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THQ signs up with Massive for in-game advertising

Publisher THQ has become the latest firm to partner with Massive Inc to bring in-game advertising to its titles, with multiple upcoming titles from the publisher set to feature dynamic advertising within the game worlds.

Publisher THQ has become the latest firm to partner with Massive Inc to bring in-game advertising to its titles, with multiple upcoming titles from the publisher set to feature dynamic advertising within the game worlds.

The publisher hasn't yet announced which specific titles will use Massive's in-game advertising network, which allows dynamic advertising to be delivered into the game world - on billboards or posters, for example - over the Internet.

However, THQ has voiced its enthusiasm for the concept strongly, with worldwide publishing executive VP Kelly Flock describing Massive's system as "a world of new possibilities."

"Dynamic, in-game advertising not only offers publishers new revenue opportunities, but when done properly creates added realism that can actually enhance game play," he said in a statement on the new deal.

"We are excited to team with Massive because we believe their network strategy and sensitivity to game play will deliver value to publishers, advertisers and gamers," he concluded.

Massive CEO Mitchell Davis hinted that it will not be long before THQ games integrate the system, commenting that "THQ is already working on ways to incorpoate a range of dynamic advertising into future games, which makes this relationship ideal for Massive both from a strategic and technical standpoint."

Massive, which numbers Coca-Cola, Honda, Nokia, Paramount, Panasonic, Warner Bros and Universal Music among its advertisers, now claims to have over 100 titles committed to carrying advertising from its network.

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Rob Fahey

Contributing Editor

Rob Fahey is a former editor of GamesIndustry.biz who spent several years living in Japan and probably still has a mint condition Dreamcast Samba de Amigo set.

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