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Macrovision and Double Fusion Partner to Offer In-Game Advertising


June 9, 2006

SAN FRANCISCO, CA (Game Advertising Summit) — -The Trymedia Games division of Macrovision® Corporation (Nasdaq: MVSN) and Double Fusion, a leading provider of in-game advertising technology and marketing solutions, today announced that they have come together to launch a new in-game advertising offering via the Trymedia Network of online portals, ISPs and e-commerce sites.

The new offering will deliver around-game ads, a subset of the in-game advertising category, and feature rich media and video pre-roll ads that a consumer views at the start of game play. As part of a Try-and-Buy downloadable game, the new offering enables advertisers to effectively sponsor the game trial period.

Consumer product advertisers are increasingly diverting dollars away from more traditional forms of advertisement in favor of game-associated advertising not only because gamers constitute an attractive demographic, but also because their attention is fully captured while they are immersed in gameplay. Trymedia’s catalog contains a large selection of both core and casual games, so the company is able to offer access to both the 18-34 year-old male core audience as well as the older and more predominantly female players of puzzle and other intuitive mainstream games.

In the new offering, Macrovision is providing the ad-enabling technology as a feature of its ActiveMARK product for digital distribution, as well as an established catalog of PC game content and a network of distribution points. Under the agreement, Double Fusion will be an exclusive sales agent for the in-game ads through the Trymedia Network.

“Games-related advertising is rapidly becoming a must-have for a lot of big brand consumer ad campaigns,” said Jon Epstein, CEO of Double Fusion. “The Trymedia ad solution will enable advertisers to launch campaigns within hours of placing an ad order and specifically target that elusive mainstream gamer demographic. It’s a real step forward in reaching the highly attractive games audience.”

“Double Fusion’s reputation and experience in games-related advertising is a strong ally to the power of our worldwide digital distribution network for games,” remarked Fred Amoroso, CEO of Macrovision. “The Trymedia Network’s combination of casual and core audience enables advertisers to target the most highly-sought demographic groups for consumer product ad campaigns.”

In-game advertising takes advantage of the latest version of Trymedia’s ActiveMARK digital distribution technology to offer advertisers quick, easily changeable ad campaigns that can be deployed across Trymedia’s broad catalog of participating game publishers with full targeting and response capabilities.

Macrovision distributes a catalog of more than 1500 core and casual PC games to more than 300 websites around the world, including top-brand ISPs and portals. Game publishers are looking to in-game advertising as a new source of revenue. Trials for Macrovision’s in-game advertising solution are already running on the Trymedia Network and Double Fusion is beginning to sell ad space immediately.

About Double Fusion
Founded in 2004, Double Fusion is the leading independent provider of in-game advertising technology and sales solutions. The company’s technology allows publishers to integrate brands and product advertisements within connected PC and video games. Double Fusion’s sales force and integration teams work directly with advertisers, developers, and content owners to ensure that advertising and marketing campaigns are seamlessly incorporated into each individual project. Going beyond traditional advertising mediums, Double Fusion creates immersive experiences that deliver music, video, 3D objects and fully integrated product placement. Double Fusion is privately held and headquartered in San Francisco, Calif, and also has offices and sales affiliates in Los Angeles, New York, Jerusalem, and Shanghai.

About Macrovision’s Trymedia Games Division
Macrovision’s Trymedia Games division is a leading provider of digital distribution services and operates the world’s largest distribution network for downloadable games. Macrovision provides game publishers, portals and retailers with content protection, eCommerce and distribution services to maximize their PC game sales. The company’s game distribution network connects hundreds of publishers and Internet sites with millions of consumers worldwide, offering games to play online and legitimately download, purchase, subscribe to and share. Macrovision’s games division is headquartered in San Francisco. Please visit to learn more about Macrovision’s game services.

© Macrovision 2006. Macrovision, Trymedia and ActiveMARK are registered trademarks or trademarks of Macrovision Corporation. All other brands and product names and trademarks are the registered property of their respective companies.

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This press release may contain “forward-looking” statements as that term is defined in the Private Securities Litigation Reform Act of 1995. A number of factors could cause Macrovision’s actual results to differ from anticipated results expressed in such forward-looking statements. Such factors are addressed in Macrovision’s Annual Report on Form 10-K for the year ended December 31, 2005 and its latest Quarterly Report on Form 10-Q for the period ended March 31, 2006, which are on file with the Securities and Exchange Commission (available at Macrovision assumes no obligation to update any forward-looking statements.

Media Note: Macrovision is demonstrating their around-game advertising solution at today’s Games Advertising Summit at the San Francisco Marriott Hotel. Mr. Epstein will participate in the “Network Analysis” panel that takes place at 3:00pm during that Summit.
For more information, contact:

Julia Hughes
Macrovision Corporation
+1 (650) 642-6777
Brian Rubin
Double Fusion
+1 (323) 309-6718


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