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IGA Bringing In-Game Ads to PlayStation 3

By Alex Petraglia on Wednesday, June 4, 2008 at 9:15 AM EST  

Leading in-game advertising firm IGA Worldwide has reached an agreement with both Sony Computer Entertainment of America and Sony Computer Entertainment of Europe to deliver their “organic and dynamic” advertisements to upcoming PlayStation 3 titles.

“The PS3 platform is primed to leverage the high growth potential of the in-game advertising market,” said Phil Rosenberg, Senior Vice President, SCEA. “Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers.”

“PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry,” said Justin Townsend, CEO, IGA Worldwide. “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.”

Details regarding the placement or integration of such ads was not made clear, nor were any potential Sony titles that these ads might appear in listed, although the publisher’s upcoming Gran Turismo 5 (pictured) seems like an obvious first-choice.

The in-game advertising industry is said to reach $970 million worldwide by 2011. I’ve yet to meet a single gamer who cares for it.

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