THQ adds ads to future games

Double Fusion signed on to provide in-game ads to Full Spectrum Warrior publisher's upcoming fall lineup.

With in-game advertising clearly being an avenue that can easily provide publishers with much-needed funds, companies are inking deals with each other left and right. Double Fusion, though only founded in 2004, is quickly becoming an industry vet in the fledgling in-game ad biz.

Late last month, Double Fusion announced that it had signed a deal with Midway Games to provide dynamic in-game ads for specific upcoming games from the publisher. Today, Double Fusion announced another deal with a third-party publisher. The agreement says the company will "represent three upcoming THQ titles to advertisers and agencies."

The games in question weren't revealed, but the three-game deal covers titles that will be for both original properties for next-generation systems and licensed properties for release this fall.

"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," said THQ executive vice president Kelly Flock.

However, unlike the Midway agreement, there is no specific mention of dynamic in-game ads, meaning that Double Fusion could be responsible for all ads in THQ's games, both static and dynamic.

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Discussion

36 comments
amkalfus
amkalfus

Games having adds... might suck... but as long as it doesn't interfere with gameplay, I'm fine. Everyone wants to make an extra buck nowadays, I just hope it's not at the cost of the consumer.

japanesegoth
japanesegoth

i don't really care.. unless they start overdoing it and trying to shove it in your face too much...pretty much to the point of annoyance. besides...it won't really apply to most of the games that i play anyway...rpg's will doubtedly do something like this.

funky_muzic
funky_muzic

As long as they don't have commercials, it's OK. Nowadays, companies have to be more creative with advertising. I mean, since I got my DVR, the only time I watched commercials was during the Super Bowl (just to see if any were funny). That reminds be of the Futurama episode where Fry discovers advertising in his dreams. "This dream has been brought to you by Slurm." If companies could do that today, you know they would.

SavoyPrime
SavoyPrime

I don't mind as long as the ads don't get carried away. Afterall, this is a game, not a commercial. But if it helps lower game development costs, this is a necessary evil for the future of gaming.

jsmoke03
jsmoke03

i seriouslly don't care. I'm not going to be affected by any of the in game advertisments. If fila put an exclusive deal with 29 sports to advertise their shoe, i am not going to stop buying nikes for a new pair of fila's.

stovich
stovich

* Sam Fisher shoots out a light, sneaks up on some unexpecting soul and takes him out. He turns towards the game's camera* : "Hi. I'm Sam Fisher and I get tired of being on my feet all night. That's why I wear Dr. Soles' "Air-Down-There" cushioned inserts. A quiet step that's smooth as silk. But let it be our secret, because if my friend here knew (points to fresh corpse), then I would probably be in his place. *Snicker*. That's Dr. Soles. *Resumes game*.

chrisdojo
chrisdojo

only cool if it lowers the game's price...... but i'm betting that THQ will just pocket all the extra cash.

L_N
L_N

I hope in game adds are only signs and things in games and not actuall adds like on tv before the game starts up because then we have to watch that same add everytime the system boots and it will get out of date.

generalcav
generalcav

hey dn3datomiced i agree with you too. However, I hope game companies don't use ads that spoil the environment like in one case Splinter Cell:Chaos Theory, which had AMD Athalon screen savers placed on every desk computer in a mission set in a private bank in Columbia and in a mission set in North Korea. It got really irritating after seeing the same ads in every other mission that had computers in it.

dn3datomiced
dn3datomiced

Man, if it helps the developers cut their costs so that they can better fund GOOD games, then more power to them. If they're unintrusive (Loading screens, in-game billboards, subtle product placement), I'm okay with that. If you have to wait on an ad for 30 seconds before you can start a stage or retry, I won't have it.

Myugenjin
Myugenjin

I really don't know about in game ads because i've only seen one in Anarchy Online. But if they fit the game and don't "pop up" they should be fine. Plus if they are in a more traditional games like a D&D they could be used for "easter eggs" in order to unlock new weapons or spells! Or even a new GTA where you get to rob a Micky Dees or steal an oil truck from Haliburton!

Themage
Themage

Gamespot you need to add a checkbox to each review from now on and let us know if it has in game ads.

Lovey_Dovey
Lovey_Dovey

Reminds me off that futurama episode where fry receives advertisements in his dreams. (we are one step closer)

GS_darkplayer
GS_darkplayer

I think it could be sued only if take in the curent time. And then in the futuer. Have what they are making in R and D. A muck up itum. And I don't mind of having Samsung ad in the game burninatored. Heck if you watch a movie. they do the same thing. And i don't see that one movie critic hate the movie becoues of it. And he think that oeple make video games are not true articst. He think they shold be rerued and ferist. Becoues he think they all have no iq they have no iq at all. they all dumb poeple in his eyes. That all i have to say.

