gry.pl, Gamesgames.com, and Ojogos.com.br for Real’s RealGames property, which serves a predominantly female demographic.