The FINANCIAL — Massive Inc., a wholly owned subsidiary of Microsoft Corp., and one of the leading networks for video game advertising, and THQ Inc. on November 24 announced a global, multiyear deal naming Massive as the exclusive, dynamic, in-game advertising partner for THQ’s upcoming game titles on the PC and the Xbox 360 video game and entertainment system.
Massive’s collaboration with THQ will include dynamic in-game advertising within several of THQ’s owned properties, including the critically acclaimed, open-world “Saints Row” franchise. “Saints Row 2” shipped more than 2 million units globally in the first two weeks of its October 2008 release and will be one of the first titles to feature dynamic in-game ads as part of the deal with Massive.
“By aligning with THQ, Massive is now poised to represent new content and franchises that are realizing enormous market success globally,” said Eric Bassman, COO of Massive. “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.”
The Massive partnership also extends to a portfolio of established THQ titles that span varied game genres and target a diversity of age and location demographics. The addition of THQ to Massive’s existing publisher portfolio strengthens Massive’s footprint within the gaming industry and extends its ability to offer new advertising opportunities to brands aiming to reach traditionally hard-to-reach audiences.
“We have entered into a strategic agreement with Massive because it is a leader in the emerging industry of in-game advertising,” said Scott Guthrie, executive vice president of publishing at THQ. “The Massive team has a strong track record of collaborating with game developers, sports leagues and advertisers to find a unique way to place brands and products that enhance the gameplay experience.”