ApisBee
ApisBee

Cool, in-game ads for the same high game cost. Sure glad we wont have to suffer by paying less. Just think,we gamers now get to pay to watch ads. No seriously, who will benefit from this, the gamer?

enemyvillain
enemyvillain

As long as the ads are cool, im ok. Go Ads!!!!!!!!

burninatored
burninatored

I didn't even like the Samsung ad in PDZ. Made me not want to buy their stuff. Hey we should all boycott the businesses that use ads in games. Then they'll listen to us a whole lot more.

19682685635022650119595314255397-kqlyn
19682685635022650119595314255397-kqlyn

For all game publishers reading this... yes, add me to the list of people that are fine with ads. Oh and please do hilarious things like the Burger King thing that happened in Fight Night 3. How about an unlockable Ronald Mc'Donald outfit for the main character in Grand Theft Auto 4 sounds? That would be hilarious!

ksyme99
ksyme99

I doubt game prices will go down, probably mroe to keep them the same with the "increased piracy" thats been going on supposedly. As for the ads themselves, as most have said they will be fine if not invasive...I don't want pop-ups in game :P. Everywhere we go now we see ads, seeing them in games willl add to the realism. As or non-modern games, I am sure game developers can find a way to make it fit with other situatiosn, they are pretty clever/creative you know :P

pyth0n13
pyth0n13

i don't mind in game ads as long as it doesn't interrupt my gameplay like in nba 2k6. if i can easily ignore it (like a small poster on a ware house wall somewhere) then i don't mind it.

NeoJedi
NeoJedi

Everybody is hopping on the bandwagon... so let's hope game prices go down along with that.

jeebs213
jeebs213

my only worry is that developers will start making too many games based on modern settings just so they can stick advertising into it. next thing you know, half life 3 will be set in a modern day new york, just so you can walk around a virtual times square! the horror!

Ryosagi
Ryosagi

I'm all for it if it adds cost for the developers and such. I don't want to be paying $60 dollar games higher for Next-Gen.

_LEBATO_
_LEBATO_

[This message was deleted at the request of a moderator or administrator]

Myriddan
Myriddan

As long as the ad's don't take away from the overall game play and aren't invasive I have no problem...but if I see adds for burger king or an I-Pod in a game like Oblivion I'd have a fit....

xsplinter
xsplinter

Yeh, wtf you all worried about? I really don't mind. I think it'll be pretty cool

Petri87
Petri87

Who cares if games have ads, as long as they are well made and well placed and that they fit in the game then i dont have a problem whit it and i dont think that anyone else have a problem whit it. Theres ads in movies and that doesnt bother me. Its not like i will stop and start reading an ad in a FPS game during a fire fight and it does add more realism into the games since they are ads that exist in the real world. And this is a great solution to the high development cost for next gen games and could in the end lower the price on the game. Wouldnt GTA be cooler if it had real stores and restaurant and real products and cars? I think it would.

Fragmaster3000
Fragmaster3000

lol, I was playing Planetside and saw an add for the "How William Shatner Changed the World", funny, as I had the T.V. on whith the same ad.

Mad_Scientist
Mad_Scientist

I suppose ads in games are inevitable, but I'm still not too happy about it. If they were just limited to intelligent non-invasive forms, I wouldnt mind that much. For example, a game that takes place in a city could have some billboards advertising real products. Since there would probably be billboards advertising fake products otherwise, it wouldn't be bad: it's not as if seeing a billboard for Burger King is so much worse than seeing one for "Burger Monarch." In fact, for games that take place in the real world in modern times, having a few real products make subtle appearances wouldn't be bad at all. Some could argue it would add to the immersion. But I doubt that in-game ads will be limited to such reasonable things. I don't want to see a billboard every two feet telling me to shop at Old Navy, with half the people in the city wearing clothes with the Old Navy label, with my character's friends constantly talking about the latest sales. I also don't want to slay dragons in a fantasy kingdom while drinking Pepsi.

Alexqd3
Alexqd3

I think it will add more realism to games because just like in real life there are ads. everywhere! I personaly wouldn't mind seeing a Ipod ad on a bus stop in the next GTA game.

elessartelrunya
elessartelrunya

It wont lower costs probably, at least, not for us, but then, the adde dmoney better go into making the online content awesome.

Jaclarks
Jaclarks

in-game ads, not cool, but if it lowers cost... FIRST!