THQ, Massive Partner For PC, Xbox 360 In-Game Advertising

Microsoft-owned advertising firm Massive Inc. announced a global multi-year deal with developer and publisher THQ to exclusively provide dynamic in-game advertisements for THQ's forthcoming Xbox 360 and PC titles. The collaboration will include the Volition-developed Saints Row 2, which was released for the Xbox 360, PlayStation 3, and PC in October 2008. The title shipped over two million units globally in its first two weeks of availability. Saints Row 2 will be one of the first THQ games to feature Massive's dynamic in-game ads. Massive's client list includes video game publishers such as NCSoft, Funcom, and Electronic Arts. This new partnership will include several THQ-owned properties spanning varied game genres and targeting different audiences. "By aligning with THQ, Massive is now poised to represent new content and franchises that are realizing enormous market success globally," says Massive COO Eric Bassman. "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."