Sony Computer Entertainment’s American and European arms have announced a partnership with Double Fusion to bring dynamic, in-game advertising to the PlayStation 3.
"PS3 is open for the ad business," said Phil Rosenberg, Senior Vice President, SCEA. "We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is positive for the games medium."
It’s hoped that Double Fusion will play to its strengths in expertise, technology and experience in the advertising field to create relevant marketing programs for the PS3’s userbase. According to the press release, "sales for the current generation of game systems including portable devices will pass the 180 million mark by 2011, reiterating the potential for the in-game advertising market." [Note: we reckon that figure includes all current-gen systems, not just PS3 and PSP]
"We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world,” Jonathan Epstein, president and CEO, Double Fusion, said. “We are very excited to work with SCE on this and PS3 will add a vast number of players to our already robust network. SCE’s participation strengthens the in-game advertising ecosystem."
Double Fusion’s portfolio includes titles such as GRAW2, Splinter Cell Double Agent and Tomb Raider: Legend on Xbox 360. Hopefully effective placement of advertising will make games feel more authentic, instead of ruining the experience.