THQ signs with Massive for in-game advertising

THQ is no small company, and presumably, neither is Massive, so it probably shouldn't be taken lightly when its announced a global, multiyear, multi-title deal for in-game advertising is struck between the two.

Massive, in fact, is a subsidiary of Microsoft, and a "leading network for video game advertising"; THQ is a publisher and developer, behind a ton of stuff (as publisher or developer), most recently Age of Empires: Mythologies, Destroy All Humans: Path of the Furon, and some WWE/UFC games, to name a few.

The deal effectively makes Massive the "exclusive, dynamic, in-game advertising partner" for THQ's upcoming titles for the PC and Xbox 360. It's already at work, though: Saint's Row 2 -- which shipped more than 2 million units worldwide in its first two weeks of its October release -- will be one of the first to feature it.

“By aligning with THQ, Massive is now poised to represent new content and franchises that are realizing 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.”

(Note to advertisers and marketers: you are the only people on the planet who use the term "edgy". Moving along...)

The partnership also "extends to a portfolio of established THQ titles that span varied game genres and target a diversity of age and location demographics". More, it strengthens Massive's power in the industry, extending its capabilities in offering "new advertising opportunities to brands aiming to reach traditionally hard-to-reach audiences".

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

I know a lot of people don't mind this stuff, but myself, I'm crossing off any THQ games with advertising in them off my list of games to buy (and if Coke ads are in Age of Empires: Mythologies, I'm going to lose it). Sites like Good Old Games make me feel better, and long for simpler times, or at least times when creative (and blatant) advertising was abound -- remember Cool Spot? Heck yes.