Advertisers will be able to develop, insert and track ad units like billboards and branded merchandise with San Francisco-based Double Fusion. The deal also extends to non U.S. games through Sony Computer Entertainment Europe (SCEE).
"PS3 is open for the ad business,"
said Phil Rosenberg, SVP at SCEA. "(We're) taking a major role in enabling this fast-developing sector that is both positive and inevitable for the games medium."--Tameka Kee