Officials from publisher THQ and in-game advertising firm Double Fusion have announced a multi-title deal where Double Fusion will represent three upcoming THQ titles to advertisers and agencies.
None of the titles have been named but are described as including new, original properties for next generation consoles and licensed properties scheduled for release this autumn. Double Fusion’s technology enables advertisers to serve and measure advertising campaigns within games – a concept that is becoming increasingly popular with many traditional publishers.
"In-game advertising opens up new revenue opportunities for the company, and helps us deliver an exceptionally strong communications channel to our brand and marketing partners," said Kelly Flock, executive vice president of worldwide publishing at THQ. "We feel that Double Fusion has a very compelling offering that will help us reshape the way marketers deliver content and consumers interact with that content during their game experience."
"THQ is consistently one of the most innovative publishers in the video game industry and this relationship will further establish in-game advertising as an effective vehicle that provides a huge benefit to gamers, publishers, and advertisers alike," said Elie Wurtman, chairman of Double Fusion. "By providing marketers access to a wide range of opportunities in THQ's titles, from billboards to deep storyline integrations, we're able to offer a significant value proposition to our partners."