"Dynamic, in-game advertising not only offers publishers new revenue opportunities, but when done properly creates added realism that can actually enhance game play," said Kelly Flock, executive vice president of worldwide publishing, THQ. "We are excited to team with Massive because we believe their network strategy and sensitivity to game play will deliver value to publishers, advertisers and gamers. We look forward to exploring together what we see as a world of new possibilities for delivering advertising to the medium of interactive entertainment."

Well, if they want to start offering free games that include adds, well then we'd be closer to the sort of advertising we see on TV. However, I'll never pay a premium price for a game that contains advertising.