THQ and Massive Sign In-Game Ad Deal
THQ and Massive on Monday announced plans that would allow Massive, an in-game advertising network, to place its ads in THQ video games. The two companies say that the deal would help to enhance the realism of THQ games, and would enable the company to monetize its titles even further.
In-game advertising has become a big business, with companies using the revenue gained from these partnerships to further ensure the profitability of video game titles. For example, Massive offers the publisher $1-$2 for each ad served in the game.
The company has partnerships with 29 game manufacturers and 60 advertisers, including Coca Cola, Honda, NBC, Nokia, T-Mobile, Universal, Verizon, and Warner Brothers. Massive has sales offices in New York, Los Angeles and San Francisco, with international locations in Europe and Asia.
"Dynamic, in-game advertising not only offers publishers new revenue opportunities, but when done properly creates added realism that can actually enhance game play," executive vice president at THQ Kelly Flock said. "We look forward to exploring together what we see as a world of new possibilities for delivering advertising to the medium of interactive entertainment."
According to Massive, it is the first and only network that delivers advertising in gaming titles. The ads included within are dynamic, meaning they can be updated with current information and promotions through the Internet.
Massive began operations in October of 2002, and in May 2004 it formally launched its ad network at E3 with publishing partners Atari, Konami and UbiSoft. In April 2005 it announced that it had secured deals with several blue chip advertisers.
But will gamers be accepting of such ads appearing in video games they already shell out up to $60 for? Massive thinks so.
"The Massive Network represents an entirely new media that combines the most engaging, active entertainment medium with contextually relevant advertising that positively enhances the consumer experience," Massive CEO Mitch Davis said at the time.