Sony PS3 will serve dynamic ads from IGA Worldwide.
Sony has sold an estimated 12.5 million PS3 units worldwide, and yet dynamic advertising has remained an untapped market for the PlayStation 3 up to the present moment.
By Penny Gottardi
Jun 5, 2008 15:39 PM GMT
Sony Corp announced that it will open its PS3 console to in-game advertising. The PlayStation 3 maker has signed a deal with IGA Worldwide, an in-game advertising network, as its first partner to serve dynamic ads within video games. IGA also signed a separate multi-title deal with Electronic Arts which publishes games for both the Microsoft Xbox 360 and the PS3. "Any industry like this will thrive upon competition in the early days, it's something that we welcome," said Justin Townsend, CEO of IGA Worldwide. EA titles under the PS3 deal include EA Sports franchises to Madden NFL football, NBA Live basketball, NASCAR racing, and NHL hockey. It also includes EA franchises Need for Speed and Burnout.
In March, EA signed a deal that covers dynamic in-game advertising on the Xbox 360 with Massive. Because EA has two-year deals for both the Xbox and PS3 consoles, advertisers should be able to make more informed planning decisions. This is a strategy both IGA and Massive are hoping with advertisers. Ad units include posters, fliers, billboards hanging down five stories of a building, and digital billboards. IGA can transfer print creative for use in a game setting; it can also render 3D objects and products. Advertising on the PS3 platform will begin soon with EA titles likely to be the first.
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