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THQ goes exclusively Massive

Publisher commits to Microsoft-owned company for all its worldwide PC and Xbox 360 in-game ad needs, starting with Saints Row 2.

In this generation of consoles, THQ has been an in-game advertising swinger. Shortly after the launch of the Xbox 360, THQ cozied up with in-game ad firm Massive Inc. in a hazily defined arrangement. That was apparently an open relationship, as the publisher also flirted with Double Fusion. Last year it seemed as if THQ was settling down with Double Fusion when it re-upped a deal with the company.

With luck, Massive will get bigger advertisers than

With luck, Massive will get bigger advertisers than "Company of Gyros."

However, today THQ made known its commitment to Massive, saying "I do" to a multiyear worldwide exclusive agreement to have the in-game ad provider handle all dynamically served spots on THQ PC and Xbox 360 games. Saints Row 2 will be among the first such titles to feature Massive's ads. THQ can apparently still have a thing on the side, as the deal with the Microsoft-owned Massive does not cover games on the PlayStation 3.

Massive has boasted a number of big-name clients, including NCsoft, Atari, Eidos, Konami, Codemasters, Vivendi Games, 2K Sports, Spark Unlimited, Acclaim, Ubisoft, and Sony Online Entertainment. It was also responsible for perhaps the highest-profile dynamic in-game advertising yet, the Barack Obama presidential campaign ads in Burnout Paradise and a slew of other Electronic Arts titles.

37 Comments

  • FinalMyrmidon

    Posted Jan 17, 2009 11:04 pm GMT

    Snus3n...your opinions reflect neither a nuanced understanding of gaming nor of business acumen, as I see it. Firstly, in-game advertising does not necessarily hurt game performance. None of my games have ever experienced problems this way. Secondly, if the game is still enjoyable, why complain? I am bothered by people who incessantly try and find something to dislike. They take up a "cause" and reject good things on the basis that their cause is worthwhile. This might be okay if we were saying, "Stop warlordism" or "Burning down orphanages is not okay!" But, "I don't want to see advertisements"? That kind of argument will get no sympathy from me.

  • snus3n

    Posted Jan 8, 2009 12:23 am GMT

    Omfg, i was looking forward to this title.. And now, when they give me ads in the game.. shouldnt they pay me to play it instead?
    Sad sad story to have a company like this doing this.
    This is one title that wont be bought by me.
    I hope theres a big lable saying this game has ads in it.. otherwise i do know it will be taken off shelves in sweden rather fast when ppl starts sending in those complains ^^

    And i cant understand how ppl can be fine with this crap ingames..
    Theres no cut in the final price due to this.. Hogs down performance of the game and you have to look at commercials.. Where i come from, its like this: if the media has commercial in it its free. And well, doh.. if the companies puts commercial in em and gets cash that way.. I know that alot of pp will see it like that, because the game will basicly all ready been paid for by forcing you to watch their commercials.. I have a feeling this game could accually become more downloaded than even spore got.. on both xbox and pc side

  • jivemaster

    Posted Dec 4, 2008 3:15 am GMT

    I only support in-game advertising if it is used in the traditional sense such as on billboards *and* if it reduces the cost of games. The latter of which will not happen.

    And they can only be static. I don't want them hogging my bandwidth with them streaming movies for some crappy advert.

  • kyzar_x

    Posted Dec 1, 2008 2:32 pm GMT

    as long as the ads are in places where they are in real life np but if they pull of something like putting the king from burger king in a game again like in fight night i will be mad

  • Sparty_On

    Posted Nov 28, 2008 11:49 am GMT

    I don't mind the ad's in games as I don't really see them that much or don't pay that much to it.

  • TehUndeadHorror

    Posted Nov 26, 2008 6:06 am GMT

    Wow I didn't catch any of that... hey look its 3...

  • maldoror19

    Posted Nov 25, 2008 6:03 pm GMT

    Sorry, I got mixed up. Instead of PGR4, I was refering to Need for Speed ProStreet

  • maldoror19

    Posted Nov 25, 2008 5:57 pm GMT

    A lot of you have said that you don't really notice the IGA or that it is not all that noticeable, but the fact that it is there still has an impact because advertising works better on a subconcious level. On the other hand look at Project Gotham Racing 4 - that game was so filled with blatant advertising it was appalling. IGA can be used effectively as a means to an end, and it can be totally abused by the publishers. Publishers need to have integrity, but what usually happens is the richer they get the more morally bankrupt they become.

  • downinkashmir

    Posted Nov 25, 2008 4:04 pm GMT

    In game advertising sucks big ones, especially when the consumer doesn't see their presence reflected in the price of the game. I smell boycott.

  • huladog123

    Posted Nov 25, 2008 3:42 pm GMT

    Well, looks as though THQ isn't just making kiddy games anymore...

