PS3 to get dynamic in-game adds

By: Scott Nichols, PCWorld, 05/06/2008

Madison Avenue's inroads into the virtual world have just been extended. Sony says it will now start running ads in PlayStation 3 games.

Sony has reached an agreement with marketing firm IGA Worldwide to provide dynamic in-game ads for the PlayStation 3. Shortly after the announcement, IGA Worldwide announced a deal making IGA Worldwide the exclusive ad provider for PS3 games developed and published by industry giant EA.

Games most likely to be effected by this deal are EA Sports games as well as racing games like Need for Speed and Burnout. The move by Sony is most likely to counteract Microsoft's buy out of advertising firm Massive and then creating a similar exclusive deal providing advertising for Xbox 360 games. Read the full entry ...

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