Sony introduces in-game ads to PS3

Sony has introduced of dynamic in-game advertising on PS3.

Marketers interested in placing advertisements in games for PS3 or publishers with available in-game space for advertisements will now be able to engage through advertisement distribution partners.

IGA Worldwide has been selected as PS3’s first partner.

The PS3 platform is primed to leverage the high growth potential of the in-game advertising market,” said Phil Rosenberg, Senior Vice President, SCEA. Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers.”

PlayStation 3 is undoubtedly the prime opportunity for the in-game advertising industry,” said Justin Townsend, CEO, IGA Worldwide.

Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people’s living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot.”