In-game advertising, the concept that has generated a debate from gamers all over the world but the gaming companies are excited about it nonetheless. Now the SCEA along with SCEE has sent word about the introduction of dynamic in-game advertising on the PlayStation 3. The first distribution partners are IGA.
Justin Townsend is the chief executive officer at IGA Worldwide. He says, “PS3 is certainly the prime opportunity for the in-game advertising industry. 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.”
Phil Rosenberg, Senior VP at Sony Computer Entertainment America. He commented, “The PS3 platform is primed to leverage the high growth potential of the in-game advertising market. Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers.”
Sony has claimed that the in-game advertising industry is expected to grow more than a thousand percent between 2006 and 2011, quoting the figures from the Yankee Group. Sony had announced the formation of an in-game advertising business unit in 2007. Earlier this year, Microsoft and Electronic Arts had come up with a in-game advertisement deal.