Sony Computer Entertainment America (SCEA) has inked its first in-game ad distribution deal for its wildly popular PlayStation 3 (PS3) platform. SCEA chose New York-based IGA Worldwide to sell and
serve dynamic ads into upcoming PS3 games. The deal also includes representation for Sony Computer Entertainment Europe, extending the coverage area to consoles in Europe, the Middle East, and Africa.
IGA also announced an exclusive management deal with Electronic Arts (EA), which will add the full breadth of the game giant's PS3 library to IGA's network. EA's games include sports franchises like
"Madden NFL" and "NBA Live," as well as racing titles like "Need for Speed."
--Tameka Kee
