Officials from Sony have confirmed rumors of a new partnership with in-game advertising firm IGA Worldwide, as in-game space for advertisements is made available on the PlayStation 3 format.
IGA Worldwide has been selected as the PlayStation 3's first, but by implication not sole, partner. Rumors earlier this year
suggested that the company's open advertising strategy could see many different companies, including IGA rivals Double Fusion and AdScape, competing for deals. Sony meanwhile created its own in-game advertising business unit
in October of last year.
Following the announcement, IGA confirmed a two year agreement with Electronic Arts to become the company's exclusive PlayStation 3 ad partner. Under the new agreement IGA will provide advertising for Electronic Arts franchises NBA Live
, Need for Speed
"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market," said Phil Rosenberg, senior vice president of 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."
"PlayStation 3 is undoubtedly the prime opportunity for the in-game advertising industry," said Justin Townsend, CEO of 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," he added.