Dynamic in-game ads heading for PS3

Stephen Withers
Friday, 06 June 2008 03:15

Opinion and Analysis

In-game ads are nothing new, but Sony is following Microsoft's lead by providing a mechanism for adding dynamic insertions to PlayStation 3 titles.

Sony's approach is to allow a competitive market, with advertisers and game publishers able to pick and choose between middlemen.

At least that's the theory: initially, only IGA Worldwide has been chosen as Sony's "advertisement distribution partner."

"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market," said Phil Rosenberg, senior vice president, Sony Computer Entertainment America.

"“Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers."

While that sounds like it should be no more than hyperbole, a recent study carried out by new media research firm Interpret found that around 70 percent of players thought dynamic in-game advertisements add to the realism of games and look cool.

The study was carried out on behalf of Massive (a Microsoft subsidiary company that inserts advertising into games from companies such as 2K Sports, Activision, EA, Microsoft Game Studios, and Ubisoft) and four of its advertisers.

What does IGA have to say about the deal? Find out on page 2.