THQ re-signs with Double Fusion

Publisher hooks up with in-game ad firm once more to spread sponsors' messages through gameplay.

Just over a year ago, THQ and Double Fusion announced that they were working together on a trio of games in development. Today, the in-game ad firm announced that it had expanded its dealings with the publisher, inking a multititle deal allowing it to place ads in upcoming Juiced, MX vs. ATV, and Stuntman games, to name a few.

Double Fusion is promising "a rich array of dynamic advertising placements" in the game, with brands incorporated into the titles' gameplay. The in-game ad firm has said it is seeking approval of its technology for every console platform, and wants to deliver ads into games of all stripes, from massively multiplayer online games to more casual offerings.

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Discussion

46 comments
_Sam_
_Sam_

Why are they getting away with this? The price of the game isn't even going down (it's going up, actually)

Mattyrock
Mattyrock

Hope they make this Stuntman a bit more worthy

Somini
Somini

The more in-game advertising, the less we should have to pay for the games....

dr_jashugan
dr_jashugan

Ironwulfen I hate in-game advertising... I BUY a game to get the game and not some stupid comercial! I couldn't have said it better than you. 8)

peeweeshift
peeweeshift

that sounds like it will work well. I thought of that idea when the dreamcast was out. to bad i didn't voice my opinion

Ironwulfen
Ironwulfen

I hate in-game advertising... I BUY a game to get the game and not some stupid comercial!

jaxon58
jaxon58

I can't see anything wrong with it. Formula 1 and most motorsports are littered with adverts in real life, why should this be different? Nearly all racing games have billboards or side hoardings with adverts on. The difference is that in the past these adverts were probably made up, now they're going to be actual adverts. Makes no difference to the player.

FrenziedRaldo24
FrenziedRaldo24

Pathetic. Then again Ive never bought anything from THQ in the first place, so no matter.

rokkuman09
rokkuman09

In game advertising... yuck. I hate in game dynamic advertising. The only games they are acceptable in in my opinion are games where the advertisements fit and make sense. Such as in a football game, or a NASCAR game... But I don't want to be sniping some dude on BF2142 and all the sudden see a coke billboard behind him.. No thanks. In some games it just is stupid..

miiiguel
miiiguel

It's all a matter of common sense. While it'd be odd to play a football game with no ads at all, it also be annoying to have cut-scenes to advertise something. As along as it's well placed, it's ok.

dstryr13
dstryr13

hopefully this will d/l content either free or really cheap seeing as how they have some more money bags on board

Ricky-cubano
Ricky-cubano

I understand that if you advertise in games that it might be a good i dea but most games doesn't deserve to have advertisement. Like fast race car games, whos really goign to pull over in a race to see what cingular is saying thier billboards.

chineolee
chineolee

Advertising is so part of modern life that I doubt it will look particularly out of place in many videogames, which after all purport to imitate modern life. Hopefully restraint will be exercised with videogames that are meant to be escapist, like Warcraft or other games not in a contemporary setting, because for these types of games, ads could be offputting.

Krigon
Krigon

If they are ingames they should use like In game characters on the ads or in game jokes on the ads. Everything to make it fit into the game.

Maeros4
Maeros4

mmorpg? oh oh, mmorpgs are all fantasy based now i hope they have a modern mmorpg in the works what he means because else it will be bad

kavadias1981
kavadias1981

I can see the future of gaming already: "Metal Gear Solid 7 sponsored by Starbucks" Shoot me before the industry gets this way. Looks like I haven't got much time....

Rhubarb9
Rhubarb9

fine as long as the game is set in a modern day theme don't want real life ads in medieval or the future game themes :/

zsc4
zsc4

Most advertisements are really stupid and boring,as long as they are in games they have to be at least half decent :?

LorenaLarue
LorenaLarue

Looks like THQ is gunning for the Best and Worst of 2007: Most Despicable Use of In-Game Advertising Award

VegetaMaelstrom
VegetaMaelstrom

DameonAngell: "We watch TV with ads. We pay for TV without ads. We listen to music with ads. We pay for music without ads. We play games with ads. We pay for games without ads. ... anyone see the connection here?" Well said!!

