The multiyear deal will see Massive serving dynamic in-game ads into many of THQ's existing and future products, with the company mentioning Saints Row 2 as a prime example.

"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," said edgy Massive COO Eric Bassman.