Publisher THQ sent word today that they've partnered with Microsoft-owned Massive for all their in-game advertising needs on Xbox 360 and PC. The global, multiyear deal will include dynamic in-game advertising within several of THQ's owned properties. One of the first titles to feature dynamic in-game ads will be Saints Row 2, which shipped more than 2 million units globally in the first two weeks of its October 2008 release.

The two companies said the partnership "also extends to a portfolio of established THQ titles that span varied game genres and target a diversity of age and location demographics."

"We have entered into a strategic agreement with Massive because it is a leader in the emerging industry of in-game advertising," said Scott Guthrie, executive vice president of publishing at THQ. "The Massive team has a strong track record of collaborating with game developers, sports leagues and advertisers to find a unique way to place brands and products that enhance the gameplay experience."

"By aligning with THQ, Massive is now poised to represent new content and franchises that are realizing enormous market success globally," said Eric Bassman, COO of Massive. "And with an open-world, mission-based game such as Saints Row 2 coming into the Massive network, we can work creatively with advertisers to place their brands in new, edgy environments."