Gamingnext


THQ and Double Fusion team up

Posted in Gaming,Next,Rant by Shawn Wallace on 8 2006f March 2006

Team up to do what you ask? Why, to bring more advertisements to video games! Here’s the official release:

FOR IMMEDIATE RELEASE

THQ AND DOUBLE FUSION FORM MULTI-TITLE IN-GAME ADVERTISING AGREEMENT

Leading Global Video Game Publisher and In-game Advertising Leader To Work Together Across Upcoming Current and Next-Generation Releases

AGOURA HILLS and SAN FRANCISCO, Calif., – March 8, 2006 – THQ Inc. (NASDAQ: THQI) and Double Fusion, a leader in in-game advertising, announced today a multi-title relationship where Double Fusion will represent three upcoming THQ titles to advertisers and agencies. Titles include new, original properties for next-gen and licensed properties scheduled for release this fall.

“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, THQ Inc. “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, 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.”

Double Fusion’s technology enables advertisers to serve and measure rich-media campaigns within the immersive game environment itself, while allowing game publishers to increase their per-title revenues through advertising.

I’ve said it once, and I’ll say it again; these types of deals should ultimately benefit the consumer by bringing the retail cost of the game down a few dollars. However, we know that won’t happen. There is one line in there that cracks me up though:

“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.”

Deep storyline intergrations? Great… so that means we can look forward to the final level in action games being a Mountain Dew can hunt instead of “kill bad guy x” or “escape before time runs out”. Ugh.

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