More NewsDouble Fusion Grows In-Game Empire with Quartet of Execs

Double Fusion Grows In-Game Empire with Quartet of Execs

Double Fusion brought in four new executives following a high profile hire a week ago.

In-game ad network Double Fusion added four executives to its management team, two of them from News Corp. properties. The hires come a mere week after the company recruited Electronic Arts’ former national sales director, Julie Shumaker, as VP of sales.

Jennifer McLean joins as senior director of marketing. She was previously director of marketing at IGN Entertainment, a role in which she worked on initiatives like Club.IGN.com and planning for E3. Channing Chor comes from Fox Interactive Media and will head up business development in his new post.

Additional hires include Alex Sood as senior director of legal affairs and operations and Nir Hasson as senior programmer. The announcement of the four additions to Double Fusion is follow-on to last week’s hire of former EA exec Julie Shumaker.

“I think them bringing on Julie Shumaker is a fantastic movie,” said Tim Harris, SVP of Play, a Denuo Group Company. “It’s a pretty small community of people who know what they’re doing in the space and she’s one of the most visible.”

Taken together with the company’s recent addition of dynamic 3D placements to its stable of ad products, the hires strengthen Double Fusion’s already strong position in the in-game advertising space.

“It’s a good step, there’s plenty to do that’s going to get somebody like me more excited, and the clients more excited,” said Harris, in regards to the flexibility a product like the 3D placements add to a campaign.

Developments in the in-game ad space have heated up in the wake of Microsoft’s acquisition of Massive and its forthcoming integration with MSN functionality, Conventional wisdom is that the market will support a much smaller number of established ad networks and management platforms than are extant in Web advertising, since there are far fewer publishers.

“In the last year or so [Double Fusion has] really assembled good people on their team,” said Harris. “They’re positioned well. If you put Massive, Double Fusion, AdScape [and other in-game ad networks] in a competitive set, it’s still anybody’s game.”

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts