Game developer Midway has signed a multi-year contract with Double Fusion to provide its games with dynamic ads. This includes the games for the next-gen consoles Xbox 360 and Playstation 3 that are now in development. In addition to the conventional commercials compiled into the game code, an internet connection will provide the game with new material to advise the player on purchases outside the virtual world. The ads can range from the standard billboards, vending machines and logos on cars to televisions and radios with streamed media. This way of advertising can be used to partially cover the costs of producing a game and gives advertisers an avenue to target young, male audiences that are no longer reachable through traditional media, said Jonathan Epstein, representative of Double Fusion. . Midway hopes to release the first computer game with the dynamic advertising technology by the end of this year.