Toronto-based firm Cue Digital Media has launched Cue Gaming, a division that will handle in-game advertising sales for Sony‘s PlayStation 3 video game system in Canada.
Cue Gaming represents a partnership between Cue Digital Media and the U.S.-based in-game advertising network Double Fusion, which has placed advertising for brands such as McDonald’s and Toyota within PlayStation games.
The partnership gives Cue Gaming responsibility for sales in the Canadian market.
The deal also expands the portfolio of Cue Digital Media, which currently represents U.S.-based websites such as CollegeHumour.com, Heavy.com and FunnyOrDie.com in Canada.
“This is a natural extension for us, because we didn’t have any gaming,” said David U.K., CEO of Cue Digital Media. “We had a gaming section on Heavy.com, but we were very limited in this content vertical.”
U.K said gamers are a growing and attractive market for advertisers, referring to a 2011 study by the Entertainment Software Association of Canada that indicated 59% of Canadians are gamers and 30% play every day.
“It is a medium that offers a 1,000%-engaged viewer,” said U.K. “(The gamer) is completely and utterly engaged in the experience.”
U.K said that Cue Gaming’s sales responsibilities would be handled by Cue Digital Media’s existing staff.
