Double Fusion, a private company that connects advertisers and video game publishers, rolls out new technology on Tuesday to allow advertisers to mount last-minute ad campaigns in games the same way they use spot TV ads.

The technology will be shown to developers at the Austin Game Developers Conference starting on Wednesday.

Game designers now designate and hard-code locations for in-game advertising during the development process. After the coding is completed, advertising content can be changed via an Internet connection, but locations for ads cannot be changed or added.

Double Fusion's new program, called fusion.runtime, separates in-game advertising from the development process, allowing developers to create new placements in completed games, including back catalog titles.

"With the fusion.runtime, you can get the code in the game, and figure out the ad-spaces later," Jonathan Epstein, Double Fusion's President and Chief Executive, said.

The new program adds almost unlimited flexibility to what was once a fixed constellation of advertising slots within a game, Epstein said.

"This allows advertisers to dynamically run campaigns," he said.

The potential for new advertising inventory may also fund a re-release of back catalog titles -- completely free of charge to gamers, in some cases -- and longer lives for hit titles.

Courtesy : Expressindia.com

"It is delayed by two to three months, but we are OK even without the rights issue," Naresh Goyal said at a news conference ahead of its first New Delhi - Toronto flight.

"Banks are still willing to lend, but we have decided to delay it."

Jet's Airways' board had approved raising up to $400 million by way of a rights issue in June to finance its expansion and overhaul of Air Sahara, which it bought in April.

Jet launched its US flights in August. It plans to add 50 destinations in Europe and more flights to North America, Goyal said. It also flies to south and south east Asia and London.

"We are seeing very high seat loads in the coming months in our US flights."

Jet has said it is looking at increasing the share of overseas operations to half its revenue by 2009 as the Indian market becomes increasingly competitive.

India's aviation market is forecast to expand at more than 20 per cent annually till 2010.

Jet has 65 aircraft, including four Boeing 777-300ER aircraft for overseas flights. Goyal said Jet was looking at firming up options for seven 777 and 10 A-330 aircraft.

The company expected to finalise plans for a cargo carrier by end-2007 and was talking to potential partners, Goyal said.

"We will then decide whether to do a joint venture or go alone."

Jet is also looking at co-operating with state-run Air India on some overseas routes for flights and other services and starting an MRO (maintenance, repair and overhaul) operation.

Air India launched its non-stop flight to New York in August. UB Holdings, which controls Kingfisher Airlines, has said it will fly to the United States from 2008 either with Kingfisher or Deccan Aviation, in which it recently bought a stake


Courtesy : Expressindia.com