THQ Taps Double Fusion to Integrate Ads

The publisher of "Destroy All Humans" and "Juiced" steps further into in-game advertising.

Top-ten videogame publisher THQ tapped in-game ad firm Double Fusion to represent several of its upcoming titles to advertisers and agencies.

Under the agreement, Double Fusion will broker ad placements in three undisclosed THQ titles. The ad units in question are integrated with game play and are not dynamic, which means creative executions cannot be switched out on the fly.

THQ has a pre-existing arrangement with Massive Inc., a prominent in-game ad network and one with established ties to many large advertisers, to provide dynamic placements. Neither deal cancels the other.

“Virtually every [game publisher] is hungry to test the different technologies,” said John Epstein, who co-heads United Talent Agency’s digital and gaming group and brokered the THQ/Double Fusion deal. Epstein sits on Double Fusion’s board.

“We believe it’s very early in the market cycle,” he said. “The smart advertisers are getting in now. We certainly feel that Double Fusion has a greater sensibility when it comes to matching advertisers with game content.”

Double Fusion is on a bit of a roll. Last month it secured a contract to represent dynamic ad inventory in titles created by Midway Games.

Kelly Flock, EVP of worldwide publishing for THQ, said in a statement that he hopes the Double Fusion deal “will help us reshape the way marketers deliver content and consumers interact with that content during their game experience.

THQ’s recent titles include “WWE SmackDown vs. Raw”, “Bratz Rock Angelz”, “The Incredibles: Rise of the Underminer” and “SpongeBob SquarePants: Lights Camera PANTS!”.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource