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June 4, 2008 // 4:07 pm - Sony has recently revealed that they have plans to open up the PS3 to in-game advertising from outside agancies. In-game ad company IGA Worldwide is widely tipped to become the first company to deliver dynamic adverts to games on the PS3 console.

Andy Swanson, a Ubisoft director commented that Sony's decision to do this will strengthen the viability of in-game advertising field in general and should be positive in terms of growing the ad revenue for games.

To quote: Sony is set to ignite the world of advertising in videogames Wednesday, when it plans to announce it is opening its gaming platform to in-game ads from outside agencies.

In-game ad firm IGA Worldwide is expected to become the first company to get the nod to deliver dynamic ads to games on Sony's PlayStation 3. Competitor Double Fusion is believed to be finalizing its own relationship with Sony (nyse: SNE - news - people ).

Andy Swanson, Ubisoft's senior director of strategic sales and partnerships, agrees that Sony's move will strengthen the viability of in-game advertising. Sony and the PlayStation brand resonate strongly with advertising agencies, he says. "[It's] been a big missing piece of the puzzle; it's a positive in terms of growing the ad revenue pie for games."

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