Double Fusion, a leader in the in-game advertising industry, has appointed Geoff Graber, the former general manager of Yahoo! Games, as its chief executive officer. The company also announced that it closed a $10 million financing round led by Accel Partners and JVP (Jerusalem Venture Partners).

Double Fusion is widely recognized as a leader in the rapidly growing in-game advertising market. The company’s technology is utilized by video and PC game publishers to place advertising within their games, which Double Fusion represents to leading marketers and their advertising agencies.

Mr. Graber brings more than 15 years of entrepreneurial experience and success in the games and media businesses to Double Fusion. Most recently, Mr. Graber was instrumental in building Yahoo! Games into the most popular gaming site on
the Web. Under his leadership, Yahoo! Games grew to reach more than 23 million
unique users as of July 2005, according to comScore Media Metrix. As general
manager, Mr. Graber oversaw all aspects of the site, from strategy and business
direction, content creation and web site production, to business development,
marketing, advertising sales and engineering. Mr. Graber was instrumental in
driving Yahoo! Games revenues. He helped to create new services and advertising
opportunities to connect leading brands with gamers.

Previously, Mr. Graber led business development for Yahoo! Mobile, forging partnerships with companies such as Verizon Wireless, AT&T Wireless and Qualcomm. He was also a co-founder and president of Muse Corporation, a provider of an enabling technology for broadband entertainment content.

In 1995, Mr. Graber launched Electronic Arts’ operations in China, where he
helped pioneer the country’s video games industry. He was the managing director
there through 1998 where he worked to navigate through the controversial issues
of software piracy.

"Over the past 18 months, Double Fusion has fine-tuned its technology, developed its sales team and proven its model through aggressive testing and research with partners such as Nielsen Entertainment," said Elie Wurtman, chairman of Double Fusion and chief executive of JVP Studio. "Geoff’s experience in building
large-scale international businesses, and the breadth of his connections across
the video, PC, Internet and mobile games markets, makes his appointment a very
exciting step in the company’s growth. We’re confident that his experience with
Yahoo! Games and EA and his entrepreneurial background will help catapult Double
Fusion to the next level in an industry with tremendous potential."

"The video gaming industry has grown dramatically over the past few years, and advertisers are looking to penetrate this fastest growing media platform," said Mr. Graber. "The ‘traditional’ advertising model no longer effectively captures the 18-to-34-year-old male demographic. Marketers see this and are shifting portions of their ad budgets into ‘non-traditional’ platforms – including video gaming. With clearly superior technology and a truly international footprint, Double Fusion is best positioned to capitalize on the shift of ad dollars."

The addition of Mr. Graber to Double Fusion coincides with the closing of a $10 million funding round led by Accel Partners and JVP and also including Jerusalem
Capital. This capital infusion enables Double Fusion to move its headquarters from Jerusalem to the San Francisco Bay Area and aggressively market its services globally to reach larger publishers. As part of the funding round, Harry Nelis and Bruce Golden of Accel and Allon Bloch of JVP have joined Double Fusion’s Board of Directors.

"Video games have become ubiquitous in today’s culture, and finding the right ways to connect brands with them is the logical extension for the advertising marketplace. We are very excited to work with the company and establish Double Fusion as a leading player in the market," said Harry Nelis, principal, Accel Partners.