Double Fusion has told GamesIndustry.biz that Runtime – the technology that allows adverts to be placed in completed games – is working on home consoles. The solution allows online-enabled content to feature new advertising after the developers have finished work on the game, doing away with the need for an integrated software development kit.
David Miller, director of business development and marketing: "Certainly with more and more consoles becoming connected and also users becoming more used to downloading content for consoles it becomes more interesting. One of the key points of Runtime is that it can be used once a game has already been released or once a developer has already been moved on."
"Console games tend to have an even shorter shelf life than PC games. It absolutely does work on consoles but it's a slightly different animal, so right now it's not the focus," he added.