  • spartanwrath

    Posted Nov 25, 2008 3:01 pm GMT

    hey whatever. these guys are giving the developers money and that lets them make the games better. as long as i dont have to deal with getting calls on my cell phone in GTA IV about switching over to a new credit card or some crap im ok with it.

  • mspranav

    Posted Nov 25, 2008 2:28 pm GMT

    I never notice the in game adds ,, are they that important ?

  • Media_Mind

    Posted Nov 25, 2008 2:20 pm GMT

    yup

  • Petri87

    Posted Nov 25, 2008 2:16 pm GMT

    as long as they are flat textures on the floor/ground SWAT STYLE then its fine by me

  • sussmeyer01

    Posted Nov 25, 2008 1:49 pm GMT

    Hope you can ride a horse!!!

  • freshgman

    Posted Nov 25, 2008 1:34 pm GMT

    as long as they are on billboards i don care

  • TIE_Elite_Pilot

    Posted Nov 25, 2008 1:30 pm GMT

    best game with in-game advertising . . . Mercs 2, because you got money for blowing the billboards up. IGA doesn't really bother me, as I'm usually so focused on the game, and it's usually placed were it would make sense in real life. Now if it cropped up in Gears 2 or God of War 3 . . . that'd be iffy.

  • Blazzen23

    Posted Nov 25, 2008 1:17 pm GMT

    I have to say I never even really notice the ads when Im playing games

  • setonj18

    Posted Nov 25, 2008 1:16 pm GMT

    As long as the ads arren't like NFS prostreet i'm cool with it

  • parrot_of_adun

    Posted Nov 25, 2008 1:10 pm GMT

    As far as I can tell, they're placed just as they would be in reality (i.e. billboards, not sponsored loading screens), so this is fine by my book.

  • Pete5506

    Posted Nov 25, 2008 12:59 pm GMT

    Its not that bad as long as they do stop the gameplay to show an ad

  • Xxgood-timesXx

    Posted Nov 25, 2008 12:51 pm GMT

    as long as the ads arent noticeable i dont give a f@k

  • BumFluff122

    Posted Nov 25, 2008 12:44 pm GMT

    I doubt they are going to add 'more ads' into games. The games will be just exactly as they are now since theree are already ads in the games you play. This is not the first company that Massive has signed agreements with and it won't be the last.

  • King_Chozo

    Posted Nov 25, 2008 12:37 pm GMT

    Some of you guys are babies. You act like they're gong to have commercials play in the middle of our games. It makes the game more realistic to have real ads on billboards and as sponsors in sports games and it gives the developers more money which in turn will (hopefully) make better games for us.

  • Xavier_Draven

    Posted Nov 25, 2008 12:35 pm GMT

    In game advertising doesn't bother me. Most of the time I do not even notice. Now Advertising all over XBOx Live? Thats different. I have to pay for that yearly.

  • Arch649

    Posted Nov 25, 2008 11:43 am GMT

    At first I thought they were talking about Massive Entertainment. The creators of World in Conflict . . . oh well.

    More ads . . . great.

  • halosniper52

    Posted Nov 25, 2008 11:42 am GMT

    I like some ads in some games. Like gta games is makes it seem more real when I see an ad on a billboard. Madden I does not bother me at all. Some games tho it really just gets in the way and just makes u mad.

  • harb10

    Posted Nov 25, 2008 11:37 am GMT

    The last thing we need are ads in the games...

  • LK9988

    Posted Nov 25, 2008 11:35 am GMT

    Oh, great!(sarcasm) More dumb and annoying in game advertising it looks like here.

  • GodsPoison

    Posted Nov 25, 2008 11:33 am GMT

    Like the poll about in game ads said a while back on GS, there only good if we can crash our cars through them.

  • Superdude475

    Posted Nov 25, 2008 11:19 am GMT

    Instead of billboards, can it be something fun like we can run over Ronald McDonald, or blow up an Old Navy.

  • freshgman

    Posted Nov 25, 2008 11:17 am GMT

    that would be annoying.

  • Blaze_Hrimfaxi

    Posted Nov 25, 2008 11:07 am GMT

    Great, more adds for crap we dont want shoved down our necks!

  • thirteen_zombie

    Posted Nov 25, 2008 11:03 am GMT

    it really takes from a game when you see an ad for something. But when its a game like burnout where its not really a game based on a world far from here its a little less aggrevating. Either way, I dont like it.

  • dan-rofl-copter

    Posted Nov 25, 2008 10:47 am GMT

    i don't like in game advertisement

  • lbjkurono23

    Posted Nov 25, 2008 10:42 am GMT

    I hate in game advertising :/

  • tarek6

    Posted Nov 25, 2008 10:41 am GMT

    WHY THE CHILDISH STUFF

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