Massive has signed a deal with its first top-five developer client, THQ, to serve and track dynamic in-game advertising in upcoming videogame titles, and it hopes to develop ways to more deeply embed advertisements and sponsorships into games, writes MediaPost. Massive's network of games has served ads into 19 million play sessions, according to Massive'sChief Marketing Officer Nicholas Longano, and it is now seeking "deeper integrations in which advertising and messaging become part of the gameplay experiences."