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Racing fans have been floored by Wipeout HD‘s presentation, visuals, and racing chops from its release and last week’s release of the Wipeout HD Fury add-on won high praise from the critics for all it adds to the game. One thing that it added in between the racing action is advertising. The video ads don’t always play while a track loads, but some gamers noticed it took longer to start up when they did.

Shacknews has apparently confirmed it, noting that the video ads almost double the track load times. None of the release or patch notes for Wipeout HD mentioned these ads. It’s only via a press release from ad company Double Fusion that the dots started to be connected together.

Once again I expect and hope the developer is stung by backlash over a lack of full disclosure on the PlayStation Store, and the lack of an option to buy out of the advertising. Given the facts on its effect on the game, I’d appreciate the option to pay a few bucks more and not be served ads. Would you?

Image source: PS Blog Flickr

Update: The Double Fusion press release is below.

Update 2: Sony Europe has pulled the ad causing the delay from the game.

Double Fusion to Launch Dynamic In-Game Video Advertising in WipEout(R)HD for the PLAYSTATION(R)3 (PS3(TM)) System

Advertisers given new opportunity to reach audience with HD-quality video ads in popular PS3 system title

SAN FRANCISCO, Aug. 3 /PRNewswire/ — Double Fusion today announced that it will introduce the first dynamic video advertisements on the PLAYSTATION 3 (PS3) system in the hit downloadable title, zero-gravity racer WipEout HD, currently available worldwide via the PlayStation Network. The addition of dynamic ads into WipEout HD connects brands to the game’s growing fan-base across North America and Europe via the highest definition video ads available in-game. Double Fusion (http://www.doublefusion.com/), the leading in- and around-game advertising and gaming audience network, will also offer standard definition video ad placements to supplement the HD-quality units.

Taking advantage of WipEout HD’s 1080p high definition capabilities, Double Fusion’s video ads approach the HD graphics experienced during gameplay. Developed to contextually match the game’s sleek futuristic design, video advertisements complement the WipEout HD world seamlessly. Ads are shown during the game’s loading screens in a number of different visual alignments.

“By introducing high-resolution dynamic video ads into WipEout HD, Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level,” said Jonathan Epstein, CEO of Double Fusion. “The title is one of the most popular and visually stunning available on the PlayStation Network and a perfect vehicle to connect advertisers to a captivated audience. It comes as no surprise that advertisers have already signed up for WipEout HD even before the launch of the new video ad units in the game.”

The WipEout HD partnership adds another title to Double Fusion’s growing PS3 system network. The company expects to launch dynamic in-game ads in another handful of titles by the end of the year, giving advertisers a comprehensive audience of gamers to target through the console.

Developers and publishers interested in learning more about increasing per-title revenues through integrated and dynamic ad placement opportunities with Double Fusion should contact business@doublefusion.com.

About Double Fusion

Double Fusion is the most powerful multi-platform in-game advertising network in the world. Tapping into the fast growing in-game advertising market, Double Fusion connects Fortune 500 brands to millions of video game players through their award-winning dynamic ad-serving technology and marketing services. Committed to providing free and ad-supported games for everyone, Double Fusion’s global network currently boasts over 30 top-tier game publishers providing unique game content experiences for consumers and the advertisers looking to reach them across all demographics, platforms, and game genres. Privately held and headquartered in San Francisco, Double Fusion has offices in Chicago, New York, Jerusalem, London and Tokyo.

Source: Double Fusion