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PS3 console to serve in-game advertisements

Sony Corp has announced that it will be introducing dynamic in-game advertising on the PlayStation 3 in both the UK and the US.

The PS3 console maker has selected IGA Worldwide as its first console advertising partner.

Marketers and companies interesting in having the ads in games are now able to engage through advertisement distribution partners.

“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.”

To date, the PS3 has made use of static in-game ads, in which the spots are present on the game disc at the time of shipping and don’t change after release. Dynamic in-game ads can be scheduled like TV ads, switched out, or updated on the fly, letting publishers reap extra income by promoting a wider array of products such as time-sensitive movie launches over a longer period.

Analysts have said the dynamic in-game advert market will reach $1 billion by 2011.