THQ Inks Deal for Ads Inside Computer Games

Computer game developer THQ Inc. has signed a multiyear contract with Massive Inc. to develop in-game advertising promotions. Terms have not been released.

Massive, which is a subsidiary of Microsoft Corp., will be responsible for finding unique ways to place brands and products within computer games.

The companies will collaborate to develop ads placed in several games developed by THQ for the PC and Xbox 360 video game entertainment systems.

Ads will be included within Saints Row game titles, among others that target diverse age and demographic groups. Eric Bassman, chief operating officer at Massive calls this “a new and edgy environment” for advertisers.