Double Fusion will announce a new game advertising model tomorrow, according to a report in Adweek.

Unlike the typical gaming ads, which are permanently inserted into games, Double Fusion’s platform fusion.runtime will be similar to television and the Internet, allowing non-permanent dynamic ads that can be changed and rotated in real time. These ads can be added long after the game has already shipped, and this process would allow all the coding typically needed to be skipped.

Double Fusion has already lined up partnerships with Ubisoft and Oberon. Ubisoft will use the ads in free online versions of older games, while Oberon will use the ads in its casual games.

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