Stan_Gable
Stan_Gable

I'm all in favor of GEICO ads on games (or any company for that matter) as long as they are clever like the cavemen commercials!

wenbin09
wenbin09

potientially disppointing games!

benny_da_hudd
benny_da_hudd

Bishop25 wrote: "You know logic would tell you that if a game is expensive to make so they must raise the base cost of a video game to 60 dollars(which is reasonable as long as quality is assured) that huge deals with advertisement agencies would result in the price being able to deflate..are we going to see that, no. Congats THQ on being failures." I couldn't agree more!

Switch0025
Switch0025

I used to be fine with in-game ads until I realized that I haven't played one ads-included-game that was able to portray the ads like they actually belonged there. Most publishers can't even publish a game without their greed getting in the way and f-ing everything up, let alone put ads into their games tastefully.

stoutlad
stoutlad

I can honestly say I'm apathetic to the whole idea. I realized a long time ago that no matter my preference, the ads will be there. Just don't be overly intrusive.

Bishop25
Bishop25

You know logic would tell you that if a game is expensive to make so they must raise the base cost of a video game to 60 dollars(which is reasonable as long as quality is assured) that huge deals with advertisement agencies would result in the price being able to deflate..are we going to see that, no. Congats THQ on being failures.

neo5387
neo5387

I dont see why ads have got to be placed in video games. Its not like it helps out. Were more intrested in the gameplay than the ads. Ads = boring.

greenpepper18
greenpepper18

who cares bout in game adverstising...it not like ure playing and all of a sudden BOOM and and takes up ure hole screeen and u cant play...there usually part of the enviorment....for example in movies u kno how many ads u see...take a look at Crank u think the scene wer he goes and takes all that RedBull from the fridge wasnt paid by Redbull...u dont even notice most commercials as long as they dont interuput ure gaming experiance who cares..... another thing is that these ads help the developers make better games...wer do u think they get there money to buy all the technology that they put in that game...if these ads help the developers make better games then who cares let em do just that i mean please be my guest...

jjjgem
jjjgem

its all about money dam it! there will be downloadable content '400 points to replace the ad with something else like pretty girls or boys, which ever way you swing!

Ironclash
Ironclash

I actually laugh everytime I see an in-game ad. Like that time when I saw an Axe billboard in a level in GRAW for the first time. Aah... Good times.

GeigerdolylWodd
GeigerdolylWodd

So let me get this straight...Let's sayyyy thaaat Double Fusion's current client is BMW and THQ is making another GTA clone game like Saints Row...Will I actually be able to testdrive a BMW RTV in the game? While the dealer advertises its features and functions?...AWESOME!!! Now don't charge me for it to be in the game PUT it there to BEGIN WITH!!!

jjjgem
jjjgem

THIS IS TOTAL CRAP!!!

Gadeos
Gadeos

Man... isn't enough ads we see everywhere??? And now they wanna put 'em into games; the only way I'd accept it, is that they are somehow fit into the game world, so it's noticeable but doesn't interrupt you while playing. Anyway, if developement costs are reduced because of those in-game ads, they're welcome, as long as game's final price is also cut.

interpolred
interpolred

I usually don't pay attention to the ads.

Somini
Somini

Yay, more in-game ads...ahem... Seriously, this is bad, really bad. They can give me ads before the game and after, but I don't wan't to have ads during a gameplay experience unless it's unusually well-placed or fits perfectly into the games worlds. In general, I believe that ads are a work of the devil.

wwonka666
wwonka666

As long as they are placed appropriately they can ad to the reality of a game. If they are just added or if they are in commercial style ever, then I will not buy a game from the company who decides to put it that type of game out as I shouldn't have to pay for it. However, I guess about 2-3 million of us paid for one big game advertisment when we bought the Burger King games so I guess I cant say never, ever.

DameonAngell
DameonAngell

We watch TV with ads. We pay for TV without ads. We listen to music with ads. We pay for music without ads. We play games with ads. We pay for games without ads. ... anyone see the connection here?

Pete5506
Pete5506

what ElectrolightSH said

ElectrolightSH
ElectrolightSH

Well If they put ads in their games then they better be free or very cheap or people will not buy them, myself included.

Ryo_Kensen
Ryo_Kensen

In game advertising makes me cry.

Hedfix
Hedfix

So they can still publish licences that don't sell so strongly. Juiced is hardly AAA material.

swat20
swat20

im paying money for the damn game so y am i getting ads in it again?

comthitnuong
comthitnuong

They are announcing how awesome the in game advertising will be?

Hedfix
Hedfix

Can't wait for the "Buy a PS3 or the puppy gets it" ads.