PlayStation 3 opens up to in-game advertising

Davey Winder
Thursday, 10 July 2008 20:02

Your IT - Entertainment

Phil Rosenberg, Senior Vice President at Sony Computer Entertainment America has gone on record today to state that the "PS3 is open for the ad business" and how contextual in-game advertising is "positive for the games medium." What does he mean, and is it a good thing for gamers?

Sony Computer Entertainment America has today announced, alongside Sony Computer Entertainment Europe, that Sony has entered into a partnership with a company called Double Fusion in order to deliver "dynamic in-game advertising" on the PlayStation 3 platform.

"Double Fusion will leverage its expertise, technology and sales force" Sony says "working with publishers and advertisers to create effective marketing programs for brands targeting PS3's coveted gamer demographic." If you run this through a marketing BS remover you are left with something that simply says: PS3 games will get adverts whether gamers want them or not.

"We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3" Phil Rosenberg, Senior Vice President at SCEA says. As well he might be when you consider that industry analysts DFC Intelligence forecasts sales for current generation consoles, including portable devices, will exceed 180 million within 3 years.

The financial potential for in-game advertising is not being missed by the console manufacturers nor games developers alike.

The Yankee Group suggests that the total worldwide in-game advertising industry will grow  by an incredible 1,150 percent to USD $971.3 million (AUD $1.01 billion) in the period covering 2006 through 2011.

According to Sony Computer Entertainment, the PlayStation 3 has sold more than 13 million units across the world. Which provides an attractive audience for advertisers looking to reach what it refers to as a "highly targeted, sought after gaming demographic" and you or I might refer as, well, you or I.

So will you be able to escape in-game PS3 adverts? Pretty bloody unlikely, to be honest. Read on to find out why...

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