THQ on board with Double Fusion for in-game advertising

US publisher THQ has announced that it has signed a deal with in-game advertising firm Double Fusion which will see three forthcoming titles, scheduled for release this autumn, carrying ads from Double Fusion's clients.

No specific titles have been named, but according to THQ, the list encompasses both original properties for next-generation consoles and licensed titles. The games will incorporate technology from Double Fusion which serves advertising directly to players, and allows advertisers to measure the performance of their ads directly.

The move seems likely to be just the first of many such in-game advertising deals for THQ, if hugely positive comments about the new system from the company's VP of worldwide publishing, Kelly Flock, are to be believed.

"In-game advertising opens up new revenue opportunities for the company, and helps us deliver an exceptionally strong communications channel to our brand and marketing partners," he commented. "We feel that Double Fusion has a very compelling offering that will help us reshape the way marketers deliver content and consumers interact with that content during their game experience."