Sony to open up in-game ads?

Advertising Age

is claiming that Sony has opened up its in-game advertising platform on PS3, representing what is one of the biggest new opportunities in the sector.

Sony is reportedly in the process of beginning to sell its own in-game ads via a PlayStation Network-dedicated sales team, whilst third party publishers have also been given licence to strike deals with advertising firms in relation to upcoming PS3 titles.

Advertising Age also claims that the major in-game ad firms had hoped for exclusive PS3 contracts, but that analysts favour Sony’s open approach as it is more conducive to a competitive playing field.

When contacted, SCEE told MCV that it is not in a position to comment at the moment, but that in-game advertising is a sector it is currently examining.