• July 11, 2008

Sony Computer Entertainment America (SCEA) has partnered with Double Fusion to provide dynamic in-game ads for the PlayStation 3 (PS3). The news comes about a month after the gaming giant announced that it had opened up the next generation console to advertising in a similar deal with IGA Worldwide.

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