THQ re-signs with Double Fusion

By Brendan Sinclair, GameSpotPosted Apr 9, 2007 4:33 pm PT

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.

46 Comments

  • _Sam_

    Posted Apr 17, 2007 5:49 pm PT

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

  • a-man-called-e

    Posted Apr 11, 2007 9:16 am PT

    tipical

  • Mattyrock

    Posted Apr 10, 2007 10:53 pm PT

    Hope they make this Stuntman a bit more worthy

  • Somini

    Posted Apr 10, 2007 5:26 pm PT

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

  • dr_jashugan

    Posted Apr 10, 2007 5:11 pm PT

    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.

  • peeweeshift

    Posted Apr 10, 2007 4:30 pm PT

    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

    Posted Apr 10, 2007 4:04 pm PT

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

  • jaxon58

    Posted Apr 10, 2007 3:18 pm PT

    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

    Posted Apr 10, 2007 1:15 pm PT

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

  • tubarao1

    Posted Apr 10, 2007 12:33 pm PT

    it´s only about $$$!

  • rokkuman09

    Posted Apr 10, 2007 9:56 am PT

    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

    Posted Apr 10, 2007 9:42 am PT

    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

    Posted Apr 10, 2007 8:25 am PT

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

  • Ricky-cubano

    Posted Apr 10, 2007 8:15 am PT

    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

    Posted Apr 10, 2007 6:39 am PT

    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

    Posted Apr 10, 2007 3:53 am PT

    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

    Posted Apr 10, 2007 3:05 am PT

    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

    Posted Apr 10, 2007 12:32 am PT

    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

    Posted Apr 9, 2007 11:58 pm PT

    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

    Posted Apr 9, 2007 10:36 pm PT

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

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