Sony set to open up to in-game advertisers

http://www.forbes.com

By Mary Jane Irwin June 4, 2008

Burlingame, Calif. - Sony is set to ignite the world of advertising in videogames Wednesday, when it plans to announce it is opening its gaming platform to in-game ads from outside agencies.

In-game ad firm IGA Worldwide is expected to become the first company to get the nod to deliver dynamic ads to games on Sony's PlayStation 3. Competitor Double Fusion is believed to be finalizing its own relationship with Sony.

For videogame makers, the live delivery of rotatable ads into games is an appealing new source of ongoing revenue.

Click here to read Mary Jane Irwin's full report via Forbes.


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