THQ, Double Fusion Sign Multi-Game Ad Deal

In-game ad firm Double Fusion has announced a multi-title deal with major publisher THQ which grants the company in-game ad rights for "a number of THQ's highly anticipated titles", including titles based on the Juiced, MX vs ATV and Stuntman franchises. Double Fusion notes that the deal "will offer marketers the opportunity to reach players of THQ's leading properties by incorporating their brands into actual gameplay." In addition, dynamic advertising placements streamed from online servers are also included in the deal, allowing advertisers to "reach millions of gamers through real-time media buys." The console rights for dynamic in-game advertising are currently somewhat tangled, thanks to Microsoft's acquisition of in-game ad firm Massive in May of 2006. It's now believed - until any Microsoft announcement to the contrary - that all dynamic in-game advertising on the Xbox 360 will be through Massive's servers and technology. Talking to Gamasutra as part of an interview also published today, Jonathan Epstein, President and CEO of Double Fusion, explained specifically of the THQ deal: "We have the exclusive integrated product placement rights for all these titles across all platforms that they are shipped on, and pending Sony's approval, we have the exclusive rights to sell dynamic advertising on the PS3 SKUs of the titles that are involved." Static product placement and advertising (pre-supplied on disc) is permitted for all game consoles as long as the content passes ESRB and basic hardware manufacturer content approval. This particular deal is a renewal of a previous deal signed in March 2006 - Double Fusion has previously signed major deals with companies such as Take-Two and Midway. Epstein added, in an official statement: "THQ's top games reach an enormous audience, critical to effective advertising. The addition of these next generation franchises allows us to offer an even more robust network to brands and marketers."