Massive to provide THQ in-game advertising

Microsoft's in-game advertising company, Massive, has announced it has entered a deal with THQ which will see it become the exclusive, dynamic, in-game advertising partner for the publisher's upcoming titles on the PC and Xbox 360.

Under the terms of the deal, dynamic in-game advertising will be placed within key THQ properties such as Saints Row 2.

"By aligning with THQ, Massive is now poised to represent new content and franchises that are realising enormous market success globally," said Eric Bassman, COO of Massive. "And with an open-world, mission-based game such as Saints Row 2 coming into the Massive network, we can work creatively with advertisers to place their brands in new, edgy environments."

Scott Guthrie, executive vice president of publishing at THQ, added: "We have entered into a strategic agreement with Massive because it is a leader in the emerging industry of in-game advertising."

"The Massive team has a strong track record of collaborating with game developers, sports leagues and advertisers to find a unique way to place brands and products that enhance the gameplay experience."