The ads will roll out in the UK over the next few weeks and will be available on PlayStation 3's zero gravity racing game Wipeout, in high definition (HD).
The dynamic ads, served to consoles or PCs with an internet connection, will connect brands to the game's fan base across North America and Europe. Double Fusion will also offer standard definition video ad placements to supplement the HD-quality units.
In contrast to a static ad, dynamic video ads allow Double Fusion to update, target and track the video ad. Developed to contextually match the game's futuristic design, video ads are shown during the game's loading screen instead of one uniform ad display.
The videos will also tilt to different angles and appear on different parts of the screen within the game.
The company expects to launch dynamic in-game ads in further titles by the end of the year.
Jonathan Epstein, chief executive at Double Fusion, said: "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."
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