Sponsored By

Sony, IGA Confirm PlayStation 3 In-Game Ad Deal

Sony has confirmed rumors of a new partnership with in-game advertising firm IGA Worldwide to become the first provider of dynamic ads on the PS3, with IGA announcing a two-year exclusive deal with EA to provide ads in the PS3 versions of games like _NB

David Jenkins, Blogger

June 4, 2008

1 Min Read

Officials from Sony have confirmed rumors of a new partnership with in-game advertising firm IGA Worldwide, as in-game space for advertisements is made available on the PlayStation 3 format. IGA Worldwide has been selected as the PlayStation 3’s first, but by implication not sole, partner. Rumors earlier this year suggested that the company’s open advertising strategy could see many different companies, including IGA rivals Double Fusion and AdScape, competing for deals. Sony meanwhile created its own in-game advertising business unit in October of last year. Following the announcement, IGA confirmed a two year agreement with Electronic Arts to become the company’s exclusive PlayStation 3 ad partner. Under the new agreement IGA will provide advertising for Electronic Arts franchises NBA Live, NASCAR, NHL, Need for Speed and Burnout. “The PS3 platform is primed to leverage the high growth potential of the in-game advertising market,” said Phil Rosenberg, senior vice president of Sony Computer Entertainment America. “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 of 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,” he added.

About the Author(s)

David Jenkins


David Jenkins ([email protected]) is a freelance writer and journalist working in the UK. As well as being a regular news contributor to Gamasutra.com, he also writes for newsstand magazines Cube, Games TM and Edge, in addition to working for companies including BBC Worldwide, Disney, Amazon and Telewest.

Daily news, dev blogs, and stories from Game Developer straight to your inbox

You May Also Like